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Exploring Consumer Psychographics Of Ethnic Representation Within The Cosmetic Industry, Johnny A. Hickman
Exploring Consumer Psychographics Of Ethnic Representation Within The Cosmetic Industry, Johnny A. Hickman
University Honors Theses
Consumers are more sensitive than ever to a brand that has contrived messaging. Despite brands like Maybeline and Covergirl featuring famous women of color in their ads, there has never been a reaction to their brand like there has been for Fenty Beauty. This is because of Fenty Beauty's authentic mission to fulfill a need for consumers. This is a level of authenticity that cannot be matched by simply show-casing women of various skin tones and proceeding to provide a limited amount of products. Is brand authenticity the key to winning over consumers and significant enough for consumers' ability to …