Transcript Cosmetic Purchasing Habits

COSMETIC PURCHASING HABITS
Shannon Fowler
WHY THIS TOPIC?
• I wrote for the school paper my senior year in High school
• I wrote an article on the concept of beauty
• I wanted to apply this to the concept of how image and media interrelate
• Thus leading to the research question
RESEARCH QUESTION
What influences women to
purchase cosmetics?
WHY DOES THIS MATTER
• 18.93 million females with ages starting at 16 and up
held a job in 1950
• 2003- 64.41million women held jobs.
• 23.88 million of these women are over 20 years old
• In a 2002 study 7.9 % of positions at executive Vice
President Levels or higher in Fortune 500 companies .
• (Lund, 2008)
COMMERCIALS
• Content analysis of network TV commercials
• 1 out of 3.8 messages pertains to attractiveness
• Evidence shows that attractive people shown in
advertisements makes consumers perfections
of their own facial attractiveness
• (Englis, Solomon, and Ashmore, 1944)
LOOK PROPERTIES CODED ON
MAGAZINES
• Classic Beauty
• Feminine
• Sensual
• Exotic
• Cute
• Girl Next Door
• Sex Kitten
• Trendy
• (Englis, Solomon, and Ashmore, 1994)
BEAUTY
• Artistic Beauty
• Reflects culture
• Expresses personal choice and intentions
• Beauty ideal related to cultures subject to
time and fashion
• (Hilhorst, 2002)
TEEN MAGAZINES
• Main focus-advertising, beauty, fashion, promotes
consumerism, unrealistic ideas of who they should be
• Projected spending for American adolescents in 2000 was
supposed to surpass $155 billion
• Adolescents judge themselves against other people
• Approval obsessed and vulnerable
• Media forms these standards
• (Manohar, 2002)
WHO READS?
• Survey of 3,072 adolescent females and boys ages 11-18
• 77% of girls read beauty magazines and fashion magazines
• 67% leisure reading , preferred magazines and romance novels
• 70% girls avid teen magazine readers
• 19% occasional readers
• 7% non-readers
• 47% magazine space ads
• 21% beauty related
• 11% fashion related
• 3% ads career or education related
• (Manohar, 2002)
PIVOTAL POINT IN ADVERTISING
• World War II was a pivotal point in advertising
• War advertising council organized the advertising community
to help the US government’s home front campaign during the
war
• Framed from a patriotic perspective
• PR stunt
• Food Industry : “U.S. needs U.S. strong: eat nutritional food”
• Kraft- half page nutrition table, other half Kraft ad
• People liked knowing a company’s role in the war
• (Stole, 2013)
ANOTHER PIVOTAL POINT IN
ADVERTISING
• 1940s Seventeen Magazine came out
• Idea was to teach how to be the ideal teen
• Hired person to be liaison between magazine and business
community
• Estelle Ellis
• Jump started teens being large consumers
• Define and communicate the importance of teenage market to
business
• To get this idea across Teena, the prototypical teenage girl was
created.
LET’S TALK ABOUT
ADVERTORIALS
•
•
•
Use of print ads to look like editorial content
By 2011, percent of advertorial pages greater in teen magazines
•
Over 90% of advertorials properly labeled
•
•
•
Grown more over time
Study of advertorials in 7 different magazine formats
Women’s magazines had highest number of advertorials
•
•
Advertorials
Glamour magazines has most per issue
Editorial content of fashion magazines focused on product news and advice
•
Understanding advertising tactics is still developing in teens
•
(Hanson, 2014)
WHY ADVERTORIALS?
• Greater attention
• 5 times more likely to read an editorial content than
ads
• Greater attention leads to more memory of ad
• More source credibility
• More credibility among subjects with less product
knowledge
• (Hanson, 2014)
ADVERTISING TACTICS
• Context dependent
• Primary focus on buyer and seller
• Exchange relationship
• Relational marketing- opportunism, trust commitment, and
relational continuity
• Services marketing- interaction approach
• Market based- managing a buyer and seller relationship
• Encounters and customer life cycle
• (Pels, Moller, and Saren, 2009)
SHOPPER MARKETING
• What influences a shopper to buy an item?
• Process-motivation to shop, what gets
purchased, what happens after the product is
consumed, does it get repurchased, will it get
recommended to others
• Shopper may not be the one using the item
• (Sharkar, Inman, Mantraka, Kelley, and Rizley,
2011)
WHAT INFLUENCES A SHOPPER
• Technology- more information for consumers; more
avenues to market to buyers and consumers
• The economy- makes people want to purchase the
lowest prices ; if economy bad then less frivolous
items get purchased
• Globalization- bigger brands influence shopper
decision making leading to deregulation and increasing
the need for more innovative ways of advertising
because of competition
MARKETING IN RECESSION
• Magazine advertising spending went down by
7.6% in 2008
• 19.3% decrease in 2009
• Changed advertising strategies
• Shift from transformational to informational
advertising messages
• (Hanson, 2014)
METHODOLOGY
• Quantitative Research
• Survey
• Google forms
• Distributed via personal Facebook and shared on two
groups on Facebook
• 52 people reached
• Out for 2 weeks
QUESTIONS
• How much Television do you watch on a
weekly basis?
• Do you read beauty or fashion magazines?
• How do you feel after reading beauty of
fashion magazines?
• Do you purchase products after seeing these
products on television or magazines?
RESULTS 1
• How much Television do you watch on a
weekly basis?
• 58.8% 1-5 hrs
• 33.3% 5-15 hrs
• 2% read
• 5.9% more than 15 hrs
RESULTS 2
• Do you read beauty or fashion
magazines?
• 66% no
• 34% yes
RESULTS 3
• How do you feel after reading beauty or
fashion magazines?
• 41% does not apply to me
• 3.9% empowered
• 33.3% wanting to shop for makeup and hair
care products
• 15.7% insecure
RESULTS 4
• Do you purchase products after
seeing these products on television or
magazines?
• 27% never
• 73% sometimes
ANALYSIS OF RESULTS
• Sample only Watches 5 hours maximum of television per week
• Leading to moderate exposure to television
advertisements
• Reading fashion magazines is becoming less of a
trend leading to less exposure of magazine
advertisements
• Most literature I reviewed about fashion magazines
pertained to the 1990s to early 2000s
CONCLUSION
• Could have asked about if people read beauty blogs
• Beauty Youtube videos
• Google does track what people look up so looking any of these topics up
would lead to more advertisement exposure of this
• Chose to only put out 4 questions so I would be concise in my results
• Also thought it it was shorter then more people would want to answer it
• More participants
• Targeted a certain age group: teens
REFERENCES
Beauty & magazine advertising trends: Cosmetics and fragrance companies rely on magazine advertising to get their message acr oss advertising supplement]. (1998). Cosmetics, 26(1)
Retrieved from http://ezproxy.queens.edu:2048/login?url=http://search.proquest.com/docview/206266965?accountid=38688
Can cosmetics firms see beyond gloss of advertising? (2006). Precision Marketing, , 12. Retrieved from
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M.A.C cosmetics reveals advertising campaign starring elton john, mary J. blige and shirley manson, the new spokespeople for VIVA GLAM IV lipstick and the M.A.C AIDS fund. (2002,
Mar 04). PR Newswire Retrieved from http://ezproxy.queens.edu:2048/login?url=http://search.proquest.com/docview/447714844?accountid=38688
Pels, J., Möller, K., & Saren, M. (2009). Do we really understand business marketing? getting beyond the RM and BM matrimony. The Journal of Business & Industrial Marketing, 24(5), 322336. doi:http://dx.doi.org/10.1108/08858620910966219
Shankar, V., Inman, J. J., Mantrala, M., Kelley, E., & Rizley, R. (2011). Innovations in shopper marketing: Current insights and future research issues. Journal of Retailing, 87, S29-S42.
doi:http://dx.doi.org/10.1016/j.jretai.2011.04.007
Smith, J. (2000, Jun 13). Women: A bit of slap: Could you leave home without your make -up? joan smith considers women's relationship with cosmetics. The Guardian Retrieved from
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Schweingruber, D. (2005, February 16). The Social Construction of Beauty. Retrieved from SUNY Press
Frith, K., Shaw, P., and Cheng, H. (2005, March). The Construction of Beauty: Across- Cultural Analysis of Women’s Magazine Industry Retrieved from Journal of Communication
Editors, B. (2001, May 17). Hachette filipacchi magazines announces multi-platform media initiative for ELLE girl. Business WireRetrieved from
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REFERENCES
Lund, D. B. (2008). Gender differences in ethics judgment of marketing professionals in the united states. Journal of Business Ethics, 77(4), 501-515. doi:http://dx.doi.org/10.1007/s10551-007-9362-z
Johnson, M. (2006, Jul 24). Makeup for grown-ups: Are new cosmetics aimed at older women for real or just marketing 101? The Atlanta Journal - Constitution Retrieved from
https://ezproxy.queens.edu:2048/login?url=http://search.proquest.com/docview/337281385?accountid=38688
Englis, B. G., Solomon, M. R., & Ashmore, R. D. (1994). Beauty before the eyes of beholders: The cultural encoding of beauty types in magazine advertising and music television. Journal of Advertising, 23(2), 49.
Retrieved from https://ezproxy.queens.edu:2048/ login?url=http://search.proquest.com/docview/236550542?accountid=38688
Hilhorst, M. T. (2002). Physical beauty: Only skin deep? Medicine, Health Care, and Philosophy, 5(1), 11-21. Retrieved from
https://ezproxy.queens.edu:2048/login?url=http://search.proquest.com/docview/220832519?accountid=38688
Adofo, A. O. (2014). The effect of beauty product packaging on consumer buying decision (A case of selected shops in the new juabeng municipality, ghana). Paper presented at the , 5(3) 14-21. Retrieved from
https://ezproxy.queens.edu:2048/login?url=http://search.proquest.com/docview/1629605342?accountid=38688
Stole, I. L. (2013). Persuasion, patriotism and PR: US advertising in the second world war. Journal of Historical Research in Marketing, 5(1), 27-46. doi:http://dx.doi.org/10.1108/17557501311293343
Manohar, S. (2002). Dynamite! the explosion of teen magazines in and out of schools. ATA Magazine, , 7-9+. Retrieved from
https://ezproxy.queens.edu:2048/login?url=http://search.proquest.com/docview/231556469?accountid=38688
Moore, B. (1999, Jun 25). IN PRINT: What young people are reading; COSMO'S LITTLE SISTER; hearst spinoff CosmoGirl! brings beauty and fashion to girls 12 to 17. this and other new teen magazines are
facing questions about the mixed messages they send to young audiences. Los Angeles Times Retrieved from
https://ezproxy.queens.edu:2048/login?url=http://search.proquest.com/docview/421436524?accountid=38688
Massoni, K. (2006). "Teena goes to market": Seventeen magazine and the early construction of the teen girl (as) consumer.The Journal of American Culture, 29(1), 31-42. Retrieved from
https://ezproxy.queens.edu:2048/login?url=http://search.proquest.com/docview/200593656?accountid=38688
REFERENCES
Hanson, C. B. (2014). THE USE OF ADVERTORIALS IN WOMEN'S AND
TEENS' FASHION MAGAZINES, PRE- AND POSTRECESSION. Academy of Marketing Studies Journal, 18(2), 193-202. Retrieved
from
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iew/1645849458?accountid=38688
Berg, E. M., & Lippman, L. G. (2001). Does humor in radio advertising affect
recognition of novel product brand names? The Journal of General
Psychology, 128(2), 194-205. Retrieved from
https://ezproxy.queens.edu:2048/login?url=http://search.proquest.com/docv
iew/213644483?accountid=38688