The Effectiveness of Celebrity Endorsement and Influencer Marketing Within the Beauty Industry. A Study of Estée Lauder (2018)
Influencer Marketing (IM) Within the Beauty Industry Dissertation – Before the digital age, the cosmetics industry was highly influenced by traditional media like television and magazines, the industry began to be highly commercialised across regions due to higher demand of women who wanted to imitate the looks of the famous actresses in magazines and films. The market leaders such as L’Oréal and Estée Lauder in cosmetic industry were powerful and controlling the market due to the fact that they could afford to present themselves as well as to provide information about their products on the major media which were magazines and billboards. Likewise, prestige beauty brands were only available in the top department stores which limit smaller brands to entry with difficult conditions. The value or status of beauty products were defined by expensive media presence and distribution channel in the past.
This dissertation consists of five main chapters which are introduction, literature review, methodology, findings and discussion, and conclusion and implications. The introduction reveals the motivations, research questions and objectives. The literature review will exhibit the relevant literature and concepts which clarifying the understanding of the cosmetics industry, celebrity endorsement and IM. The methodology will allow the reader to understand how the research acquired data and information that will be discussed in the following chapter (findings and discussion). Finally, the conclusion and implications chapter will display how this research answer the research questions, how this research would give recommendations towards Estée Lauder, and finally what research limitations are.
Dissertation Aim and objectives
- First, to examine how Estée Lauder manage to catch up with the changes and evolution in global cosmetics industry after the Information Age
- To evaluate the digital marketing approach of celebrity endorsement and influencer marketing in the current cosmetics industry
- Finally, explore the implications of celebrity endorsement and influencer marketing implementation for Estée Lauder
- 8,000 words – 32 pages in length
- Excellent use of literature
- Good analysis of subject area
- Well written throughout
- Ideal for international marketing students
1 – Introduction
General Overview of Research and Problem Statement
Research Questions
Aim and Objectives
Dissertation Structure
2 – Literature Review
Cosmetics Industry Overview
Emerging Demographics
New Values
Emerging Geographies
The Use of Celebrity Endorsement and Influencer Marketing in The Cosmetics Market
Celebrity Endorsement
Marketing Through Influencer
Effectiveness of The Use Between Celebrity Endorsement and Influencer Marketing In A
Different Cultural Context
3 – Research Methodology
4 – Discussion
Estée Lauder Company Overview
Estée Lauder in The Cosmetics Industry in Transition
Celebrity Endorsement and Influencer Marketing Utilisation in Estée Lauder
Celebrity Endorsement Marketing in Estée Lauder
Influencer Marketing in Estée Lauder
Balance Use Between Celebrity Endorsement and Influencer Marketing In A Different
Cultural Context of Estée Lauder
5 – Conclusion and Implications
Conclusion
Recommendations for Estée Lauder Practitioners
Limitation of The Study
Recommendations for The Future Research
References
Appendix
