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The global cosmetic industry is rapidly growing. Brands are seeking growth opportunities and advertising within international markets. However, there is not a clear understanding of effective cosmetic advertising components that may impact consumers' responses. Considering only 18% of claims in advertising are considered trustworthy, consumers may become skeptical towards cosmetic advertisements. The objectives of this study are to test the differences in consumers' trust responses based on advertising factors, the moderating role of ad appeal in this relationship, and the subsequent impact on consumers' purchase behavior. This study selects a US and Korean brand, given the popularity of K-beauty brands within the US market. Result shows that a Korean model is considered more trustworthy to US customers in cosmetic advertisements, on the other hand, a US brand is more trustworthy. The impact of model ethnicity and brand origin on advertising trust differs based on levels of ad appeal.

Building Consumer Trust in Cosmetic Advertisements: The Effect of Model Ethnicity and Brand Origin