Open AccessCultural And Social Influences On The Perception Of Beauty: A Case Analysis Of The Cosmetics Industry
Author(s) -
Kenneth A. Hunt,
Jennifer Fate,
Bill Dodds
Publication year - 2011
Publication title -
journal of business case studies
Language(s) - English
Resource type - Journals
eISSN - 2157-8826
pISSN - 1555-3353
DOI - 10.19030/jbcs.v7i1.1577
Subject(s) - cosmetics , beauty , attractiveness , perception , cosmetic industry , marketing , physical attractiveness , advertising , business , aesthetics , psychology , art , medicine , pathology , neuroscience
This case investigates the history of cosmetics and the cosmetic industry. The success (or failure) of a specific cosmetic is dependent upon the consumer’s perception that the cosmetic will make him/her more attractive. The case illustrates that this perception of attractiveness is a function of culture, society, and the time-frame of the purchase. Specifically, that which is considered attractive in one society may not be considered attractive in another. In addition, that which is considered attractive today may not be considered attractive tomorrow. After illustrating the historical and cultural influence on beauty and cosmetics, teaching notes are offered to illustrate the importance of these variables on the success of the cosmetic industry.