Celebrity endorsement in the advertising strategies of the Lebanese cosmetics industry

Abstract

Implementation of celebrities in the cosmetic industry Celebrity endorsement in the cosmetic industry has been vastly growing nowadays. This research focuses on the impact of involving a well-known celebrity in advertising campaigns, and the influence it has on consumers' purchase decisions. A correlation relationship will further be explained between the cost of utilizing a celebrity in advertisement, and the effect it has on the sale of the cosmetic brand being endorsed. The analysis of this thesis was computed using a survey distributed upon a sample group of both genders and three different age brackets, in addition to interviews with advertising agencies. It also tackled the subject of whether celebrity's endorsement has more effect on the consumer's choice rather than his loyalty to the brand; and how the celebrity's reputation and social image plays an important role in its selection for advertisement since they will be displaying and revealing the product and the brand's image. This argument was also implied to the Lebanese cosmetic market, and the various effects it has from using local celebrities in comparison to international ones in the Lebanese media. The findings of this thesis demonstrate the effect of celebrity endorsement in the cosmetic industry, and the influence it has on the products' sale in the market. It also validates the argument of affecting brand loyalty and persuasion, and thus raising the awareness on the cosmetic brand itself, rather than the advertisement influence the celebrity has on it.