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Fair and lovely: building an integrated model to examine how peer influence mediates the effects of skin-lightening advertisements on college women in Singapore
Stella C. Chia, Yuen Ting Chay, Poh Kwan Cheong, et al., International Journal of Advertising, Vol. 31, No. 1, 2012, pp. 189-211
In this study, we proposed an integrated model with which we suggested that perceptions of peers and interpersonal communication with peers each mediate the influence of skin-lightening advertisements on college women in a South Asian country - Singapore.
In this study, we proposed an integrated model with which we suggested that perceptions of peers and interpersonal communication with peers each mediate the influence of skin-lightening advertisements on college women in a South Asian country - Singapore. The model is built based on the influence-of-presumed-influence model. We found that college women in Singapore tended to infer their peers' advertising exposure and the corresponding advertising influence on peers based on their own advertising exposure. Their exposure to skin-lightening advertisements also induced their discussions about fair-skinned appearance with peers. Based on their perceptions of advertising influence on peers and interpersonal communication with peers, college women inferred their peers' favourable attitudes towards fair-skinned appearance. Finally, they aligned their personal attitudes with their female peers' attitudes and their attitudes predicted their intention to adopt skin-lightening regimes.
A fresh look at our eyes - How innovation scenarios can harness research insights and further drive business impact
Germaine Gazano and Christophe Rebours, ESOMAR, Congress, Amsterdam, September 2011
Innovation in the competitive mascara market dates from the 1950s. To go beyond incremental innovation and redefine category boundaries, InProcess capitalized on its anthropocentric approach and its methods in complexity management to provide LVMH Research with a fresh look at the eye, both as an expression of human identity and a communication channel.
Innovation in the competitive mascara market dates from the 1950s. To go beyond incremental innovation and redefine category boundaries, InProcess capitalized on its anthropocentric approach and its methods in complexity management to provide LVMH Research with a fresh look at the eye, both as an expression of human identity and a communication channel. We will learn that combining a reinterpretation of existing research with inputs from semiology, anthropology and social sciences experts can unlock robust insights and fuel the design of innovation scenarios. They brought to life ideal experiences and inspired brand directions for LVMH. This paper reveals how this inductive methodology can be successfully replicated to drive efficient innovation strategies in mature categories.
Using semiotics in consumer research to understand everyday phenomena
Madeleine Ogilvie and Katherine Mizerski, International Journal of Market Research, Vol. 53, No. 5, 2011, pp. 651-668
This paper introduces a new method of studying consumer phenomena by combining two different semiotic philosophies.
This paper introduces a new method of studying consumer phenomena by combining two different semiotic philosophies. Using cosmetics as the vehicle to demonstrate the technique, this study explores the semiotics of visible face make-up in Australian Caucasian women. It aims to understand why women wear make-up and how they experience the signs of make-up and appearance in everyday life. The study comprises two phases. The initial phase adopts a communication model extended from Saussurean semiotics, while the second employs a triadic semiotic philosophy as proposed by Charles Sanders Peirce. Results indicate that, by combining the two semiotic perspectives within one study, the researcher is able to gain greater insights about the consumption behaviours of individuals from a communication as well as an experiential perspective. For marketers, this greater understanding of how the consumer interacts and experiences brands and products allows for more strategic and focused communication with their target market. In addition, this approach provides useful information about symbolic consumption, so trends and new directions in cultural paradigms can also be predicted. An example of this is shown in Figure 2.
How to Shape Future Health and Beauty Shopping: Co-Research Before Co-Marketing
Andreas Onnen and Marion Tamme, ESOMAR, Congress Odyssey, Athens, September 2010
Procter & Gamble is widely seen as cutting edge in how well we understand consumer and market dynamics and how we bring this knowledge to our retail partners.
Procter & Gamble is widely seen as cutting edge in how well we understand consumer and market dynamics and how we bring this knowledge to our retail partners. The project "How to Shape Future Health and Beauty Shopping" embarks on a highly collaborative journey together with retail partner dm and GIM as the chosen partner for in-depth consumer understanding This presentation will reveal the need to evolve the shopping environment into a place for exchange with the need to view health and beauty as two sides of the same coin.
Exploring cosmetics advertising in southern China - An investigation of Hong Kong and Shenzhen
Bradley R. Barnes, Noel Y.M. Siu, Qionglei Yu and Sally S.Y. Chan, International Journal of Advertising, Vol. 28, No. 2, 2009, pp. 369-393
China is now one of the largest and fastest-growing advertisement markets in the world. This research provides insights to assist advertising executives in their bid to target cosmetics consumers in Hong Kong and Shenzhen.
China is now one of the largest and fastest-growing advertisement markets in the world. This research provides insights to assist advertising executives in their bid to target cosmetics consumers in Hong Kong and Shenzhen. Despite a tendency to retain certain traditional values, we find that Chinese women in these cities have increased their status and independence, and are inspired by western brands, music and images. Some significant differences were discovered between these markets, which suggest that some adaptations may be required in terms of advertising appeal, model selection and media focus, when designing advertising campaigns that will influence the consumer groups in these cities.
Dancing with inspiration: a multi-disciplinary approach to get closer to consumers
Elisabeth Vorwerk, Natascha Haehling von Lanzenauer and Claudia Antoni, ESOMAR, Annual Congress, Berlin, September 2007
The brand challenge goes beyond identifying motivations and needs. What inspires a 'shared moment' that links a consumer with a brand? The analogy is with dancing - how do consumer and brand come to be dancing partners? This paper depicts how a consumer-connected company and an inspiration-led research agency - Beiersdorf and H,T,P Concept - worked 'cheek to cheek' to meet this challenge.
The brand challenge goes beyond identifying motivations and needs. What inspires a 'shared moment' that links a consumer with a brand? The analogy is with dancing - how do consumer and brand come to be dancing partners? This paper depicts how a consumer-connected company and an inspiration-led research agency - Beiersdorf and H,T,P Concept - worked 'cheek to cheek' to meet this challenge. The focus is on a jointly developed multi-disciplinary approach and its underlying working principles, illustrated with examples from a creative 'toolbox' as applied in various international research pieces.
Investigating the impact of international cosmetics advertising in China
Qionglei Yu, Bradley R. Barnes, Graham Spickett-Jones and Philip J. Kitchen, International Journal of Advertising, Vol. 23, No. 3, 2004, pp. 361-387
At the crossroads of old customs and modern thinking, Chinese women experience a mixture of traditional culture and modern-world tendencies.
At the crossroads of old customs and modern thinking, Chinese women experience a mixture of traditional culture and modern-world tendencies. On the one hand, they obtain great pleasure from their new power to make decisions regarding their appearance and roles, while at the same time they experience great anxiety and a pressure to maintain the status quo (Afshar 1991). Research on the subject of Chinese women's perceptions of international advertising from a Chinese cultural context is somewhat scant and very little has been concluded. This paper reports on a research investigation designed to explore cosmetics advertising from the perspective of Chinese female consumers. Preliminary findings provide some potentially useful insights. These include a willingness among respondents to accept standardised cosmetics brand names, the discovery that television and magazines represent highly influential media channels, the significance of expert opinion in endorsing cosmetics, and the strength of boyfriend/girlfriend and sister-to-sister relationships for enhancing advertising appeal.
Jumpstarting product development: competitive analysis and conjoint measurement in the cosmetic industry
Barbara Itty and Howard Moskowitz, Journal of Advertising Research, Vol. 43, No. 1, March 2003, pp. 62-77
This article analyzes current advertisements for eye cream using deconstruction methodology. No outstanding elements emerged from the current communications when considered on a total panel basis.
This article analyzes current advertisements for eye cream using deconstruction methodology. No outstanding elements emerged from the current communications when considered on a total panel basis. Some elements for advertisements showed some acceptance. Strong performing elements can be uncovered through segmentation. The segments transcend conventional ways of dividing the population and provide a new way for the advertiser to appeal to consumers.
Contemporising Brand Equity. Relaunching the Helena Rubinstein Brand in the United States
Patricia Sabena, ESOMAR, Qualitative Research, Athens, November 1999
The long-lived Helena Rubinstein brand of cosmetics was discontinued in the United States in 1988, but retained and expanded in Europe and Japan.
The long-lived Helena Rubinstein brand of cosmetics was discontinued in the United States in 1988, but retained and expanded in Europe and Japan. This paper provides details of the brand's history, market barriers in the United States, research objectives, projective techniques, research findings and strategic outcomes of qualitative research which helped contemporise and relaunch the Helena Rubinstein brand in the United States in May 1999.
New insights for retail range development in the toiletries market: using comparisons across international markets
Remi Vazeille and Mike Harris, ESOMAR, Retailing Research, Madrid, November 1997
This paper discusses an approach to retail range development and category management for the toiletries and cosmetics sector on a multi-country basis.
This paper discusses an approach to retail range development and category management for the toiletries and cosmetics sector on a multi-country basis. The paper develops a retail structure model for a number of national markets. Having looked at the structures, the paper then examines what can be learnt from cross-border comparisons of customer habits and retail preferences for advancing retail range development. The toiletries sector examined here is ideal for this analysis with many international brands sold through a diversity of retail formats across Europe.
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