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Young adult Brazilian beauty consumers perception of Lancôme and the effectiveness of social media relationhips with local celebrities on their purchase intention
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Orientador(es)
Resumo(s)
The aim of this research is to evaluate if a premium beauty brand, in this case,
Lancôme, can influence positively the purchase intention from Brazilian young adults,
between 18 and 29 years old, consumers of beauty products, by initiating a relationship
with a local celebrity or “it” girl on social media. This hypothesis has not been tested,
and this research is a first attempt of evaluating it. Additionally, the consumer behavior,
brand preferences and social media activeness of this age segment in Brazil are further
studied as important insights for beauty brands to conquer these consumers. Results did
not confirm the positive influence of local celebrities on this age segment’s purchase
intention but several suggestions are made for future research to revisit this topic.
Furthermore, there is a significant brand love for M.A.C., an international Lancôme
competitor, amongst this target, as well as a probable price sensitivity facing premium
beauty brands.
Descrição
Palavras-chave
Premium beauty Purchase intention Brazilian female young adults Social media Local celebrities It girl