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Consumers Prefer Beauty Advertisements That Appeal To Their Self-Confidence - Study

October 13, 2010: 01:33 AM EST

A survey conducted in August 2010 by About.com, an online depository of information, found that consumers react better to beauty product advertisements that aim at their confidence instead of their perceived insecurities. The survey sought to study the factors affecting consumers’ purchase and use of cosmetics, skin care products and hair care products, as well as what manufacturers can do to draw more consumers, and the emotional impact of beauty products on consumers. The survey found, for example, that beauty products inspire confidence (55 percent), help people achieve success (70 percent), instill desirability (63 percent) and encourage feeling good “on the inside” (75 percent). In addition, consumers consider beauty products a necessity and prefer buying well-established brands, which they view as more reliable and of higher value than generic products.

"Most Compelling Beauty Product Ads Are Those That Appeal to Consumers' Confidence Rather Than Their Insecurities About.com's 2010 Beauty Study Finds", New York Times, October 13, 2010, © The New York Times Company
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