Presentation (Project) Title

The Ethical Implications of Cosmetic and Post-Production Enhancements in Cosmetic Marketing

Mentor Information

Carol Osborne (Muma College of Business)

Presentation Format

Event

Abstract

The multibillion-dollar cosmetic industry has long marketed their products’ benefits with models and actresses, but post- production enhancement has taken their advertising efforts to a new level. How does the public feel about using lash inserts to improve mascara results or editing out the frizz caused by a shampoo for the commercial? When does it become unethical? By looking at primary survey and focus group data, as well as secondary data, I hope to explore how labeling and enhancements of product results affect the consumer’s attraction to a brand. This study will also take a look at the impact that undisclosed post-production enhancement has on the mental health of incoming generations.

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The Ethical Implications of Cosmetic and Post-Production Enhancements in Cosmetic Marketing

The multibillion-dollar cosmetic industry has long marketed their products’ benefits with models and actresses, but post- production enhancement has taken their advertising efforts to a new level. How does the public feel about using lash inserts to improve mascara results or editing out the frizz caused by a shampoo for the commercial? When does it become unethical? By looking at primary survey and focus group data, as well as secondary data, I hope to explore how labeling and enhancements of product results affect the consumer’s attraction to a brand. This study will also take a look at the impact that undisclosed post-production enhancement has on the mental health of incoming generations.