Conclusion

Around beauty products sellers want to create a mood or image flavor, for example, what can be associated with love, serenity, happy perception, wealth, luxury. And it impacts on people mostly, as it can be noticed from investigation.

Sellers advertise beauty products inviting celebrities and famous people, as it is a certain way of life, to create beauty, femininity, attractiveness, masculinity. Cosmetics and perfume are used mostly by women, and they are important to associate themselves with a stylish lifestyle that they see celebrities in person. Results of survey just prove it.

The goal of discovering key factors of beauty products adds influencing on buyer’s decision was reached:

1. Now we can clearly see that respondents are imposed especially by commercials of perfumes as they promote not only product itself, but the whole story, style and shine swaying around this fragrance. Special place has taken by J’adore Dior commercial. Sellers propose their aromas more than just bottles with liquid.

2. Respondent paid attention to luxury and center-posed figure as celebrity or beauty man/woman. However not stereotyped (as skinny top-model with blonde hair).

3. People are also captured by straight sight in commercials, as in adds of mascara. It causes psychological effect of infusion, hypnosis.

Previously the hypothesis was set – people are blind while making purchases of beauty products, guiding only advertisements. This hypothesis was disproved because mainly people precisely choose suitable goods. Half of them were impressed by model, but didn’t like her appearance, were not intended to buy this product, even when it’s a very famous and expensive brand. Some of them found this commercial to be silly, but at the same time not ordinary. Personal cultural analysis in compilation with these results has shown, that this add cannot be broadcasted in some high conservative countries (in Asia, e.g.). In perspective of this survey this campaign may be identified as unsuccessful.

It can be concluded that people are more experienced and intelligent in beauty products commercial than it was thought before.

Literature and resources

1. GUREVICH Pavel - Practical Psychology for everybody (2007)

2. WELLS William, - Advertising. Principles and Practice

3. Questionnaire about beauty ads. https://docs.google.com/forms/d/1YxTEvELMdJJpttRa5FuiaZhx59I2XLV_hgTxmrzVA24/edit?usp=sharing

4. Video link to commercial DIOR Addict fragrance https://www.youtube.com/watch?v=z52NFXSWe3k

5. Answers of respondents

https://docs.google.com/spreadsheet/ccc?key=0AsYii1UUbsEIdEtNcjZRdXlaVXl4WTFTM3FCREZvOVE&usp=sharing