Resumen de Influence of celebrity endorsement on mature female luxury cosmetic consumers
Globally, luxury cosmetic brands employ celebrity endorsement as a tool for building credibility with existing and potential end users. There is certainly a significant body of knowledge on celebrity endorsers, their credibility markers, and how they affect subliminal changes in the buying behaviour of customers. Departing from such past practice, this study aims to undertake a systematic analysis of the influence of celebrity endorsements on mature women, aged 40-60, using a combination of qualitative and quantitative methods like online questionnaires and structured interviews, apart from an exhaustive review of relevant literature on the subject.
The researcher did not come across any evidence to suggest that celebrity endorsement exerted any major influence on mature female consumers. Even so, the research did not completely rule out the scope and play of celebrity endorsers in this market segment. By effectively altering the messaging and imagery, it was certainly possible to make the right connections with this user market. For instance, the study revealed that mature female consumers were more likely to relate to an ad featuring celebrities of similar age as themselves and who are actual users of the product.
Further research on a larger sample size will, sure enough, help the researcher to formulate stronger and workable concepts for the mature female consumer market in order to understand it better.
Key words: Celebrity endorsement, luxury cosmetic brands, mature female consumers, social media
