Insecurity and beauty: brand messaging and its impact

Abstract

The beauty industry has increasingly leveraged insecurities to target customers, position its products, and ensure relatability. Changing ‘fair’ to ‘glow’ and ‘whitening’ to ‘brightening’ barely solves the problem. While the industry is poised to grow, its impact on the idea of beauty needs to be studied. As beauty standards evolve and the industry grows, companies continue to tap into consumers’ insecurities to sell their products.This study aims to analyse the impact of brands, its products, positioning & advertisement’s impact on an individual’s perception of self as well as the brand.