Ethnic Clients of the Beauty Industry

Paper Summary:

This paper reviews what was once considered the definition of beauty. According to the paper, this definition has totally changed. The paper discusses how the new consumer is a not a white skinned blond, instead he/she can have any skin color and come from any ethnic background.

From the Paper:

"Max Factor was trying to cash in on the celebrity power of Hollywood stars by putting their pictures on product covers and using their faces in advertising. But it was not long before the mistake was realized as cross-cultural misunderstanding began affecting sales. One consultant quoted "a gentleman from India" who explained the problem aptly when he stated, "It would never do to glamourise ... a product by utilising a lady in a shimmering white saree with a western style of hair dress in any of the Southern cities [of India]. A cutting of her crowning glory and the donning of white cloth are the insignia of widowhood, a deeper calamity than which there can be none for the Indian woman." He further insisted, "When talking about advertising in foreign countries we should in general forget about American contents, presentation and media of advertising messages." [2] "

Sample of Sources Used:

• Avon Products, Inc. International Division, Merchandising Conference, "Proposal for New Product, Packaging and Development System," March 1968, box 69, Avon Products, Inc. Collection, Hagley Museum and Library, Delaware.
• John Barnhill, "Some Environmental Aspects Affecting Advertising Abroad" (1960), 4, International Department, Samuel W. Meeks Papers, JWT.
• "Consumer spend on ethnic-specific products amounts to US$1.5 billion" Accessed online Dec 11, 2006 from http://www.cosmeticsdesign-europe.com/news/ng.asp?id=52539-consumer-spend-on
• Lynn Norment. Black Beauty Is In: From Beauty Queens to Fashion Magazines, Women of Color Reign Supreme. Ebony. Volume: 45. Issue: 11. September 1990. 25+.
• Drug Store News: Hispanic consumer shapes marketing strategies - Multicultural Consumer. Drug Store News Feb 16, 2004

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