Communications in Humanities Research ISSN: 2753-7072
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Research Article

The Impact of Digital Cosmetic Advertising on Purchasing Decisions and Societal Expectations

Ching-Ting ChanShanghai American School*

* Corresponding author: [email protected]

Abstract

The age of social media has fundamentally changed cosmetic advertising and its effects on modern consumerism. This research paper delves into the impact of cosmetic advertising through social media on purchasing decisions and societal expectations. It is important to recognize the psychological and cultural implications of excessive exposure to beauty on platforms such as TikTok, Instagram, and YouTube. From an analytical approach, this paper utilizes past research papers and conducts an in-depth review to offer a conclusion. The results show that the rise in cosmetic advertising has a significant impact on body dysmorphia, creates overconsumption, and reinforces societal pressure on both men and women. In addition, problems such as misrepresentation and false advertising further contribute to these complex social phenomena. Overall, there is a continued need for increased media literacy, transparency, and ethical regulation to promote a healthier, more sustainable relationship between consumers and modern cosmetic advertising.

Keywords: Cosmetic Advertising; Social Media Marketing; Consumer Behavior; False Advertising; Digital Influencers
Published: November 5, 2025
DOI: 10.54254/2753-7064/2025.NS29222
Volume: CHR Vol.91
pp. 62-69
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