Analysis of the Current Situation of Male Endorsing Cosmetics Brands
Abstract
In the current climate, advertising, and endorsements have become important with the rise of beauty products and more and more customers valuing brands such as fame and quality. In the previous endorsement of beauty products, female celebrities were the only endorsers, but with the development of people’s ideas, social progress, and changes in the market, more and more male celebrities are joining the team of endorsing beauty products. In this environment, male celebrities endorsing cosmetics products becomes a very explorable issue. By discussing the fact of male celebrities’ endorsement of cosmetics, this study concludes the reasons male celebrities endorse cosmetics products; the social phenomenon embodied in it; and the problems that arise. The reasons include male celebrities’ factors, the principle of attraction of opposites, and the form of fun and novelty. The social phenomenon embodied in it includes female celebrities’ elevation of their status, changes in the concept of consumption, and people’s conceptual change.
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