Date of Award
12-2025
Language
English
Document Type
Honors Thesis
Degree Name
Bachelor of Science
Department
Business
Advisor/Committee Chair
Aleksandra Kovacheva
Committee Member
Hillary Wiener
Abstract
This thesis examines the evolving role of social media in beauty marketing by analyzing industry trends, ethical considerations, and consumer perceptions. The paper first outlines how social media has transformed digital marketing, enabling brands to merge advertising, community-building, and e-commerce. Two case studies highlight contrasting dynamics within this landscape: the rise of “kidfluencers,” which raises concerns about privacy and potential financial exploitation; and Lush Cosmetics’ decision to withdraw from major social media platforms, a move rooted in ethical branding but accompanied by economic challenges. To further investigate consumer attitudes, a survey of 150 U.S. participants assessed social media usage patterns, well-being outcomes, and shopping behaviors. Results show that YouTube, Instagram, and TikTok are the leading platforms for discovering beauty products. Most participants reported minimal effects from social media usage on overall well-being, but some noted increased stress and reduced productivity. Overall, findings underscore the complex relationship among beauty brands, social media, and consumer expectations, revealing that while social platforms are powerful marketing tools, ethical considerations and audience preferences must remain central to strategic decision-making.
Recommended Citation
Giddings, Avery, "The Role of Social Media in Beauty Marketing: Insights from Kidfluencers, Brand Withdrawal, and Consumers’ Attitudes" (2025). Business/Business Administration. 70.
https://scholarsarchive.library.albany.edu/honorscollege_business/70