The paper "Honesty in Advertising Makeup Products in Kuwait" is a perfect example of a marketing research proposal. The cosmetic industry is one of the sectors in which players engage in deceptions, exaggerations and manipulations of consumers by advertising companies. Many fashion magazines and advertisers mislead customers, majority of who are women, that their products guarantee flawless skin, silky hair and eternal youth. To gain customer’ s attention, Swinson (2011) observes that most cosmetic companies become dishonest and deceptive with no real regulation on misleading information or lies. While pharmaceutical companies are highly regulated and their claims based on objective scientific studies, cosmetic companies always get away without proof or substantiation whatsoever (Bates, 2009).
Developed countries such as Britain, US and Canada have started banning advertising of makeup products after learning that the products are deceptive to consumers (Zhang, 2011). Moreover, there are numerous studies on customer attitudes and experiences regarding the use of cosmetic products in these countries. In Kuwait, cosmetic business is booming with specialities in health and beauty aids, fragrance, skincare and color cosmetics or makeup (Swinson 2011; Plunkett, 2012).
However, little information exists on the attitudes of consumers in Kuwait towards ethical advertising of makeup products (Taylor et al. , 2003; Bansal, 2008). This study will evaluate consumer’ s attitude towards ethical advertising and perception of cosmetic products in Kuwait. The rationale of this research is that advertising attempts to communicate the benefits and features of a product, but in reality, many ads make false claims, exaggerated and dishonesty. The findings from this research paper will be useful to regulators and advertisers of color cosmetic products in Kuwait to adhere to ethical norms and principles of advertising. 1.1 Research objectives To analyze the ethics of advertising of color cosmetics in Kuwait To assess the impact of advertising color cosmetics on women in Kuwait 1.2 Research hypotheses Advertisers of makeup products do not adhere to ethical norms and principles Advertising of makeup products has a negative impact on women 1.3 Definition of terms Advertising: Communicating information through the media for consumers to choose and compare different products Consumer attitudes: The feelings or perceptions of consumers towards certain products Ethics: Set of moral principles that govern behavior of a person while performing or conducting certain activities Ethical ads: Are advertisements that do not lay false claims, portray lies or limit decency Makeup: Color cosmetic products that are industrially generated for external use on human skin to enhance its look and appeal Regulations: Decrees from authorities to industry players to adhere to legal points, decency, truth and ethical norms 1.4 Summary Ethical advertising is an area of concern to regulators and consumers who find out that some advertisers are making false claims on performance of cosmetic products.
Although tough measures have been instituted in many developed countries, Kuwait and other countries in the Middle East are yet to understand the impact of ethical advertising.
Women being the major consumers of color cosmetic products often realize that the products running in fashion ads or magazines do not provide the same experiences. This study makes an attempt to assess the attitudes of consumers towards ethical advertising of makeup products or color cosmetics in Kuwait.
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