Essays on Honesty in Advertising Makeup Products in Kuwait Research Proposal

Download full paperFile format: .doc, available for editing

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.


Aaker, A. D., Kumar, V. & Day, G. S. (2001). Marketing research. 7th ed., New York: John Wiley and Sons.

Al-Yusuf, A. A. (1994). Attitudes and perceptions about television advertising among women in Saudi Arabia. PhD. Thesis, Florida State University.

Ashill, N. J. & Yavas, U. (2005). Dimensions of advertising attitudes: Congruence between Turkish and New Zealand consumers. Marketing Intelligence and Planning, 23, (4) pp.340-349.

Ashok, J. & Varun, J.(2012). Marketing Management. Global Publications Pvt. Ltd.

Bansal, S.P. (2008). Marketing Management, 2nd Edition. Kalyani Publishers.

Bates, E. (2009). Women suffer poor self-esteem due to airbrushing in advertising. The Telegraph. November 2, 2009.

Beard, F. K. (2003). College student attitudes toward advertising’s ethical, economic, and social consequences. Journal of Business Ethics, 48, (3) p.217.

Bhuian, S. N., Abdul-Muhmin, A. G. & Kim, D. (2002). The relationship between ethical business practices, government regulations, and consumer right: An examination in Saudi Arabia’ Business. Professional Ethics Journal, 21, (1) p.47.

Chisnall, P. M. (2001). Marketing Research. 6th ed., Chicago: McGraw-Hill.

Danermark, B. (2002). Explaining society: critical realism in the social sciences. London; New York: Routledge.

Field, A. P. (2005). Discovering statistics using SPSS. 2nd ed., London: Sage.

Gandhi, P. (2007). Business Studies, 2nd edition. Dhanpat Rai & Company.

Plunkett, J. (2012). L’Oreal advert featuring Rachel Weisz banned for being ‘misleading’. The Guardian. February 1, 2012.

Swinson, J. (2011). False beauty in advertising and the pressure to look ‘good’. CNN. August 10, 2011.

Tashakkori, A. & Teddlie, C. (2003). Handbook on mixed methods in the behavioral and social sciences. Thousand Oaks, CA: Sage Publications.

Taylor, C. R., Miracle, G. E. & Wilson, R. D. (2007). The impact of information level on the effectiveness of U.S. and Korean television commercials. Journal of Advertising, 16, (1) pp.1-18.

Zhang, M. (2011). Julia Roberts Makeup Ads Banned in UK for Too Much Photoshop. July 27, 2011.

Download full paperFile format: .doc, available for editing
Contact Us