Honesty in Advertising Makeup Products in Kuwait - Research Paper Example

The paper "Honesty in Advertising Makeup Products in Kuwait" is a perfect example of a marketing research paper. 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, the 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, the 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 specialties 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 attitudes 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.