The effect of a make-up artist to l'Oréal Paris brand image
Hakala, Laura (2012)
Hakala, Laura
HAAGA-HELIA ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012120518563
https://urn.fi/URN:NBN:fi:amk-2012120518563
Tiivistelmä
The purpose of this thesis was to research whether a make-up artist has an effect on a brand image, and if yes, to what extent. The commissioning company, l’Oréal, had changed their make-up artist from a foreign male, James Kaliardos, to a Finnish woman, Suvi Tiilikainen, in order to bring the brand more easily approachable for the Finnish consumers. L’Oréal Paris wanted to find out whether this change has had any effect on the attitudes of Finnish consumers towards the make-up brand.
The theoretical framework was based on the concept of a brand by David, A. Aaker, and on the research on endorsement by MCracken. More particularly, the concepts of brand image, brand personality, brand origin, endorser types and effectiveness, as well as meaning transfer model were covered. The role of a make-up artist was analyzed as well.
The research methodology during the study was both, qualitative and quantitative. The research methods consisted of face-to-face interviews of Suvi Tiilikainen, the make-up artist of l’Oréal Paris, and Camilla Paulsson, the product manager of l’Oréal Paris, and an online consumer survey.
The findings showed that a make-up artist appears to have a moderate or small effect on l’Oréal Paris brand image. It was discovered that as many as 80% of the consumers did not even know who the current make-up artist of l’Oréal Paris is. L’Oréal Paris and Suvi Tiilikainen should concentrate on building Suvi Tiilikainen more professional an image as a make-up artist, and make her name, and the cooperation of these two parties, more known to the public.
In conclusion, the cooperation of Suvi Tiilikainen and l’Oréal Paris appears to be still fairly unknown for the consumers, and hence the effects of having Suvi Tiilikainen as l’Oréal Paris make-up artist are be that visible yet. However, the presence of a Finnish make-up artist can make the brand more easily approachable for the Finnish consumers, if the consumers become more aware of it.
The theoretical framework was based on the concept of a brand by David, A. Aaker, and on the research on endorsement by MCracken. More particularly, the concepts of brand image, brand personality, brand origin, endorser types and effectiveness, as well as meaning transfer model were covered. The role of a make-up artist was analyzed as well.
The research methodology during the study was both, qualitative and quantitative. The research methods consisted of face-to-face interviews of Suvi Tiilikainen, the make-up artist of l’Oréal Paris, and Camilla Paulsson, the product manager of l’Oréal Paris, and an online consumer survey.
The findings showed that a make-up artist appears to have a moderate or small effect on l’Oréal Paris brand image. It was discovered that as many as 80% of the consumers did not even know who the current make-up artist of l’Oréal Paris is. L’Oréal Paris and Suvi Tiilikainen should concentrate on building Suvi Tiilikainen more professional an image as a make-up artist, and make her name, and the cooperation of these two parties, more known to the public.
In conclusion, the cooperation of Suvi Tiilikainen and l’Oréal Paris appears to be still fairly unknown for the consumers, and hence the effects of having Suvi Tiilikainen as l’Oréal Paris make-up artist are be that visible yet. However, the presence of a Finnish make-up artist can make the brand more easily approachable for the Finnish consumers, if the consumers become more aware of it.