How companies make you buy cosmetics? (Lead)

July 22nd, 2011 - 6:47 pm ICT by IANS  

London, July 22 (IANS) Companies generate negative feelings in consumers so that they go for their cosmetic products to make themselves look attractive, says a study.

The idea is to appeal to people’s self-esteem and make them take “emotional decisions”, said the study by the University of Basque Country in Spain.

The unconscious desire “to be attractive to the opposite sex, to be sexually attractive” prods people to buy cosmetics, the African Journal of Business Management quoted the study as saying.

“One way of achieving this is by subtly telling them they are ugly, something many cosmetics adverts achieve implicitly and very effectively by showing images of unusually beautiful women,” says a study author.

The study was carried out on products such as facial creams, anti-wrinkle creams and body lotions. A total of 355 women aged between 18 and 50 were surveyed.

–Indo-Asian News service

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