The Digital Revolution and its impact on the beauty industry

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Content The Digital Revolution and Its Impact on the Beauty Industry
by:
Caroline Kurdian
A Thesis Presented to the
FACULTY OF THE USC ANNENBERG SCHOOL FOR COMMUNICATION AND
JOURNALISM
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the Requirements for the Degree
MASTER OF ARTS
Strategic Public Relations
December 2020
Copyright 2020 Caroline Kurdian
TABLE OF CONTENTS
Abstract iii
Video Thesis Link 1
References 2
Abstract
The beauty industry has always been popular, even when finances are tight, people seem
to like to indulge in something that makes them feel good. Throughout time, however, it has
grown into an industry that is worth over $532 billion. Through the introduction of the internet,
specifically social media, the beauty industry’s public relations and marketing tactics have
shifted into something more modern and technical instead of the traditional magazine
advertisements and A-list celebrity strategies.
My video thesis explored the world of beauty and how its marketing and public relations
strategies have transitioned to go hand in hand with social media. Specifically, I analyzed the
impact of influencers and what trends and tactics have developed since their introduction to the
marketing and PR process. Throughout my research and interviews, I was able to discover how
the beauty industry evolved since the beginning of social media and where its headed. By
interviewing beauty PR and marketing professionals, the video thesis shows that the following
points are key to ensure a beauty brand’s success:
- Authenticity
- Inclusion and diversity
- Consistency
- Growth
- Accessibility
- Strong storytelling
iii
Video Thesis Link
https://youtu.be/8PFsiSQB-mg
1
Bibliography
The Naked Maja 1958
www.flickr.com/photos/53035820@N02/5469433545.
Marlon Brando in The Men
https://commons.wikimedia.org/w/index.php?title=File:Marlon_Brando_in_The_Men.jpg&oldid
=369310679
Douglas Fairbanks and Mary Pickford
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Marilyn Monroe Diamonds are a girl's best friend
https://www.youtube.com/watch?v=knLd8bfeWtI
Cylindrical unguent vase with a lid MET 2014
https://commons.wikimedia.org/wiki/File:Cylindrical_unguent_vase_with_a_lid_MET_20
14.619.3a_b_EGDP019991.jpg
Ancient Egyptian Fragment of Tomb Relief
https://commons.wikimedia.org/wiki/File:Ancient_Egyptian_Fragment_of_Tomb_Relief.J
PG
8 Weird Facts about Ancient Egypt Makeup and Ancient Cosmetics History
https://www.youtube.com/watch?v=mRyqqdD7ZcI&t=126s
2
Cleopatra 1963
https://www.flickr.com/photos/53035820@N02/5049694765
Nefertiti Egyptian Queen
https://www.needpix.com/photo/312952/nefertiti-egypt-queen-egyptian-ancient-cleopatra-
face-pharaoh-woman
Egyptian Wall Painting Woman Holding a Sistrum
https://commons.wikimedia.org/wiki/File:Egyptian_-_Wall_Painting-
_Woman_Holding_a_Sistrum_-_Google_Art_Project.jpg
1948 Advertisement for Pond’s ‘Lips’ Lipstick
https://www.flickr.com/photos/159358942@N07/48956469777/in/pool-73616815@N00
Darnley Stage
https://en.wikipedia.org/wiki/File:Darnley_stage_3.jpg
Vintage Ad Revlon Ultraviolet
https://www.flickr.com/photos/jbcurio/8494428890
The ‘Love-Pat’ Look by Revlon
https://commons.wikimedia.org/wiki/File:The_%27Love-Pat%27_Look_by_Revlon.jpg
Max Factor
https://commons.wikimedia.org/wiki/File:04-17-
1953_11441B_Max_Factor_(5563274283).jpg
3
Max Factor Studios Behind the Scenes
https://www.youtube.com/watch?v=UkruBf4HiCg&t=23s
Lori Nelson uses Pan-Stik by Max Factor 1952
https://commons.wikimedia.org/wiki/File:Lori_Nelson_uses_Pan-
Stik_by_Max_Factor,_1952.jpg
Hollywood stars arrive and greet Max Factor as he opens a new makeup studio in Lo...HD Stock
Footage
https://www.youtube.com/watch?v=BA1PiNSur70
1930's Hollywood Fashion Show
https://www.youtube.com/watch?v=QCtNAGr0_Ec
7 Brands That Changed the Face of Beauty Marketing
https://blog.hubspot.com/agency/brands-changed-beauty-marketing
Vacuuming
https://www.flickr.com/photos/mildlydiverting/9033447
Most Girls, Say Rochelle Hudson Max Factor 1963
https://commons.wikimedia.org/wiki/File:Most_Girls,_says_Rochelle_Hudson,..._-
_Max_Factor,_1936.jpg
4
How Social Media is Transforming the Beauty Industry
https://edithpr.com/how-social-media-is-transforming-the-beauty-industry/
100 YEARS OF MAYBELLINE ADS SHOW HOW LITTLE HAS CHANGED IN BEAUTY
https://fashionista.com/2015/05/maybelline-100-year-anniversary
5 Recession Resistant Industries
https://www.investopedia.com/articles/investing/100115/5-recession-resistant-industries.asp
The lipstick effect: why cosmetics boom when the economy turns bad | The Morning Show
https://www.youtube.com/watch?v=m8xj0HKr3mw&t=34s
Influencers Overtake Traditional Celebrities As Top Choice for Beauty Marketers
https://www.prweek.com/article/1484823/influencers-overtake-traditional-celebrities-top-choice-
beauty-marketers
Desi Perkins Inspired Pink Eye Makeup Tutorial By Patrick Ta | Shay Mitchell
https://www.youtube.com/watch?v=cWxAJQfbZUI
Esteé Lauder Brand Portfolio
https://www.elcompanies.com/en/our-brands
The Edit Media Group Client Portfolio
5

https://www.editmediagroup.com/brands

Desi Perkin’s Get Ready with Me IGTV
https://www.instagram.com/tv/B63_g-wJdDE/

What is an Influencer?
https://influencermarketinghub.com/what-is-an-influencer/

How Influencers Are Making Over Beauty Marketing
https://www.forbes.com/sites/hbsworkingknowledge/2019/12/13/how-influencers-are-making-
over-beauty-marketing/#42d683de1203

Doing LADY GAGA'S Makeup! | NikkieTutorials
https://www.youtube.com/watch?v=kx_uCdTRCAw&t=743s

HOW SOCIAL MEDIA IS RESHAPING THE BEAUTY INDUSTRY
https://wearesocial.com/us/blog/2019/07/how-social-media-is-reshaping-the-beauty-industry

KKW Beauty Mascara Sale
https://www.instagram.com/p/CAfvp6PgulI/

Natural Looking Makeup Tutorial, Michelle Phan
https://www.youtube.com/watch?v=OB8nfJCOIeE&t=321s
6

Glamglow Chrissy Teigen
https://www.instagram.com/p/B5oA6qeg2_4/

Glamglow Instagram
https://www.instagram.com/p/B9m5I_jBFwf/
Glamglow Heather Sanders
https://www.instagram.com/p/CAvxqDkj4qY/

Jen Atkin IGTV Basic 90’s Blowout
https://www.instagram.com/tv/CAWH8aUnSYF/

Sephora Instagram
https://www.instagram.com/p/B6IzfujnKZK/

Sephora Tiffany Pollard
https://www.instagram.com/p/B5wDDclFoNG/

I CUT EMMA CHAMBERLAIN'S HAIR (AND MADE HER CRY?)
https://www.youtube.com/watch?v=0zP2n5CMdDM

Coachella 2016: Thank You
https://www.youtube.com/watch?v=jXv7eRZ8Eto
7

CURRENT BEAUTY FAVORITES! Amazing products you NEED
https://www.youtube.com/watch?v=bz2qwT4lwuQ&t=240s

Charlotte Tilbury’s New Foundation Was Tested on 650 People—And It’s the Best I’ve Ever
Used
https://www.glamour.com/story/charlotte-tilbury-foundation-review

Elizabeth Arden Advertisement
https://www.elizabetharden.co.nz

EXPLORING THE BEAUTY INDUSTRY THROUGH AN INDEPENDENT PROJECT
https://www.hbs.edu/mba/blog/post/exploring-beauty-industry-through-independent-project-
curriculum-hbs

Bella Hadid on Her Jewel-Encrusted Met Gala Dress | Met Gala 2019 With Liza Koshy | Vogue
https://www.youtube.com/watch?v=NQRtvjHUQyU&t=13s

1 PIECE, 2 STYLES with JESSICA ALBA
https://www.youtube.com/watch?v=32cb79OQKok

James Charles x Morphe Reveal
https://www.youtube.com/watch?v=0c4wxwLbtxo&t=158s
8

Marketers Say They’re More Interested in Working with Micro-Influencers Than Celebrities
https://www.marketingcharts.com/cross-media-and-traditional/sponsorships-traditional-and-
cross-channel-112361

Why Micro-Influencers May Be the Most Effective Influencer Marketing Strategy
https://buffer.com/resources/micro-influencers/

Micro Influencers vs Macro Influencers
https://www.socialmediatoday.com/news/micro-influencers-vs-macro-influencers/516896/

I’M LVH Blog
http://imlvh.com/back-to-school/

Lizbeth Hernandez Instagram Page
https://www.instagram.com/imlvh/

Lizbeth Hernandez YouTube Channel
https://www.youtube.com/channel/UCkakQQVPvlv-_bdnZrFmg9A/videos

9

FULL FACE OF CLEAN MAKEUP || 12 MUST-HAVE CLEAN MAKEUP PRODUCTS
HAUL || IMLVH || THANK YOU KLARNA
https://www.youtube.com/watch?v=A-EKkp9Sr7w

2020 SOFT GLAM TUTORIAL *TRENDY*
https://www.youtube.com/watch?v=vN1zDEtzd0E

Glossier
https://www.glossier.com

Glossier Holiday Makeup Tutorial
https://www.youtube.com/watch?v=1zfVcVixkUc

10

Asset Metadata

Creator Kurdian, Caroline (author)

Core Title The Digital Revolution and its impact on the beauty industry

Contributor Electronically uploaded by the author (provenance)

School Annenberg School for Communication

Degree Master of Arts

Degree Program Strategic Public Relations

Publication Date 09/22/2020

Defense Date 12/14/2020

Publisher University of Southern California (original), University of Southern California. Libraries (digital)

Tag beauty,beauty industry,influencers,Instagram,interviewee,Marketing,OAI-PMH Harvest,Public Relations,social media,Storytelling,tactics,trends,Video

Language English

Advisor LeVeque, Matthew (committee chair), Cook, Fred (committee member), Floto, Jennifer (committee member)

Creator Email carolinekurdian@yahoo.com,kurdianc@usc.edu

Permanent Link (DOI) https://doi.org/10.25549/usctheses-c89-378138

Unique identifier UC11666631

Identifier etd-KurdianCar-9013.pdf (filename),usctheses-c89-378138 (legacy record id)

Legacy Identifier etd-KurdianCar-9013.pdf

Dmrecord 378138

Document Type Thesis

Rights Kurdian, Caroline

Type texts

Source University of Southern California (contributing entity), University of Southern California Dissertations and Theses (collection)

Access Conditions The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the a...

Repository Name University of Southern California Digital Library

Repository Location USC Digital Library, University of Southern California, University Park Campus MC 2810, 3434 South Grand Avenue, 2nd Floor, Los Angeles, California 90089-2810, USA

Abstract (if available)

Abstract The beauty industry has always been popular, even when finances are tight, people seem to like to indulge in something that makes them feel good. Throughout time, however, it has grown into an industry that is worth over $532 billion. Through the introduction of the internet, specifically social media, the beauty industry’s public relations and marketing tactics have shifted into something more modern and technical instead of the traditional magazine advertisements and A-list celebrity strategies. ❧ My video thesis explored the world of beauty and how its marketing and public relations strategies have transitioned to go hand in hand with social media. Specifically, I analyzed the impact of influencers and what trends and tactics have developed since their introduction to the marketing and PR process. Throughout my research and interviews, I was able to discover how the beauty industry evolved since the beginning of social media and where its headed. By interviewing beauty PR and marketing professionals, the video thesis shows that the following points are key to ensure a beauty brand’s success: ❧ -Authenticity ❧ -Inclusion and diversity ❧ -Consistency ❧ -Growth ❧ -Accessibility ❧ -Strong storytelling