Beauty with a purpose: assessing how authentic brand activism affects consumer mental health: the case study of Rare Beauty
Portincasa, Ludovica (A.A. 2024/2025) Beauty with a purpose: assessing how authentic brand activism affects consumer mental health: the case study of Rare Beauty. Tesi di Laurea in Marketing, Luiss Guido Carli, relatore Maria Giovanna Devetag, pp. 63. [Bachelor's Degree Thesis]
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Abstract/Index
Brand awareness, corporate social responsibility and brand activism. The importance of brand awareness in buyers’ decision journey. From corporate social responsibility to brand activism. The phenomenon of “woke washing”. Beauty evolution and customers’ mental health. The evolution of beauty. The rising importance of mental health. Case study analysis: Rare Beauty. The history of Selena Gomez and the foundation of rare beauty. Origins of the marketing mix.
References
Bibliografia: pp. 52-63.
| Thesis Type: | Bachelor's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Bachelor's Degree Programs > Bachelor's Degree Program in Economics and Business, English language (L-33) |
| Chair: | Marketing |
| Thesis Supervisor: | Devetag, Maria Giovanna |
| Academic Year: | 2024/2025 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 25 Nov 2025 09:32 |
| Last Modified: | 25 Nov 2025 09:32 |
| URI: | https://tesi.luiss.it/id/eprint/44019 |
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