Celebrity entrepreneurship in the cosmetics industry: a case study on Fenty Beauty and an empirical analysis of consumer behavior
Fuzio, Carlotta (A.A. 2024/2025) Celebrity entrepreneurship in the cosmetics industry: a case study on Fenty Beauty and an empirical analysis of consumer behavior. Tesi di Laurea in Management, Luiss Guido Carli, relatore Francesca Vicentini, pp. 72. [Bachelor's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
The evolution of the celebrity role: from endorsement to entrepreneurship. Introduction to celebrity marketing. Theoretical models. The impact of social media and influencer marketing. From celebrity endorsements to celebrity-owned brands. The cosmetics industry and celebrity beauty brands. Testing the theoretical models in the cosmetics industry: an empirical study on celebrity beauty brands. Survey objectives and research question. Methodology and survey structure. Survey sample. Key findings and cross-generational comparison. Managerial implications. Beauty for all: a case study on Fenty Beauty by Rihanna. Rihanna’s journey: from music to beauty. Fenty Beauty. Key success factors. What makes Rihanna a successful beauty entrepreneur? Survey findings: what consumers say about Fenty Beauty. Rihanna’s best practices for long-term success.
References
Bibliografia: pp. 69-72.
| 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: | Management |
| Thesis Supervisor: | Vicentini, Francesca |
| Academic Year: | 2024/2025 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 18 Dec 2025 14:34 |
| Last Modified: | 18 Dec 2025 14:34 |
| URI: | https://tesi.luiss.it/id/eprint/44513 |
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