Cortella, Caterina (A.A. 2022/2023) Brand activism in beauty and personal care industry: the L’Oréal Paris’ case. Tesi di Laurea in Marketing communication & new media, Luiss Guido Carli, relatore Paolo Peverini, pp. 96. [Master's Degree Thesis]

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Abstract/Index

Brand activism: origins, actors, and characteristics. Brand activism: the evolution of CSR. Types of brand activism and areas of application. The actors of brand activism. Authentic and non-authentic brand activism. Does activism really help a brand? Brand activism in beauty & personal care industry. Beauty & personal care industry: relevance and key players. Sustainability in beauty and personal care industry. The phenomenon of femvertising. Body positivity and inclusion: “campaign for real beauty” by Dove. Understanding stereotypes and their influence. L’Oréal Paris’ case. Stand up campaign by L’Oréal Paris. Research methodology. L’Oréal Paris brandscape. Semiotic analysis of stand up campaign video: surface, narrative and axiological levels. Content analysis of stand up campaign video.

References

Bibliografia: pp. 88-96.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Marketing (LM-77)
Chair:	Marketing communication & new media
Thesis Supervisor:	Peverini, Paolo
Thesis Co-Supervisor:	Romagnoli, Stella
Academic Year:	2022/2023
Session:	Extraordinary
Deposited by:	Alessandro Perfetti
Date Deposited:	09 Sep 2024 14:18
Last Modified:	09 Sep 2024 14:18
URI:	https://tesi.luiss.it/id/eprint/39523

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