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Publication Date

Fall 2012

Degree Type

Thesis - Campus Access Only

Degree Name

Master of Science (MS)


Journalism and Mass Communications


Timothy Hendrick


advertising, cosmetics, herbal, "India vs. United States", marketing, skin tone

Subject Areas

Marketing; Mass communication; Pacific Rim studies


This study draws attention to the marketing strategies used to promote female cosmetic skin care products in the United States and India. It was conducted by researching advertisements from magazines in both countries. A content analysis of these advertisements revealed insight into color preferences, skin tone of models, types of cosmetic products, promotion of herbal ingredients in cosmetic products, and product description in the ads. The results of this study confirmed that there are differences in cosmetics' marketing in the two countries. Most of the differences were due to culture of both countries and their influence on consumer behavior, including the consumption of cosmetics.