Unveiling Consumer Vulnerabilities: A Critical Examination of Insecurity-Based Marketing Strategies in the Beauty Industry – The Case of Glow and Lovely

Abstract

This study explores the impact of insecurity-based marketing in the beauty industry, focusing on Glow and Lovely’s rebranding efforts and their effects on consumer perceptions and behaviours. It explores the effectiveness of rebranding in altering consumer perceptions and fostering brand loyalty. The research employs a qualitative approach, using in-depth interviews with 12 participants aged 19-35 to gather insights. The study utilises thematic analysis to identify key themes related to consumer vulnerability, societal norms, and brand trust. Findings indicate that consumers are aware of insecurity-based marketing tactics and recognise the societal and cultural pressures that support these messages. While some consumers see the rebranding as a positive step towards inclusivity, others remain sceptical about the brand's authenticity, affecting trust and loyalty. The study shows that the rebranding has had a mixed impact, with both positive reception and lingering doubts. This research contributes to the understanding of consumer vulnerability by illustrating how cultural and societal pressures amplify the effects of marketing tactics, shaping consumer behaviour and perceptions. The study suggests that brands should adopt more authentic and inclusive marketing strategies to build consumer trust and loyalty, emphasising the need for ethical considerations in marketing. Furthermore, the research underscores the importance of promoting diverse and inclusive beauty standards, advocating for marketing practices that positively impact consumer well-being.