Date of Award
10-2025
Document Type
Capstone Project
Degree Name
Bachelor of Business Administration, BSBA
School
SBS
Department
McNair Scholars Program
Faculty Advisor
Lori LaDuke
Abstract
This research explores the complex relationship between cosmetic industry marketing strategies, media-driven beauty standards, and the mental health of Generation Z consumers. Utilizing both qualitative and quantitative methods, the study examines how frequent exposure to curated beauty ideals and persuasive advertising shapes self-esteem, confidence, and personal identity among young adults. Through surveys and in-depth interviews, the research highlights the evolving nature of cosmetic use, revealing how early engagement with beauty products often stems from social conditioning and personal insecurities. Participants describe a shift from using cosmetics as a means of concealment to embracing them for creative expression and self-care. However, the findings also underscore the persistent pressures imposed by media and industry messaging, which can foster dependence on external validation. The study calls for greater transparency, ethical responsibility, and authentic representation within the cosmetic industry to support healthier self-image and mental well-being in young consumers, while also identifying areas for further research and policy intervention.
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Recommended Citation
Avila Velasquez, Tatiana, "Decoding Influence: Cosmetic Industry Strategies, Media Beauty Standards, and Their Mental Health Impact on Generation Z Consumers" (2025). Undergraduate Theses and Capstone Projects. 45.
https://dc.suffolk.edu/undergrad/45