Addressing The Promotion of Overconsumption among Beauty Influencers: A Guide for Promoting Responsible Beauty Consumption

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bachelor_Rouhesmaa_Emma_2025.pdf (678.59 KB)

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School of Business | Bachelor's thesis
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Date

2025

Department

Markkinoinnin laitos

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Mcode

Degree programme

Markkinointi

Language

en

Pages

30 + 4

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Abstract

This bachelor's thesis examines the role of social media influencers in the phenomenon of overconsumption within the beauty industry. By analysing current research on overconsumption, influencer marketing and the beauty industry, the research compiles the most significant factors in beauty influencer content that are likely to contribute to overconsumption. These include, above all, the exploitation of scarcity tactics, the prominence of materialistic values and the emphasis on unrealistic beauty standards. Based on the findings, the thesis puts together a framework that demonstrates ways to implement responsibility and the promotion of mindful consumption to beauty influencer content. Effective approaches are seen as those that raise awareness of overconsumption, fight against the factors that cause it or demonstrate responsible consumption to the audience. Building on these, the research highlights four different ways in which beauty influencers can integrate responsibility and anti-overconsumption practices into content, depending on the tone and style of the content.

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Thesis advisor

Tulensalo, Onni

Keywords

overconsumption, influencer marketing, beauty industry, excessive buying, materialism

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https://urn.fi/URN:NBN:fi:aalto-202501261791

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[kand] Kauppakorkeakoulu / BIZ (Open Access)