Date of Award


Document Type

Master Thesis

Degree Name

Master of Arts (Research)


Cork Institute of Technology

First Advisor

Emmett Coffey


This research study aims to investigate and analyse what is working in the cosmetic PR industry for beauty brands; bloggers; and beauty consumers. There has been limited research conducted into this important topic and less so into the PR tactics used by large cosmetic brands. This thesis first examines that said limited scope of literature that relates to the cosmetic PR industry but not well and it further examines the viewpoints of well-known PR professionals. From this research, a triangulation approach to data collecting was outlined and conducted that included two interviews with beauty industry experts; a PR professional, a large scale Irish blogger with over 60 thousand followers; and a survey that was targeted at social media beauty consumers. The results indicate that traditional media is still a valued PR tactic that is as important to both brand and consumer even as new media or social media seems to have taken over. The results also highlighted that beauty consumers primarily use Youtube when researching new beauty products and over 70% of those participants do not believe that larger scale beauty bloggers are reliable for product reviews.

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