Date of Award


Document Type

Master Thesis

Degree Name

Master of Business (Research)


Cork Institute of Technology

First Advisor

Ms. Colette Murphy


Cosmetics advertising exert an image of hope and belief to consumers in that these products will dramatically make them look younger and change their lives. Much criticism has been drawn to cosmetic claims based on nanotechnology. Do they work? Are they safe? Do the cosmetic companies use false claims?

Today, the media is saturated with advertisements that promote cosmetic products. The cosmetics industry is becoming more and more advanced due to the use of nanotechnology. Cosmetic advertisements are so common that it is difficult to distinguish one from the other. Celebrity endorsers are being utilised by cosmetic companies to promote nanotechnology based cosmetic products, free sampling is also a popular method used as a marketing tool. There are some concerns surrounding the use of nanotechnology in cosmetics. Concern exist also on the reliability of cosmetics advertisements due to false claims that have emerged from companies such as L’Oreal.

This study seeks to examine the attitudes that Irish female consumers have concerning the use of nanotechnology claims in cosmetic advertising. Respondents gave their views on the various areas surrounding the use of nanotechnology is cosmetics advertising appeals including; Celebrity endorsers, free samples, false claims, influence on purchase, preferences on nanotechnology claims versus natural claims and documentary style advertisements. The respondents views were analysed in different age groups to seek how women’s’ attitudes change with age.

It has been shown from the research that the use of nanotechnology in cosmetics advertising such as anti-wrinkle creams did have a positive effect on most of the respondents in the study. It was noted that there is too much scientific jargon used in these advertisements, however it does not affect the consumers decision in a negative way. It emerged that cosmetic advertising did have a positive effect on the purchasing decision of a consumer.

The findings of this research are significant as they expose female consumers’ attitudes towards the advertising of nanotechnology based claims in cosmetics.

Access Level


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Marketing Commons