The Impact of L’Oréal Paris Brand Ambassadors on Consumer Purchase Decisions in Skincare, Makeup, and Haircare Products

This bachelor’s thesis analyzes the impact of L’Oréal Paris brand ambassadors on consumer purchase decisions in skincare, makeup, and haircare products. The primary objective is to identify which ambassador characteristics most significantly influence consumer perceptions and evaluate how their effectiveness varies across distinct product categories. Methodologically, the study employs a quantitative online survey targeted predominantly at young consumers, analyzed through Pearson correlation coefficients. The empirical findings indicate that perceived expertise and trustworthiness serve as the primary drivers of purchase intention, whereas the direct relationship of physical attractiveness was found to be statistically insignificant. Regarding product categories, active users demonstrate a more analytical approach toward skincare and haircare by demanding rational evidence, while the study also highlights a significant bottleneck in low individual ambassador recall. Finally, actionable strategic recommendations are proposed for L’Oréal Paris to optimize campaign returns by enhancing messenger expertise and alignment with product functions.