The Importance of Celebrity Endorsement in the Beauty Industry among Generation Z in India

The aim of this thesis is to assess the importance of celebrity endorsements in marketing with regards to the beauty industry in India, with a specific emphasis on understanding how they shape Indian generation Z’s brand perception and purchase behavior. This study will further provide clarity as to whether celebrity endorsing is a successful marketing strategy for brands to get Generation Z to purchase beauty-related products and services. The theoretical part covers relevant concepts of celebrity endorsements in marketing and essential practical framework. In order to achieve the objective of this thesis, a qualitative method of research will be used. Individual interviews with Indian Generation Z consumers will be conducted, to better understand their motivations and attitudes when it comes to celebrities endorsing beauty products. The findings show that although celebrity endorsements may not have a big impact on consumers' intentions to make purchases, they are significant for brand recall and brand image. Beauty brands may benefit from the findings of this thesis to improve their marketing strategies, understanding the industry's challenges and adapting their marketing strategies to meet the demands of Generation Z consumers.