Reviving Icons: How MAC Cosmetics Harnesses Celebrity Legacies for Brand Loyalty

Ampuero M.; Arbaiza F. · RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao (2024)

Resumen

The study analyzed the perception of Peruvian millennial women about celebrity advertising, focusing on MAC Cosmetics’ collaboration with Selena Quintanilla. Through qualitative interviews, the impact of this strategy on consumer perception and satisfaction was examined. The results show a positive perception of Celebrity Endorsement in cosmetics, highlighting its ability to connect emotionally through personalized products. The “Selena the Queen” collection was received as a meaningful tribute, influencing the purchase decision. However, cost was a barrier for some. It was concluded that associations with deceased celebrities generate deep emotional ties, offering valuable insight into their influence on brand communities.

Instituciones: Universidad Peruana de Ciencias Aplicadas