Analysis On Efficiency Of Celebrity Endorsement In Cosmetics' Prormotion

Nowadays,there are all kinds of cosmetics in our market.The consumers are often choosing their own liked cosmetics for some simple reasons.One of the most important factors is choosing endorsed products,which is their loved idols.Through the survey we can found,Amore Pacific as the No.1 of South Korea,it is an international cosmetic company which is welcomed by consumers all over the world.The most important marketing strategy of Amore Pacific's entry strategy in C hina is using celebrity endorsements to do the promotion.By using this kind of method,consumers were absorbed by those celebrities.This kind of promotion got a good result in C hinese cosmetic market,and was thought to be a typical of promotion method.Therefore this article will take Amore Pacific cosmetics company as an examp le,from the perspective of consumers,to do the theories and substantiation analysis.I will mainly use "4Fs" model and Meaning Transfer models as the foundation,build up a basic model of this article.Then,I will use theories analysis,combine depth interviews and expert advices,and make Likert scale as the final questionnaire survey.Because of the specialization of the cosmetics,this questionnaire will mainly focus the girls aged 16 to 25.Those girls at that age are mostly in the position of students and employees who are just enter society.These girls have a better knowledge than others.Comparing to other consumers,they are much easier be influenced by some outside things especially a celebrity endorsement.Choosing those groups can have a better reference value.During the survey,I combined on-line and off-line questionnaire,randomly issued questionnaires 2000 pieces.Then supervise the answers and recycled 1792 copies of effective questionnaire.The effective recovery is 89.6%.On the foundation of this survey results,I used SPSS18.0 to do a Descriptive analysis.Make statistical results of reliability analysis,validity analysis,correlation analysis and,regression analysis successively.It is to know whether the questions and answers of this questionnaire is real and effective.To judge this questionnaire is according to the original assumption or not.And then establish one-knob linear regression equation in terms of the assumption.To find out the model variables such as mentioned in the celebrity endorsements,meaning transfer and promotion.It responds the relationship between consumers reaction to celebrity endorsements,which come to the effectiveness of this kind of promotion.Finally,according to that linear regression equation,it can be fond that the factors of Fit,Fame,Facets and meaning transfer have a positive correlation to the promotion.Among the factors,Fits get the biggest weight coefficient,which is thought to be the first consideration in celebrity endorsement.Fames are important factors of celebrity endorsement.The higher fames of those celebrities have,the more positive facilitation will be to the promotion.Facets also have a positive influence in the promotion.Although the weight of facet is a little bit lowe r than other factors,when choosing celebrities,once the methods of endorsement can match with their career and status consumers can be accepted and satisfied.Meaning Transfer has the same influence with Fame in promotion.Only by the right guiding and suitable meaning transferring,celebrity can make progress as the same as the company.Through this research results,we can find that celebrity endorsement can have a positive facilitation to the cosmetic promotion.It will make a revelation to Chinese cosmetic companies.By the means of this survey,we can draw the conclusion: When doing a celebrity endorsement promotion,firstly ensure the fitness of celebrity and product.Then choose the famer celebrity to make company the more opportunities.Enhance the effectiveness of Meaning transfer at the same time.Be good at utilizing the facets of celebrity and choose a celebrity who is at a good credit to do the promotion.Finally,innovation product technology and reduce endorsement finance in order to have a brighter future.