Les facettes identitaires de la consommation : Le cas des cosmétiques chez les deuxièmes générations d’immigration

Abstract : This research focuses on second-generation female consumers’ relationship to cosmetics. Cosmetics consumption carries individual, cultural, and social dimensions for second-generation immigrants. It enables them to individually manage their cultural identities. this research is grounded on 31 interviews of young female consumers relating to practices, products usage and purchased brands. a semiotic analysis is then conducted. Brands “from here”, “from there” as well as global brands may use ingredients, colors and packaging design to modify cultural perceptions of products.
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Journal articles
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https://hal-upec-upem.archives-ouvertes.fr/hal-01130692
Contributor : Christel de Lassus <>
Submitted on : Thursday, March 12, 2015 - 10:54:49 AM
Last modification on : Thursday, September 5, 2019 - 4:50:59 PM

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Christel de Lassus, Virginie Silhouette-Dercourt, Denis Darpy. Les facettes identitaires de la consommation : Le cas des cosmétiques chez les deuxièmes générations d’immigration. Décisions Marketing, Association Française du Marketing, 2013, 69, pp.77-88. ⟨10.7193/dm.069.77.88⟩. ⟨hal-01130692⟩

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