Fakeup: a study of globalization, beauty, and the booming market of fake makeup in Divisoria

Abstract

Beauty is a concept that is always in a state of flux. It is ever changing through time and space. Today, globalization and technology help shape the new beauty ideals and standards. Social media had become the one of the most influential tool used by companies, marketers, and advertisers alike. In the context of beauty, social media had also been used to propagate beauty ideals while promoting beauty products. Furthermore, globalization coupled with technology allows for the proliferation of counterfeit cosmetic and makeup products in the Philippines. The goal of this study is to investigate whether or not globalization and social media affects the purchase intention towards counterfeit makeup products sold in the market as well as the concept of beauty present in the country. It examines the historical background of the concept of beauty and beauty standards. This study applies cultivation theory and social comparison theory to examine whether or not globalization and technology/social media can cultivate ideas and themes relating to beauty and self-perception. It also applies parts of the theory of planned behaviour to identify the factors that contribute in the purchase intention of counterfeit makeup beauty products. Lastly, the interplay of the factors generated from the study aims to understand how the concept of beauty reflects the social, economic, cultural, and political aspects of a person's life.