Using cosmetics: The social construction of a consumer object

In this study, the consumption of cosmetics is examined as a social construction. Methods industry uses to sell cosmetics, including advertising and personal demonstrations; ways that consumers decide whether to purchase cosmetics; and the ways in which users actually use cosmetics are discussed. Rather than the structural view of consumers as passive victims of the marketing process, consumers are seen as active decision makers who, jointly with the messages they receive, construct the meanings of products.