(Te Herenga Waka—Victoria University of Wellington, 2015) Kadam, Sudipa; Stewart, David
This paper examines the relationship between the cosmetic enhancement industry and the generation of people who were born after 1980. It describes how millennial target audiences represent a significant investment opportunity for purveyors of cosmetic enhancement services and products. The paper also analyses the literature in the non-surgical facial aesthetic sector in the cosmetic enhancement industry and traces development through history as well as the need to effectively fine tune and improve its relationship with customers and media in the digital information age. The design and delivery of an interview series and online survey was undertaken to test and find a vector match for the intersection of millennial audience wants for cosmetic enhancement with their preferences for consumption of advertising, marketing and media on digital platforms. Companies that have products and services need to engage and converse effectively with millennials to ensure the market hears them and interacts in an economic sense.
