The study analyzed the perception of Peruvian millennial women about celebrity advertising, focusing on MAC Cosmetics’ collaboration with Selena Quintanilla. Through qualitative interviews, the impact of this strategy on consumer perception and satisfaction was examined. The results show a positive perception of Celebrity Endorsement in cosmetics, highlighting its ability to connect emotionally through personalized products. The “Selena the Queen” collection was received as a meaningful tribute, influencing the purchase decision. However, cost was a barrier for some. It was concluded that associations with deceased celebrities generate deep emotional ties, offering valuable insight into their influence on brand communities.

Se declara infundado el recurso de revisión planteado contra la Re-solución 274-2012/INDECOPI-PIU, en tanto la Comisión de la Oficina Regional del Indecopi de Piura no interpretó erróneamente los artículos 186º y 189º de la Ley del Procedimiento Administrativo General. El desistimiento convencional única-mente podrá realizarse hasta antes de la notificación de la resolución que pone fin a la primera instancia.