Reviving Icons: How MAC Cosmetics Harnesses Celebrity Legacies for Brand Loyalty

• Autores: Ampuero, Miranda, Arbaiza, Francisco
• Formato: artículo
• Fecha de Publicación: 2024
• Institución: Universidad Peruana de Ciencias Aplicadas
• Repositorio: UPC-Institucional
• Lenguaje: inglés
• OAI Identifier: oai:repositorioacademico.upc.edu.pe:10757/676101
• Enlace del recurso: http://hdl.handle.net/10757/676101
• Nivel de acceso: acceso embargado
• Materia: Brand and Pop Culture; Celebrity Endorsement in Cosmetics; Consumer Perceptions; Emotional Marketing; Influence of Iconic Celebrities

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.