Identity dimensions of cosmetics consumption for second-generation immigrants in France

Les facettes identitaires de la consommation: le cas des cosmétiques chez les deuxièmes générations d’immigration

Denis Darpy (), Virginie Silhouette-Dercourt and Christel de Lassus ()
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Denis Darpy: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Christel de Lassus: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: This research focuses on second-generation female consumers' relationship to cosmetics. Cosmetics consumption carries individual, cultural, and social dimensions for second-generation immigrants. It enables them to individually manage their cultural identities. This research is grounded on 31 interviews of young female consumers relating to practices, products usage and purchased brands. A semiotic analysis is then conducted. Brands "from here", "from there" as well as global brands may use ingredients, colors and packaging design to modify cultural perceptions of products.

Keywords: cultural dimensions; identity; second-generation; Migration; semiotics; cosmetics; deuxième génération; dimensions culturelles; identité; Immigration; cosmétiques; sémiotique. (search for similar items in EconPapers)
Date: 2013-03
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Published in Décisions Marketing, 2013, 69, pp.77-88. ⟨10.7193/DM.069.77.88⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01366409

DOI: 10.7193/DM.069.77.88

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