Degree Name
MA (Master of Arts)
Program
Brand and Media Strategy
Date of Award
5-2025
Committee Chair or Co-Chairs
Robert Andrew Dunn
Committee Members
Anthony Chase Mitchell, Melanie Richards
Abstract
Diversity in beauty brand marketing is increasingly important as platforms like Instagram shape consumer perceptions. This study analyzes how Fenty Beauty, MAC Cosmetics, and L’Oréal represent diversity, particularly skin tone, in their Instagram content, using source credibility theory and social identity theory. A content analysis was conducted to evaluate how visual elements relate to engagement, measured by likes, comments, and shares. Findings show that Fenty Beauty features more dark-skinned models than its competitors. However, posts with darker-skinned models do not receive higher engagement. Instead, factors like model attractiveness and hair type, especially curly hair, drive interaction. Although Fenty’s posts generally garner higher engagement, the limited impact of skin tone alone suggests that representation does not directly translate into audience interaction. This study adds to digital branding scholarship by revealing the complex dynamics between inclusivity and engagement in beauty marketing on social media.
Document Type
Thesis - embargo
Recommended Citation
Narh, Julia K., "Diversity in Beauty Brand Marketing on Instagram: The Case of Fenty Beauty" (2025). Electronic Theses and Dissertations. Paper 4516. https://dc.etsu.edu/etd/4516
Copyright
Copyright by the authors.