Promosi barangan melalui

pelbagai teknik pemasaran

yang canggih
menyebabkan individu dalam
sesebuah masyarakat semakin
sukar untuk membuat
pilihan atau keputusan dalam
membeli sesuatu barangan.
Pelbagai pilihan untuk
memberi keuntungan kepada
pengguna ditawarkan oleh
pelbagai bentuk perniagaan
dan pasaran, sehingga
pengguna tidak dapat
membezakan antara pilihan
yang benar-
1. Overview
The word cosmetics comes from the Greek word meaning "clothing and jewelry techniques".
Cosmetics, also known as make-up, are ingredients or products used to enhance the
appearance or fragrance of the body. Many cosmetics are designed for use on the face and
hair. In the 21st century, women generally use more cosmetics than men. They are generally a
mixture of chemicals; some are derived from natural sources (such as coconut oil), and some
are synthetic. Common cosmetics include lipsticks, mascara, eye shadows, foundation,
cheekbones, skin cleansers and skin lotions, shampoos, hair products and perfumes. In the
United States, the Food and Drug Administration (FDA), which regulates cosmetics, defines
cosmetics as "intended for use on the human body for cleansing, embellishment, promoting
attractiveness, or altering appearance without affecting body structure or function". The broad
definition includes any material intended for use as a component of a cosmetic product. The
FDA specifically does not include soaps from this category. A subset of cosmetics is called
"make-up", referring primarily to products that contain color pigments aimed at changing the
appearance of the consumer.

cosmetics advertising
Advertising is a form of notification or either promotion to the public regarding a product or
service offered either using mass media or print media such as newspapers, radio, television,
social media, brochures, magazines and so on. Advertising is also considered as the most
important marketing strategy because it is a method of delivering information to the public
quickly and attractively. Every day, most of us will be able to see or hear advertisements
related to cosmetic products. Some of us may be easily persuaded and influenced while others
may be skeptical of the information presented. Cosmetic products in the market are subject to
compliance with the rules and requirements set out under the Drugs and Cosmetics Control
Regulations 1984 and Guidelines for the Control of Cosmetic Products in Malaysia. Among
other things, the rules and guidelines also contain the Cosmetic Product Advertising Code
which sets out the requirements to be followed for the advertising of cosmetic products.

Basic Principles of Cosmetic Product Advertising Code

1. Accurate and true information

Every cosmetic product advertisement posted must contain accurate, true, up-to-date, reliable
information and be backed up with sufficient data. It is the fault of the individual or the
company that posted the misleading ad content, which cannot be proven to be true and which
can result in the wrong use of the product or risk to the consumer.

2. Moral Standards and Morals of Malaysian Society

Statements or visuals that are contrary to the morals and ethics of Malaysian society or
intended to embarrass or slander any layer of society are not allowed to be included in any
cosmetic product advertisement. In addition, advertisements are also not allowed to exploit
the religious beliefs and beliefs of the local community.

3. Effects Before and After Product Use

The effects shown before and after using a cosmetic product are often used as an attraction to
increase consumer confidence regarding the effectiveness of a product. However, it should be
noted that the pre- and post-effects must reflect the actual effect, be equipped with a detailed
period and manner of use and can be supported by valid and sufficient evidence.
However, there are many advertisements that display comparisons of the effects of skin care
products based on the face without makeup, full of blemishes with the face that has been
made up or using edited pictures. The comparison is clearly unreasonable and does not show
the real situation and is seen as intended to deceive consumers.

4. Testimonials
Testimonials or personal experience after using a cosmetic product displayed on the
advertisement must be true, authentic and refer to a reasonable period of use. Product
testimonials can only be applied if they involve the same product with the same formulation.
The company must really ensure that there is valid evidence and sufficient documents to
support the testimonials posted. Other factors that may affect the effect of the product such as
the use of other products at the same time also need to be detailed and the information needs
to be verified with complete documentation evidence.
Apart from testimonials from users, testimonials from health professionals such as doctors,
dentists and so on are also used in advertisements. Testimonials from health professionals
should not be contrary to professional ethics or any legislation set for such professionals. For
example, any advertisement involving a dentist or dental practitioner to promote any cosmetic
product for teeth or oral care is not permitted by the Malaysian Dental Council. The National
Pharmaceutical Regulatory Agency (NPRA) issued a directive in 2011 in this regard.
5. Quantitative Claims
The results of clinical trials and research published in cosmetic product advertisements should
be ensured to be true and can be proven by documents covering the method and analysis of
scientifically acceptable research results. In addition, the study conducted should be relevant
to the claims made and only claims that meet the definition of cosmetics are allowed to be
displayed in the relevant advertisements.

attitude
5. Attitude towards Advertising
Wolf's (2004) study found that slim body shape dominated advertisements about women's
products. This is because positive social perceptions are always associated with slimming,
whereas negative social perceptions are associated with obesity.
The relationship of attitudes towards advertising
Attractive ads are able to attract the attention of anyone who watches it. Moreover at
this point most of the younger generation has their own gadgets. The widespread use of the
internet makes it easier for advertising companies to advertise their cosmetic products because
the average young generation, especially women, will spend time surfing the internet.
Cosmetic ads using famous celebrities also have a big impact on the audience. The average
follower will try to wear a product used by their favorite artist. As an example for the
followers of the country's number one singer, Datuk Siti Norhaliza, they will use the
cosmetics product produced by the singer, namely SimplySiti products so that they will look
beautiful like their idol. In contrast to users who do not focus on advertising. They will buy
cosmetic products that are thought to suit their skin only without knowing that there are new
cosmetic products on the market. In fact, they are not obsessed with cosmetic products used
by their favorite celebrities.

Relationship of attitudes towards brands

The instinct of women who want to always look beautiful is undeniable. Even for those who
have a position will use international products that feel more luxurious, stylish and meet the
taste comparable to their position. So they are willing to spend money to buy branded
cosmetic products. Nowadays, the average teenager and the younger generation prefer
cosmetic products from Korea which are said to be safer because most of their products are
made from natural resources. Apart from that it is also related to their interest in Kpop artists.
For those who have a career, they also care about brands, especially foreign products that feel
more sophisticated and in line with their souls. There are also those who think it is worthwhile
for them to spend a lot of money to buy products abroad because it is more durable. Using
branded products shows their ability to own and in turn can give satisfaction to those users. In
addition to showing their loyalty to their favorite brands. Even those who value the brand will
use products from abroad to show their status.

Relationship of attitudes towards products

Consumers are more attracted to overseas brands that are considered better than locally
produced products may be because the brand has long been established in the market and
easily available compared to local cosmetics products that are less exposed to its existence on
social media causing many consumers to be unaware of it. Apart from cosmetic products
produced by celebrities, other local products are quite difficult to find a place among women
because they doubt the effectiveness of the product.

Intention Buying Against Advertising

Dumping ads on cosmetic products causes consumers to have many options to buy.
Consumers can make comparisons in terms of price, quality and appearance of the product
before they buy. According to the view of Spears & Singh (2004) intention can be defined as
a conscious plan of one to seek to buy a particular brand. There are various cosmetic products
on the market. Sometimes it makes it difficult for the user to make a choice. According to
Kwan (2006) there are many factors that influence the purchase intention such as product
characteristics, individual characteristics of consumers and environmental characteristics.
According to Jalalkamali and Nikbin (2010), in a complex business environment, consumers
typically make purchasing decisions based on price, quality, product brand, advertising, friend
and family recommendations, and previous consumer purchasing experience. In particular,
interpersonal influences play an important role in the purchase of consumer cosmetics.
Therefore, consumers are more influenced by the opinions of their friends and family in
addition to the influence of advertisements on the purchase of cosmetics. Furthermore, the
easily accessible internet makes it easy for users to exchange opinions and also see
testimonials from previous users.
The intention to buy advertising has been scrutinized in recent decades. Its ubiquitous
impact on the advertising industry manifests itself in the domain of consumer buying behavior
and industry freedom in placing its message in the media. Lutz (1985) defines an attitude
towards advertising as "a tendency to learn to respond consistently whether good or not.

Classic Air Conditioning:

Consumers often buy new products associated with well-seen brand names. Their good
attitude towards the brand is the result of repeated satisfaction with other products produced
by the same company. A brand name is an unconditional stimulus that, through positive
repetition and reinforcement produces 20 good attitudes (unconditional response). Family
branding ideas are based on this form of attitude learning.

Instrumental preparation
Sometimes, the attitude of following the purchase & use of products. A consumer can buy a
branded product without having to prioritize it as it is the only such product available. Further
consumers also attempt to buy new brands from product categories where they have no
personal involvement. If they find the brand purchased satisfactory, they tend to develop a
good attitude towards it.

Cognitive Learning Theory: -

Situations where consumers strive to solve problems or meet needs, they tend to form
attitudes (either positive or negative) about the product based on their own disclosure of
information & cognition (knowledge & benefits). In general, the more information consumers
have about a product or service, the more likely they are to form an attitude about it, either
positive or negative. However, regardless of the information available, users are not always
ready or willing to process product-related information. Furthermore, users often use the
amount of information they have. 21 Users typically only absorb three or four pieces of
information at a time.