DEPARTMENT OF INDUSTRIAL ENGINEERING & MANAGEMENT

B.M.S COLLEGE OF ENGINEERING

BENGALURU-560019

 
“HYPER CONSUMERISM-INFLUENCE
MARKETING IN FASHION AND BEAUTY
INDUSTRY”
Under the Guidance of 
Shylaja J Chandra
Associate Professor

KAVYA P (1BM16IM026)
Hyper-Consumerism
Consumerism is the human desire to obtain products and goods in excess of one's basic needs.
Basic needs typically refer to having sufficient food, clothing and shelter.
Consumerism is the belief that personal wellbeing and happiness depends to a very large extent
on the level of personal consumption, particularly on the purchase of material goods. Center of
happiness is consumption and material possessions.
Approximately 1.7 billion people worldwide now belong to the "consumer class"—the group of
people characterized by diets of highly processed food, desire for bigger houses, more and
bigger cars, higher levels of debt, and lifestyles devoted to the accumulation of non-essential
goods.
Hyper-Consumerism
Human identity is no longer defined by what one does, but by what one owns.
This mass media advertisements make us believe that happiness is simply the multiplication of
pleasure and utility. Advertisements create wants and aspirations that are superficial and self-
centered.
This greedy nature cultivated by hyper-consumerism reduces human beings to the level of being
pleasure seekers and utility oriented at the expense of searching for the ultimate good for
appropriate human flourishing.
Hyper-consumeristic culture from a global perspective takes into consideration of economic
exchanges; these include cross-border trade in goods and services, capital flows and financial
investments.
Influence Marketing
Influencer Marketing is the process of developing relationships with influential people that can
lead in assisting you in creating visibility for your product or service. This type of marketing
depends on having something great to offer your potential customers, and the audience of the
influencer, and it also depends on your building a great relationship with the influencer as well.
In today's social web, there are a three major ways an influencer can have a big impact on your
business:
They can write a blog post / article.
They can share information in their social media accounts.
They can ask you, or permit you, to guest post on their site.
Or, any combination of, or all of, the above.
Marketing Management Philosophy
Fitness to Latent Requirements
It is one of the stages of evolution of customer satisfaction. Fitness to Latent Requirements
means meeting customer needs before customers are aware of those needs. If a company
succeed in finding latent requirement of the market, it may achieve monopoly for a little while.
The company can ask a higher price, which can be very profitable.
PHILOSOPHY-IN AND PHILOSOPHY-OUT
It may not be sufficient only to listen to customers and to focus on their satisfaction. Customers
may demand more or less than is beneficial to them in the longer run. The company must also
be aware of the greater societal trends that may influence the needs of customers or what the
company should do. We call this philosophy-in.
Also, in some cases, the company may want to influence their customers or societal trends. For
instance, the company may have less consumption-oriented packaging ideas than the packaging
methods customers are used to or think they want.
It may be important for the company to put forth its vision for society. We call this philosophy-
out. Concern for the environment, ethical behavior, public health concerns, and so on could be
part of a company's philosophy-out approach.
INCREASE SALES BY TARGETING
IMPULSIVE CONSUMERS
Trigger FOMO (Fear of Missing Out)
The “fear of missing out” is a very real and very powerful marketing tool. For those that are
unfamiliar, FOMO refers to the fear that someone can feel if they don’t do something.
Create Flash Sales
Flash sales are a fast and easy way to make sales from both impulse buyers and loyal customers.
The combination of limited stock and added discount can be all that is needed to push for a
purchase.
Add Complementary Products
Complementary products are items that are ideally bought together. For instance, if you’re on a
site and see the phrase “Customers who bought this also bought,” followed by a list of
recommended products, they’re likely to be complementary products.
INCREASE SALES BY TARGETING
IMPULSIVE CONSUMERS
Product Placements
Before you start pushing for impulse purchases,
you first need to identify what products you want
customers to be pushed towards. Once you’ve identified
these, the first step is to put them on your home page.
It’s important that you aren’t making people search for
them as ideally you want a consumer to visit your website,
see the product and purchase it immediately.
CHARACTERISTICS OF
HYPER-CONSUMPTION
Personal identity
Hyper-consumerism is fueled by brands, as people often form deep attachment to product
brands, which affects people's identity, and which pressure people to buy and consume their
goods.
Product lifecycle
Another of the characteristics of hyper-consumerism is the constant pursuit of novelty,
encouraging consumers to buy new and discard the old, seen particularly in fashion, where
the product lifecycle can be very short, measured sometimes in weeks only.
Conspicuous consumption
In hyper-consumerism, goods are often status symbols, as individuals buy them not so much to
use them, as to display them to others, sending associated meanings (such as displaying wealth).
LITERATURE REVIEW
INFLUENCE MARKETING IN THE FASHION
AND BEAUTY INDUSTRY
Author - Arminda Paço & Sofia Oliveira
This research aims to identify the importance
that influence marketing today plays in fashion
and beauty blogs, thus grasping whether these
blogs influence the consumer/follower.
Results point that influence marketing does
impact on purchasing intentions as regards the
products presented as well as on attitudes and
behaviors towards fashion and beauty.
Consumers hold favorable opinions towards
blogs, irrespective of the age group
THE ROLE OF PRICE IN THE BEHAVIOR AND
PURCHASE DECISIONS OF COMPULSIVE BUYERS
Author - Monika Kukar-Kinney, Nancy M.
Ridgway and Kent B. Monroe
The present research examines the relationship
between consumers’ tendencies to buy
compulsively and their response to price based on
a survey of customers of Internet clothing retailer.
The research findings suggest that compulsive
buyers possess greater knowledge of store prices
and are more brand conscious and prestige
sensitive in comparison with non-compulsive
buyers.
LITERATURE REVIEW
IMPACT OF INFLUENCERS IN CONSUMER
DECISION PROCESS: THE FASHION INDUSTRY
Author – Sudha M and Sheena K
The results of the research indicate that blogs
can have a significant impact on how young
women behave after reading a positive comment
on a purchase, as they enjoy not only having are
liable source telling them their opinions on the
products and having a source of information.
Therefore by writing about the experiences on
blogs, companies can get an idea of what they
have done right and what they need to improve
on, getting the customer point of view.
STIMULATING FACTORS OF IMPULSE BUYING
BEHAVIOUR
Author - Mustafa Unsalan
Consumers buy products not only because of
need to them but also because of sudden urge
to buy them. The aim of this study is to
present a detailed literature review of the
impulse buying behavior by analyzing the
various researches in the field of consumer
behavior.
LITERATURE REVIEW
AS CONSUMERISM SPREADS, EARTH
SUFFERS
Author - Hillary Mayell
The report addresses the devastating toll on
the Earth's water supplies, natural resources,
and ecosystems exacted by a plethora of
disposable cameras, plastic garbage bags, and
other cheaply made goods with built in
product-obsolescence, and cheaply made
manufactured goods that lead to a "throw
away" mentality. "Most of the environmental
issues we see today can be linked to
consumption,"
SENSIBLE CONSUMERISM FOR
ENVIRONMENTAL SUSTAINABILITY
Author – Lian PinKoh and Tien MingLee
discussed how growing global demands for
food are placing increasing pressures on
tropical forests. Although more consumers are
demanding for ‘greener’ products associated
with sustainable production, green
consumerism and improved production
Instead, we argue that consumers in emerging
and developed countries need to avoid
wasteful and excessive consumption.
THE EFFECTS OF CONSUMERISM
MENTAL HEALTH
It might be argued that we should have the mental strength to resist the influence of an
advertisement or our friends, or that consumerism is nothing more than a minor irritant in our
everyday lives.  But that would be to underestimate its power.
We slip into a cycle of wanting more things. We also constantly compare ourselves with other
people (both real and fictitious), wanting to be like them or in their position.  This leads us into a
state of constant dissatisfaction – we are never happy with what we have and are always on
edge. 
And this is just what the logic of consumerism wants, as it makes us more active consumers on a
continuous basis.  So, consumerism not only affects our behaviour (we spend more time on
consumerist activities) but also our thinking (our aspirations, attitudes and worldviews)
THE EFFECTS OF CONSUMERISM
Consumerism can affect our worldviews and confuse us - especially when we start feeling that
our lives are not providing us with what we need to be happy. The consumer society we live in
completely unaligned with mindfulness philosophy because it causes mental suffering through
constant desire.
But we might nevertheless feel somehow dissatisfied and empty, feeling that the pursuit of
more possessions and the pressure of having to earn more money or sink into further debt to
pay for this lifestyle is bringing more costs than benefits to our lives.
Any individual struggling with their consumerist lifestyle is therefore unlikely to receive
understanding, guidance or support from mainstream society or their friends if they too are
immersed within this mainstream society.   
THE EFFECTS OF CONSUMERISM
ENVIRONMENTAL ISSUES
-Hyper Consumerism leads to lot of waste, Plastic
Pollution in Ocean, Garbage in Landfill,
Emission from shipment etc.
-Exporting Pollution and Waste from Rich
Countries to Poor Countries.
-Exploitation of land and resources while sourcing,
production, transportation and Recycling.
THE EFFECTS OF CONSUMERISM
Consumerism plays a huge role in climate change- The stuff we consume  is responsible for up to
60 percent of global greenhouse gas emissions and between 50 and 80 percent of total land,
material, and water use. 
Between 60-80 percent of the impacts on the planet come from household consumption. If we
change our consumption habits, this would have a drastic effect on our environmental footprint
as well
ENCOURAGING SLAVERY
Slaves or bonded labors used to create products. Purchasers may exploit their market power to
obtain components or goods at unfair prices. Alternatively, production processes may encourage
or enable wrongdoing by others. For example, millions of people have died in Africa in recent
decades because of conflicts directly related to the extraction and sale of minerals.
The Ordinary Is Doing Something
Truly Abnormal
The beloved “abnormal beauty company” best known for its millennial-friendly skin-care line
The Ordinary, is living up to its tagline and doing something truly unusual: boycotting Black
Friday.
The company announced on Instagram that it will be having a mass blackout on November 29,
meaning all The Ordinary stores, as well as the online shop, will be down for the entire day. The
reasoning behind the decision is admirable: Black Friday turns all of us into seeking
consumerists, desperate to get the best deals on things we likely don’t even need. And The
Ordinary doesn’t want to support that.
“Hyper-consumerism poses one of the biggest threats to the planet, and flash sales can often
lead to rushed purchasing decisions, driven by the fear of a sell-out,” reads the Instagram
caption. They no longer feel that Black Friday is an earth or consumer-friendly event, and have
therefore decided to close our website and stores for a moment of nothingness on the 29th
November 2019.”
The Ordinary Is Doing Something
Truly Abnormal
The brand admits that its Black Friday initiatives have been profitable in the past. Previous years,
only 16 products were discounted, everything sold out too quickly and many missed out.
They strongly believe that skincare decisions should be based on education rather than impulse,
and hope that a month-long promotion will provide the time for research, reflection, and
consideration.
Instead, The Ordinary will be offering a 23 percent discount “across every product from every
brand” for the next month, which sounds infinitely better than any Black Friday deal.
Krave Beauty’s Problem with Newest
Launch
Skincare has become a lot like fast fashion. There is a constant need for what’s new, what’s now,
and what’s next. This never-ending race is not just overwhelming users, it’s overwhelming our
planet. 
So they are thoughtfully sourcing, producing, transporting, and recycling our products with you
—and the planet—in mind.
we’re living in the age of hype, where obsess=excess. More products are being made now than
ever before and way more than our planet can take. We want to empower companies and
consumers alike to slow down. They also started “SLOW FAR, SLOW GOOD” campaign.
Produce and consume at a responsible rate and reduce our environmental footprint where you
can. It’s good for us, our community and our planet. So they decided not to launch new product
this year i.e.2020
The Body Shop outlines commitment
to Modern Slavery Act
To prevent modern slavery across the company and supply chain, including all branches involved in
producing and manufacturing its products.
To do this the retailer has developed a programme that identifies issues relating to modern slavery,
and addresses the root causes of labor abuses associated with modern slavery, such as poverty and
business practices that fail to protect and improve human and labor rights.
 The Body Shop International wants to do everything in our power to end slavery and ensure that
their workplaces and those of main suppliers are free from modern slavery, exploitation and
discrimination.
They have a zero-tolerance approach to modern slavery in our business and supply chain, enforced
through strict global policies and procedures. They also want to prevent and tackle the root causes of
modern slavery by investing in vulnerable communities around the world and by running high-profile
human rights campaigns.
Why 10 Korean Skin care steps isn’t
really a thing? Is it a scam?
ALICIA YOON FOUNDER OF PEACH & LILY
Honestly, the 10-step Korean skin-care routine is not a real thing. In fact it is the marketing-
friendly coined term. For those who grew up in Korea, and from a Korean person’s perspective,
it’s a little bit funny.
Though healthy skin is certainly important and this regimen is worth considering, the “Korean
Skin Care Regimen” that is creating such a buzz is simply a marketing tool, meant to use the
exquisite skin of Asian women as a motivator for Western women and, of course, to sell more
and more skin care products.
Also Liah Yoo, founder of Krave Beuty believes in cosmetic minimalism which requires education
about cosmetics, lack of this being taken advantage by skincare Industry.
SUSTAINABLE PRODUCTION
Since sustainable consumption and production aims at “doing more and better with less,” net
welfare gains from economic activities can increase by reducing resource use, degradation and
pollution along the whole life cycle, while increasing quality of life.
Sustainable consumption and production is about promoting resource and energy efficiency,
sustainable infrastructure, and providing access to basic services, green and decent jobs and a
better quality of life for all.
There also needs to be significant focus on operating on supply chain, involving everyone from
producer to final consumer. This includes educating consumers on sustainable consumption
and lifestyles, providing them with adequate information through standards and labels and
engaging in sustainable public procurement, among others.
SUSTAINABLE PRODUCTION
Many companies have embarked on ways to decrease their carbon footprint and use of natural
resources. Many of these moves have been prompted by conscious consumers who look for
goods that do not cause harm to the environment during their making. Environmental activists
have also been trying to stave off growing consumerism.
Its implementation helps to achieve overall development plans, reduce future economic,
environmental and social costs, strengthen economic competitiveness and reduce poverty.
CONCLUSION
There is not necessarily anything morally wrong in buying and selling things, nor even in promoting
them (in an honest way and to a certain extent).  But the extreme form of consumerism that now
dominates the Western world has a number of unpleasant and even potentially dangerous
characteristics. 
Effects of Hyper Consumerism and Influence Marketing can be reduced by reducing over purchase.
Main step to reduce Hyper Consumerism and Influence Marketing is to focus on Minimalism.
Repurpose Packaging is recommended.
Supporting Ethical brands which focus on sustainable production makes a huge difference even if it
is a small step but is more powerful.
To differentiate between need and want, saves money and earth.
Commit to finish Purchased product first before buying anything.
To follow REDUCE – REUSE – RECYCLE.
REFERENCE
Monika Kukar-Kinney, Nancy M. Ridgway and Kent B. Monroe, The Role of Price in the Behavior and
Purchase Decisions of Compulsive Buyers, Journal of Retailing (Special Issue on Pricing), 88(1), 63-71,
(2012)
 Kevin Shijja Kuhumba,Hyper-consumerism: Rethinking Virtue Ethics and Moral Solution in Contemporary
Society, Journal of Sociology, Psychology and Anthropology in Practice Volume 9, Number 2, August 2018;
 Jayendra Sinha and Jiyeon Kim, (2012) Factors affecting Indian consumers’ online buying behavior.
Innovative Marketing. 8(20). p. 46-57.
 Ling (Alice) Jiang, Zhilin Yang and Minjoon Jun, (2013) Measuring consumer perceptions of online
shopping convenience. Journal of Service Management. 24(2). p.191-214.
 Mohammad Hossein Moshref Javadi, Hossein Rezaei Dolatabadi, Mojtaba Nourbakhsh, Amir Poursaeedi
and Ahmad Reza Asadollahi, (2014) An Analysis of Factors Affecting on Online Shopping Behavior of
Consumers. International Journal of Marketing Studies. 4(5). p.81-98.
THANK YOU