A Semiotic Analysis of Kyliecosmetics and Benefit

Literature review: Representative cosmetics brands’ Communication features on Instagram: a semiotic analysis of Kyliecosmetics and Benefit
The use of celebrities in beauty advertisements is a complex and strategic process. As Alexander (2010) points out, celebrities can be seen as icons representing collective values and aspirations in contemporary society. This makes them highly effective endorsers of products, as they can imbue the products with the same symbolism and values they embody. However, selecting the right celebrity is critical to the success of an advertising campaign. According to Keel & Nataraajan (2012), brands must consider three fundamental models: source credibility, source attractiveness, and product match-up hypothesis. The source credibility model emphasizes the importance of a celebrity's trustworthiness and expertise in the eyes of consumers. The source attractiveness model posits that the physical attractiveness of the celebrity will positively influence consumers' impressions of the advertisement. Finally, the product match-up hypothesis argues that the better the celebrity fits with the endorsed brand, the more persuasive the advertisement will be (Erdogan, 1999; Kamins & Gupta, 1994). Therefore, when choosing a celebrity to endorse a beauty product, brands must carefully consider these factors to create a successful and persuasive campaign.
The importance of establishing a unique and compelling brand identity cannot be understated. For cosmetics brands, where competition is fierce, differentiating oneself from the rest is crucial. While this is no easy feat, a celebrity at the helm can help simplify the process. As Azevedo (2016) astutely points out, the celebrity's traits and tags can be naturally associated with the brand they create, allowing for a powerful and persuasive marketing tool. This is especially apparent in the cases of Kyliecosmetics and Benefit, which both leverages the status and image of their celebrity founders to enhance their brand identities. For these brands, the celebrity becomes a primary signifier, imbuing the brand with the characteristics and qualities that they themselves embody. This association, as a result, can be vital in capturing consumer attention and fostering brand loyalty.
Using semiotics as a framework for analyzing the communication features of cosmetics brands on Instagram is particularly important, given the ubiquity of the platform and the influential role it plays in shaping consumer behavior. Semiotics provides a valuable lens through which to examine how these brands use signs and symbols to convey meaning and persuade consumers. While Ferdinand de Saussure is often credited with laying the groundwork for semiotics, the definitions proposed by Charles Sanders Peirce and Umberto Eco are particularly relevant to this research. Peirce's assertion that all things can be a sign means that every element of a cosmetics brand...