USING COSMETICS - THE SOCIAL CONSTRUCTION OF A CONSUMER OBJECT

In this study, the consumption of cosmetics is examined as a social co nstruction. Methods industry uses to sell cosmetics, including adverti sing and personal demonstrations; ways that consumers decide whether t o purchase cosmetics; and the ways in which users actually use cosmeti cs are discussed. Rather than the structural view of consumers as pass ive victims of the marketing process, consumers are seen as active dec ision makers who, jointly with the messages they receive, construct th e meanings of products.