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dc.contributor.authorReed, Jaleesa
dc.date.accessioned2016-03-04T05:30:33Z
dc.date.available2016-03-04T05:30:33Z
dc.date.issued2015-08
dc.identifier.otherreed_jaleesa_201508_ms
dc.identifier.urihttp://purl.galileo.usg.edu/uga_etd/reed_jaleesa_201508_ms
dc.identifier.urihttp://hdl.handle.net/10724/34586
dc.description.abstractThis qualitative study examined the relationship between millennial Black women and MAC Cosmetics and compared their experiences and sentiments to the existing literature on millennials to investigate if there were discrepancies. Data was collected through semi-structured interviews with 12 participants. Three major themes emerged from the interview data: 1) Self-image management and presentation are important to millennial Black women who use MAC to create and reinforce an acceptable image for themselves as well as mainstream society. 2) Millennial Black women have an emotional relationship with MAC, which is created and influenced by specific aspects of the store environment and the customer service they experience at the MAC counter and 3) MAC employees’ ability to educate millennial Black women on new makeup techniques, while also providing them with professional expertise in regards to product choice, makes them feel empowered, which increases brand loyalty.
dc.languageeng
dc.publisheruga
dc.rightspublic
dc.subjectMAC
dc.subjectMAC Cosmetics
dc.subjectBlack women
dc.subjectAfrican American women
dc.subjectMillennials
dc.subjectIntersectionality
dc.subjectQueer Theory
dc.subjectBeauty
dc.titleThe beauty gap
dc.title.alternativeblack women and the relationship between beauty standards and their decision to purchase MAC Cosmetics
dc.typeThesis
dc.description.degreeMS
dc.description.departmentTextiles, Merchandising, and Interiors
dc.description.majorTextiles, Merchandising and Interiors
dc.description.advisorKatalin Medvedev
dc.description.committeeKatalin Medvedev
dc.description.committeeDenise C. Lewis
dc.description.committeePatricia Hunt-Hurst


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