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Melanie Lazaro

What’s Your Skincare Saying? Reinforcement of Cross-Cultural Beauty Standards Through Branding & Social Media

Biography

Melanie Lazaro is a fourth-year Professional Communication student with a double minor in Public Relations and Events & Live Entertainment Management. She is passionate about crafting compelling narratives and creating impactful experiences that resonate with audiences. As the Project Manager for Signify, Melanie combines her creativity, strategic thinking, and leadership skills to bring people together through memorable events. She excels at developing innovative communication strategies across various platforms, ensuring meaningful connections and lasting impressions.

Details of Project

This research explores the marketing strategies, branding, and cultural influence of two skincare brands: Beauty of Joseon and Drunk Elephant. While both prioritize skincare over makeup and advocate for healthy, radiant skin, they employ distinct approaches shaped by Eastern and Western beauty standards. This study examines how each brand reinforces or challenges these standards through its product formulations, aesthetics, and marketing strategies.

Lightning talk

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