McNair/Gateway Scholars Program USC

Claudia Irving

photos_irving.jpg

Major and Classification

Business

Faculty Mentors

  • Professor Rakesh Niraj

Department

  • Business

McNair Project

"The Disproportionate Marketing Effort Made by Major Cosmetic Corporations in Targeting African American Females"

This study explores the disproportionate marketing efforts made by major cosmetic corporations in targeting African American females. The economic and social development of African American females is studied to examine how this audience could be better incorporated into the health and beauty business sector. The sources examined include press releases, marketing journals, books, and conference papers. A qualitative comparison of different marketing plans made by a sample of corporations is examined. The findings are used to determine the unique marketing aspects needed to successfully cultivate this audience.