Beware of the Wrinkles

Negative emotional appeals are used by the cosmetics industry as a way to promote products while perpetuating unattainable beauty standards. Fear-based advertising is used by brands to highlight the consequences of inaction, potentially villainizing natural aging and painting it as undesirable. With such appeals brands aim to evoke anxiety and prompt consumers to adopt preventative skincare routines. While fear can incite attention and even increase purchase intent, this study aims to explore its potential to damage brand perceptions, especially in the eyes of younger consumers. Drawing on the Brands as Intentional Agents Framework (Kervyn et al., 2012), the study examines how emotional appeals influence perceived brand warmth and competence, as well as whether self-esteem, gender, and consumer involvement moderate these effects. The main research question is as follows: "To what extent do fear-based appeals in cosmetics advertising impact the brand perception of Gen Z consumers in the Netherlands?" The research employs a quasi-experimental design with a between-subjects manipulation of fear appeal intensity in three levels - low, medium, and high. An online survey distributed among Gen Z participants in the Netherlands collected a final sample of 163 people, who were randomly assigned to view one of the three advertisements about a fictional skincare brand. Brand perception, self-esteem, and consumer involvement were measured using validated scales, and manipulation checks assessed perceived fear intensity. ANOVA results showed unsuccessful manipulation of fear conditions. Nonetheless, regression analyses showed partial support for H1, which stated that high fear appeals negatively affect brand perceptions. However, no significant moderating effects were found for gender, self-esteem, or consumer involvement. Interestingly, self-esteem was positively associated with perceived brand intention ability, suggesting that individuals with higher self-worth may evaluate brands more favorably regardless of emotional manipulation. These findings highlight the delicate role of fear in skincare marketing. Overall, the research suggests that fear-based tactics seem to not be particularly effective in the context of young consumers who value honesty and authenticity. The study contributes to existing literature by expanding the understanding of emotional appeals within beauty and cosmetics marketing. It offers practical insights for brands seeking to engage Gen Z audiences ethically and effectively.