Abstract:
The celebrity endorsement has been an ever-featured strategy of marketing products. Like other
countries, celebrity endorsement has been a common technique of promoting brands in Sri
Lanka. In Sri Lanka, celebrities like movie actors, television stars, and famous athletes endorse
products to influence consumers buying behavior. Marketers of various companies do not
hesitate to spend large amount of money on their celebrity endorsement campaigns knowing
the impact of it which influence the purchasing intention as a powerful promotion tool. Since
this study pays attention on the cosmetics industry, pilot survey of the study identified key
brands that most prominently use celebrity endorsement as a technique in the marketing strategy
as well as the key celebrities in Sri Lanka and India who endorses cosmetics products which
has taken the consumers attention the most. 20-40 age groups who are naturally respond to the
glamour world very keenly and positively are the major consumer type which reacts to these
celebrity endorsements well specially in the cosmetic industry. In conceptualization author uses
the TEARS model in relation with purchasing decision of Cosmetic industry. This study will
shed some lights on how the Sri Lankan consumers of 20-40 age groups are affected by celebrity
endorsement of cosmetic industry since in Sri Lankan context it has never been done a study
regarding the impact of celebrity endorsement on consumers of 20-40 age group purchasing
decision in cosmetic industry.
