An Analysis of Cosmetic Advertisements on Instagram

Authors : Nuri Paşa Özer, Ali Erkam Yarar

Pages : 40-56

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Publication Date : 2025-06-30

Article Type : Research Paper

Abstract :New media tools are increasingly infiltrating our lives every day. Instagram is a social media platform with hundreds of millions of users worldwide. Users engage with Instagram throughout the day. This study analyzes cosmetic advertisements on Instagram over one year (2023). The main purpose of the study is to determine how advertisements of cosmetic companies operating in Turkey are designed, what elements are used, and how the human body is portrayed in these advertisements on Instagram. The sample of the study consists of cosmetic companies advertising Hair Care and Skin Care products between January and December 2023, within the scope of “purposeful sampling.” The posts shared by 26 selected companies over the course of one year were examined. A total of 937 different advertisements were identified over the 12-month period. The research method is content analysis, and the collected data were analyzed using the SPSS 22 program. The study found that advertisements in the cosmetics sector were most prevalent in January (10.8%) compared to other months. A significant relationship was found between the type of product (Hair Product, Skin Product) and the content information of the products. While content information is less prevalent in hair care products, it is more frequently encountered in skin care products. A significant relationship was also found between product categories and the location of the advertisement. Hair care products are more often featured in indoor-studio settings, while skin care products are more commonly shown in outdoor settings. Additionally, a significant difference was found between product categories and the month in which the advertisement was shared. During the winter months, advertisements for hair care products appear on Instagram, while in the summer months, advertisements for skin care products are more common. No significant result was found between the product category and the use of side products or numbers in the advertisement. The content and format of the advertisements vary according to the product category.
Keywords : Instagram, Kozmetik, Reklam, İnsan Bedeni, Saç Ürünleri, Cilt Ürünleri

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