本論文從文化品牌的角度，探討化妝品產業的溝通策略與包容性的整合。研究的目的是圍繞美麗標準展開敘述，並評估品牌影響這些標準的能力。由於與研究的探索性相符，因此選擇了定性方法，特別是焦點小組。研究收集了反映西班牙多樣性的代表性樣本的看法。研究結果顯示，雖然消費者期望公司將包容性納入其策略，但他們對這些行動背後的動機仍持懷疑態度。單靠包容性並不足以維持銷售；然而，若能結合文化品牌的策略性運用，品牌便能達到長期的穩定與成功。總之，品牌應該適應社會變化，努力改變當前有害的美麗標準，但可以有效利用文化品牌來實現這一目標。本研究強調了真實實施包容性的重要性，反映西班牙社會的現實，並與其文化價值觀保持一致。

This dissertation explores communication strategies and the integration of inclusivity within the cosmetics industry through the lens of cultural branding. The study aims to develop a narrative around beauty standards and assess the capacity of brands to influence these standards. A qualitative methodology, specifically a focus group, was chosen due to its alignment with the exploratory nature of the research. The study collected perceptions from a representative sample that reflects various Spanish diversities. The findings indicate that while consumers expect companies to incorporate inclusivity into their strategies, they remain skeptical about the motivations behind these actions. Inclusion alone is not sufficient to sustain sales; however, when combined with the strategic use of cultural branding, brands can achieve long-term stability and success. In conclusion, brands should adapt to societal changes and work towards transforming the current harmful beauty standards but can leverage cultural branding to do so effectively. This research highlights the importance of implementing inclusivity authentically, reflecting the realities of Spanish society and aligning with its cultural values.

Table of Contents
Thesis Validation Letter i
摘要 ii
Abstract iii
Table of Contents iv
Table of Figures vi
Table of Tables vii
1. Introduction 1
1.1. Research Background 1
1.2. Research Motivation 2
1.3. Research Gap 3
1.4. Research Objectives 4
2. Literature Review 5
2.1. The Cosmetic Industry 5
2.1.1. Evolution of the Cosmetics Industry 5
2.1.2. Global and Spanish Cosmetics Market 6
2.1.3. Beauty Standards 8
2.2. Cultural Branding 11
2.2.1. Cultural approach to Branding 11
2.2.2. Consumer Responses and Cultural Equity 22
2.2.3. Communication to build Cultural Equity 29
2.3. Inclusivity in Cosmetics 33
2.3.1. What's Inclusiveness? 34
2.3.2. Rise of Inclusivity and Diversity in Cosmetics 36
2.3.3. Cultural Branding in Inclusivity 45
3. Methodology 47
3.1. Research Design 47
3.2. Data Collection Methods. 47
3.3. Data Analysis Plan. 52
4. Analysis 53
5. Conclusion and Recommendations 75
5.1. Limitations & Future Research 76
6. References 78
7. Appendix 86
7.1. Appendix A 86
7.2. Appendix B 88
7.3. Appendix C 89
7.4. Appendix D 90

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