Soul marketing: how cosmetics companies shape our desires through storytelling

Storytelling in a person’s life is designed to appeal to their emotions and engage them on both a conscious and subconscious level. It creates positive or negative experiences linked to their feelings. This phenomenon occurs in virtually every area of life, e.g. marketing (instead of a dry product description, the product is ‘told’ in such a way as to evoke certain emotions). The aim of the study was to verify the impact of storytelling on perceptions and purchasing decisions regarding cosmetic products. Respondents from various age groups answered questions about their experiences with the storytelling approach to product description. The findings of the study may contribute to raising the average consumer’s purchasing awareness. The project generally focuses on educational objectives and raising awareness of just how much storytelling can influence people’s purchasing preferences.