The Perception of Cosmetic Brand Names among Saudi Consumers: Implications for Intercultural Advertising

Abstract

As the global cosmetics market expands rapidly, the importance of cultural sensitivity in advertising becomes evident. However, certain brand names used internationally may unintentionally offend specific audiences due to linguistic and cultural differences. This study examines the perceptions and attitudes of 770 Saudi individuals toward brand names deemed inappropriate or provocative within the Saudi sociocultural context. The research aims to shed light on the implications for intercultural advertising targeting Saudi consumers. The findings reveal strong negative reactions to brand names with sexual references, with respondents using terms such as "disgusting," "shocking," and "shameless" in their descriptions. The study also highlights the impact of these names on religious and moral values cherished in Saudi society. The implications for international cosmetic companies targeting Gulf consumers include careful consideration of name translations and connotations in Arabic-speaking markets, involvement of local expertise in advertising campaigns, and enhanced cultural sensitivity training for marketing professionals operating abroad. This research contributes to the understanding of intercultural advertising and provides insights for improving cultural competence in English language education, particularly in the context of teaching English for advertising. By raising awareness of these issues, appropriate choices of brand identifiers can be discussed to benefit both businesses and target audiences.