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The purpose of this study was to examine how much celebrity endorsement stimulates skin color racism in the cosmetics industry.

The data were collected from Google Scholar and Web of Science published articles, and researchers had chosen 45 research articles. Some of the research articles used a quantitative research approach while others had used qualitative research approach. And for the current study, content analysis has been used.

The study finds that celebrity endorsement does influence and promote racism, implying that when celebrities promote fairness products, people perceive themselves inferior due to darker skin tone that gives birth to the notion of racism. Brand Image intervenes in the relationship between Celebrity Endorsement and Racism, and also, intervenes in the relationship between Celebrity Endorsement and Purchase Intention …