Curbing Counterfeiting and Piracy with Public Relations Tools: The Case of Nigeria’s Beauty and Cosmetics Industry

Odiboh, Oscar and Olabanjo, Joyu and Ekanem, Thelma and Oyedepo, T. (2022) Curbing Counterfeiting and Piracy with Public Relations Tools: The Case of Nigeria’s Beauty and Cosmetics Industry. Journal of African Research in Business & Technology. ISSN 2165-9443

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Abstract

Counterfeiting and piracy have become global twin problems of immense magnitude. They jeopardize the image-building efforts of corporate organisations, governments and businesses. Universally, they pose a serious threat to the public perception, growth and smooth running of the beauty and cosmetics industry. Therefore, the study examined the application of public relations (PR) in the beauty and cosmetics industry and how usable it is to curb counterfeiting and piracy in Nigeria. Cultivation theory serves as the foundation of the study. Respondents were purposively selected and the survey research design was adopted for data collection. The result revealed that product launches and makeup fairs are the main public relations activities with which beauty and cosmetics companies deal with the challenges of counterfeiting and piracy. It also showed that billboards, Instagram and Twitter, are the dominant media used for creating public awareness and pushing brands out to various publics. The study concluded that public relations is a useful tool in influencing the thoughts of the public and curbing piracy in Nigeria’s beauty and cosmetics industry. Accordingly, the study recommends that the government should establish regulatory bodies to monitor and reprimand perpetrators of piracy in the beauty and cosmetics industry. Also, beauty and cosmetics companies need to trademark their brands and sensitize their publics to the side effects of using fake beauty products.

Item Type:	Article
Uncontrolled Keywords:	Beauty, Cosmetics, Piracy, Public Relations
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications
Divisions:	Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User:	nwokealisi
Date Deposited:	22 Feb 2023 12:27
Last Modified:	22 Feb 2023 12:27
URI:	http://eprints.covenantuniversity.edu.ng/id/eprint/16634

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