Abstract:

This research was conducted in order to:

1. Establish what consumers understand by 'Film Stars', who they are, how ideas about them are derived, feelings about them, etc;

2. Examine how consumers feel that 'Film Stars' have changed and in what sorts of ways;

3. Investigate the characteristics of 'Film Stars' as far as their physical attractions and personality are concerned;

4. Explore the expertise and credibility of 'Film Stars' in endorsing skincare products. Lux used Film Stars as endorsements for the brand up to 1968, when it was found that their contribution had weakened (believed to be adding less glamour becoming closer to 'real' people).

Research was required to assess the extent of change since 1968, whether any new attitudes have emerged, and generally to check out the possible contribution Film Star an endorsement might make now to Lux - or to other brands/ products in the skincare area. 

About this collection:
Peter Cooper (1936-2010) was co-founder of Cooper Research & Marketing, later CRAM International, with his wife Jackie French. Cooper studied Clinical Psychology at the University of Manchester where he became a Lecturer in the early 1960s. He became involved in conducting commercial Motivational Research and by 1968 opened Cooper Research & Marketing in Manchester. Cooper was one of the key pioneers of what we now know as Qualitative Research. CRAM opened its London office in Wimpole Street in 1970 and moved to 53 St Martins Lane, WC2N 4EA, in 1972 where it remained until Peter's passing in 2010. The company changed its name to CRAM International in around 1985/86, reflecting the increasingly international nature of its work. The CRAM/Peter Cooper Archive Collection, which includes commercial research reports and early academic papers, has been preserved by Peter's children, Diana, Helen and Jonathan, and his colleague Simon Patterson. The scanning of the Archive has been supported by ESOMAR, AMSR, Peter's colleague Dr Alan Branthwaite & family, the Cooper family, and QRi Consulting. The CRAM/Peter Cooper Archive Collection is managed by QRi Consulting. The CRAM logo and CRAM International name are Registered Trademarks and the property of QRi Consulting.