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IBeauty: Intercultural Personas of Beauty & Values at Copenhagen Business School

'iBeauty' is an industry-academic collaboration project fully funded for the period between 2021-2025 by a third largest Japanese cosmetic enterprise KOSE Corporation.

The eventual aim of the project is to develop "Intercultural Personas of Beauty & Values".

The project has been conducting a series of intercultural consumer surveys integrating data science, cross-cultural psychology and consumer psychology to map-out and profile various consumer types across markets.

The project aims at understanding the interactions between consumers’ personal values, self-concept/self-consciousness, definition of beauty, self-image, attitudes toward a certain behaviors on beauty and wellness, which eventually influence individuals' subjective wellbeing.

The finding of the project could be applicable to consumer marketing of fashion, cosmetic, wellness or healthy food choice, or other societal challenges dealt within the field of health psychology.

The project consortium already collected rich quantitative data from UK, USA, Denmark, China, Taiwan and Japan during 2021-2022 and plan to collect additional data from selected European countries during 2023.

CBS students who are interested in writing their thesis will be given access (under non disclosure agreement) to the latest knowledge acquired from the analysis of the aforementioned cross-national data and expected to contribute to the project by generating new knowledge addressing untapped area within the scope of the iBeauty project.

In the previous year, we coordinated three workshops where a number of students writing separate theses exchange their ideas and findings to generate synergetic effects within the iBeauty-related themes.

Examples of completed or ongoing master thesis projects:

  • Exploring Beauty Perceptions in Social Media: A Natural Language Processing Approach for the

Classification and Analysis of unlabelled Reddit Data (Methods: Natural Language Processing)

  • Influence of individuals' self-concept and ideal-self on Spanish women's beauty consumption behaviors? (Methods: Qualitative research)
  • Intercultural consumer segmentation based on personal beauty values (Methods: Quantitative research)
  • Effects of Personal Beauty Values and self concepts on wellness behavior: Cross-cultural analysis (Methods: Quantitative research)

Students enrolled in Copenhagen Business School who are planning to write a master thesis in Fall 2023 or Spring 2024.

Supervisor (Principal Investigator of iBeauty):
Fumiko Kano Glückstad, Associate Professor, Department of Management, Society and Communication (

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