The obsession with youth and beauty sends thousands of people to stores searching for a quick fix. Looking into cosmetics retailers, teenagers are trying on makeup to make them look more mature while middle-aged women are sourcing for the best anti-aging cream for her skin. The beauty industry relies on all kinds of persuasion techniques to sell products. Brands like to rely on celebrities to sell their beauty products. “If the product is good enough for her, it’s good enough for me.” This philosophy is often the impetus behind advertisements for makeup, skin products, and hair products. This causes consumers spend extra money on items that might not be suitable or workable on themselves. Celebrities can also help to build brand awareness through promoting products as consumers believe the product is used by the celebrity and this can affect consumer's decision making.