Ann Kristin Rhode works as a cross-cultural
consumer researcher and lecturer at ESCP Europe in
Paris. In addition, she pursues a PhD in Business Administration,
Specialization Marketing, at ESCP Europe and Université Paris 1
Panthéon-Sorbonne. Her recent paper 'Redefining Male Beauty: The
Cultural Encoding of Masculinity in South Korean Cosmetics
Advertising' won the L'Oréal Professorship Award on Beauty and
Marketing at the 2016 Global Marketing Conference (GMC) in Hong
What is your research on beauty about?
As a cross-cultural consumer researcher and psychologist, I have
a particular interest in understanding the effects of culture on
consumers' perception, cognition, and behavior. My research
investigates South Korean cosmetics brands' advertising strategies
for targeting male consumers.