| Approved on: | 2025-08-11 |
| Brief purpose of the study: | The purpose of this study is to generate insights that can inform the development of more inclusive, evidence-based health communication strategies in skincare marketing. By centering the voices of diverse Gen Z women and drawing on expert perspectives in skin health and communication, the research aims to advance understanding of how tailored digital content can foster healthier sun protection habits and build stronger connections between brands and underrepresented communities in skin health conversations.
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| Brief summary of what participants will be asked to do: | Focus groups: Join a 60-minute in-person focus group at the University of Missouri to discuss your experiences with sunscreen, skincare marketing, and how these messages influence your habits.
Expert Interviews: Participate in a 30–60 minute virtual interview to share professional insights on skincare communication, sun protection, and inclusive health messaging. |
| Basic eligibility criteria: | Focus Groups:
Self-identify as a Gen Z woman (ages 18–26)
Identify as part of a racial or ethnic group underrepresented in skincare marketing
Current student or recent graduate (within 2 years) of the University of Missouri
Expert Interviews:
Professionals with experience in skin health (e.g., dermatology, aesthetics, nursing) or skincare marketing and communication
Currently practicing or with relevant experience in the United States
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| Study contact for more information: | Victoria Watson
vjw4vz@umsystem.edu
309-825-5933
Faculty Advisor:
Dr. Joy Jenkins
Associate Professor of Journalism
University of Missouri
573-882-7260
joyjenkins@missouri.edu
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| IRB Number: | 2129312 MU |
