The main aim of this study was to develop advertising strategies in order to increase consumer trust. Four advertising
elements: celebrity endorsement, branding, product attribute, and third party certification were investigated. Data
were collected to answer two research questions: (1) To investigate the advertising strategies of skin care products
leading to consumer trust, (2) To know the effects of advertising strategies in skin care products on consumer
trust. A 5-point Likert scale survey was distributed to the female population in Taipei area. Via online and personal
approaches, 266 questionnaires were returned. Targeting on 18-30 years old female skin care product users who
stay in Taipei area more than six months, 240 qualified questionnaires were analyzed. The four independent
variables are found having a significant relationship with trust in skin care advertising, in which branding has the
greatest influence on increasing consumer trust. The control variable which is financial status is not found having
statistically significant effect on consumer trust. To conclude, this study is dedicated to the communities in order
to optimize their marketing strategies