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Marketing scholars have begun to look at negative emotions that young consumers could develop toward brands, such as brand hate. Brand hate has experienced exponential growth during the past decades in the cosmetic industry. In this frame, the purpose of this paper is to identify the weight of each of the five key drivers of brand hate and to analyze if these weights are the same (or not) for drugstore and luxury make-up brands regarding.

To carry on this paper, brand haters in the make-up industry were contacted with the help of cosmetic influencers. Participants of the online questionnaire (N = 162) were existing young makeup consumers. They were divided into drugstore and luxury makeup brand haters by classifying their identified hated brands into either group.

The authors’ results showed, first, that experiential, identity, moral, deficit-value and advertising avoidance all had a positive effect on brand hate, being identity avoidance the strongest one. Second, drugstore and luxury makeup brand haters do not differ, as far as no differences were identified in the strength of each avoidance type on brand hate.

There is a gap in the literature related to the absence of work investigating brand hate in the make-up industry; moreover, studies measure whether brand hate drivers are the same (or not) for luxury brands and drugstore brands that compete in the same arena. In this framework, this research will provide a specific industry context involving young consumer opinions. Research into consumer–brand relationships has been largely focused on the positive forms, while the negative forms are still a relatively newer area of academic interest. Even more, brand hate has been investigated from a multidimensional approach linking proposals from different authors has been tested.

This paper aims to depict the mechanistic role of vitamin D on dementia prevention, relief of the severity and the complication of the disease. All papers indexed in scientific databases, including Scopus, Elsevier, PubMed, Embase and Google Scholar between 2000 and 2021 were extracted and discussed. To present the mechanistic role of vitamin D in declining the severity of dementia, keywords including dementia, vitamin D, oxidative stress, inflammation, amyloid beta-Peptides were used.

Dementia is a prevalent cognitive disorder worldwide, especially in elderly people, which is accompanied by serious disabilities. Besides genetic, biological and lifestyle factors are involved in the incidence of dementia. An unhealthy diet along with micronutrient deficiencies are among modifiable factors. Vitamin D is one of the important micronutrients in brain health. Besides the involvement in gene expression, bone mineralization, apoptosis, inflammation, skeletal maturation, neurotropic action and hemostasis of phosphate and calcium, vitamin D also exerts neuroprotective effects via genomic and non-genomic pathways.

Vitamin D up-regulates the expression of various genes involved in dementia incidence via various mechanisms. Decreasing oxidative stress and the neuro-inflammatory cytokines levels, regulation of the expression of alternated Proteins including Tau and Amyloid-ß, calcium homeostasis in the central nervous system and also vascular are considered main mechanisms.

Considering the importance of diet in preventing dementia, adherence to a healthy diet that provides essential nutrients to brain function seems to be urgent. Controlling serum levels of vitamin D periodically and providing vitamin D by related sources or supplements, if there is a deficiency, is recommended. Future studies are needed to clarify other related mechanisms.