Mishra, Nandita and Mishra, Aman  <br/><br/>
Emerging trends in cosmetic buying behavior  

 - ASCI: Journal of Management 
 - 52(1), Mar, 2023: p.1-13 
<br/><br/> India's cosmetics market offers a wide variety of goods, such as skincare, haircare, perfumes, personal hygiene items, and colour cosmetics like makeup and nail polish. The Indian cosmetics market is populated by both foreign and native businesses. The cosmetics sector is growing mostly in metropolitan regions, but it is also making inroads into rural markets. Businesses are implementing tactics to attract consumers in rural areas, such as cheap packaging, more compact pack sizes, and focused advertising efforts. The purpose of this study is to explore the cosmetic buying behaviour of consumers in the age group of 25 years to 40 years. A sample of 103 respondents are taken for the study and content analysis was used for the study. Success in the cosmetics market is attributed to its focus on product quality, extensive range, and strategic engagement with social media influencers. To maintain its competitive edge and sustain customer satisfaction and loyalty, companies must address challenges related to product availability and customer service. By proactively tackling these issues and continuing to innovate and adapt to evolving consumer preferences, the brand can reinforce its position in the cosmetics industry and continue to delight customers with its offerings.- Reproduced