A study on the behavior of female

consumers in the purchase and use of

cosmetics
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF
DEGREE OF BACHELOR OF MANAGEMENT STUDIES

Semester VI

(2020-2021)

Submitted by

SHAIKH SANA HASHIM

ROLL NO 52
UNDER THE GUIDANCE OF

Prof. Sadaf Shaikh

AP COLLLEGE
Submitted in partial fulfillment of

MUMBAI UNIVERSITY
ANJUMAN-I-ISLAM’S
AKBAR PEERBHOY COLLEGE OF COMMERCE &
ECONOMICS
BACHELORS OF MANAGEMENT STUDIES,
MUMBAI – 400 008

1
 2019-2020

DECLARATION

I, SHAIKH SANA HASHIM , of AKBAR PEERBHOY of Commerce &

Management of TYBMS [Semester VI] hereby declare that I have completed
my project, titled A study on the behaviour of female consumers in the
purchase and use of cosmetics In the Academic Year 2020-2021. The
information submitted herein is true and original to the best of my knowledge.

_________________

Signature of Student

[SHAIKH SANA HASHIM ]

2
 Certificate

This is to certify that, SHAIKH SANA HASHIM student of

AKBAR PEERBHOY COLLEGE OF COMMERCE AND
MANAGEMENT has completed this project. The title A study
on the behaviour of female consumers in the purchase and use of cosmetics
as a part of T.Y.B.M.S course 2020-21 has collected the
required information to reliable sources. This project is
complete and fit for submission.

___________________ _______________________

Signature of the Principal Signature of Project Guide &

Internal Examiner

___________________ _______________________

(External Examiner) (BMS Co- Ordinator)

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 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are

so numerous and the depth is so enormous.

I would like to acknowledge the following as being idealistic channels

and fresh dimensions in the completion of this project.

I take this opportunity to thank the University of Mumbai

for giving me chance to do this project.

I would like to thank my Principal, Prof. Mohammad Tahir for

providing the necessary facilities required for completion of this
project.

I take this opportunity to thank our DR. HANIF LADKAWALA, for

her moral support and guidance.

I would also like to express my sincere gratitude towards my project guide

DR. HANIF LADKAWALA whose guidance and care made the project successful.

I would like to thank my College Library, for having

provided various reference books and magazines related to
my project.

Lastly, I would like to thank each and every person who

directly or indirectly helped me in the completion of the
project especially my Parents and Peers who supported me
throughout my project

SANA SHAIKH

4
5
 INDEX

SR. NO. TITLE PG. NO.

1. Introduction 8
2. Research Methodology 38
3. Literature Review 42
4. Data Analysis, Interpretation and 44
Presentation
5. Conclusion& Suggestions 52
6. References 53
* Appendix (Questionnaire) 54

1. Introduction on social media marketing

● Introduction
● What is a cosmetic ?
● Brief Profile of study
● Definitions & Characteristics
● Different Concepts Pertaining to Problem

2.Research Methodology

● Introduction
● Problem of Studies
● Objectives of studies
● Relevance of studies
● Hypothesis
● Scope of the studies
● Limitations of the studies
● Significance of the studies
● Data collection
● Techniques & Tools of data collection
● Tabulation

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 3. Literature Review

● Desai k.
● Schiffman, Kanuk
● Merrie, Valerie
● Kaplan , haenlein
● Jeffery Rohrs( Audience : Marketing in the age of subscribers ,
followers)

4. Data Analysis, Interpretation and Presentation

List of figures
Figure No. 1 Gender
Figure No. 2 Age
Figure No. 3 How frequently do you wear makeup?
Figure No. 4 At what age did you start wearing makeup?
Figure No. 5 Primary reason for wearing makeup ?
Figure No. 6 What factors do you consider while purchasing makeup ?
Figure No. 7 Among the various products , which product do you purchase the most ?
Figure No. 8 Do you prefer ?
Figure No. 9 Among the following brands , how many are you aware of ?
Figure No. 10 Do you follow official pages of cosmetics on social media
Figure No. 11 How / where did you come across various makeup brands ?
Figure No. 12 What motivates you to buy a brand ?
Figure No. 13 Where do you purchase your brands from ?
Figure No. 14 If a particular brand doesn’t stand up to your expectation , will you make
purchase from them again ?

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 CHAPTER 1 – INTRODUCTION

“Beauty, to me , is about being comfortable in your own skin .That, or a

stunning red lipstick”
- Gwyneth Paltrow

Social media marketing is the use of social media platforms and websites to promote a
product or service. Although the terms e-marketing and digital marketing are still dominant in
academia, social media marketing is becoming more popular for both practitioners and
researchers. Most social media platforms have built-in data analytics tools, which enable
companies to track the progress, success, and engagement of ad campaigns. Companies
address a range of stakeholders through social media marketing, including current and
potential customers, current and potential employees, journalists, bloggers, and the general
public. On a strategic level, social media marketing includes the management of a marketing
campaign, governance, setting the scope (e.g. more active or passive use) and the
establishment of a firm's desired social media "culture" and "tone."

When using social media marketing, firms can allow customers and Internet users to
post user-generated content (e.g., online comments, product reviews, etc.), also known as
"earned media," rather than use marketer-prepared advertising copy.

Social networking websites

Social networking websites allow individuals, businesses and other organizations to interact
with one another and build relationships and communities online. When companies join these
social channels, consumers can interact with them directly. That interaction can be more
personal to users than traditional methods of outbound marketing and advertising. Social
networking sites act as word of mouth or more precisely, e-word of mouth. The Internet's
ability to reach billions across the globe has given online word of mouth a powerful voice and
far reach. The ability to rapidly change buying patterns and product or service acquisition and

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activity to a growing number of consumers is defined as an influence network. Social
networking sites and blogs allow followers to "retweet" or "repost" comments made by others
about a product being promoted, which occurs quite frequently on some social media
sites. By repeating the message, the user's connections are able to see the message, therefore
reaching more people. Because the information about the product is being put out there and is
getting repeated, more traffic is brought to the product/company.

Social networking websites are based on building virtual communities that allow consumers
to express their needs, wants and values, online. Social media marketing then connects these
consumers and audiences to businesses that share the same needs, wants, and values. Through
social networking sites, companies can keep in touch with individual followers. This personal
interaction can instill a feeling of loyalty into followers and potential customers. Also, by
choosing whom to follow on these sites, products can reach a very narrow target
audience. Social networking sites also include much information about what products and
services prospective clients might be interested in. Through the use of new semantic analysis
technologies, marketers can detect buying signals, such as content shared by people and
questions posted online. An understanding of buying signals can help sales people target
relevant prospects and marketers run micro-targeted campaigns.

In 2014, over 80% of business executives identified social media as an integral part of their
business. Business retailers have seen 133% increases in their revenues from social media
marketing.

Mobile phones
More than three billion people in the world are active on the Internet. Over the years, the
Internet has continually gained more and more users, jumping from 738 million in 2000 all
the way to 3.2 billion in 2015. Roughly 81% of the current population in the United States
has some type of social media profile that they engage with frequently.Mobile phone usage is
beneficial for social media marketing because mobile phones have social networking
capabilities, allowing individuals immediate web browsing and access to social networking
sites. Mobile phones have grown at a rapid rate, fundamentally altering the path-to-purchase
process by allowing consumers to easily obtain pricing and product information in real
time and allowing companies to constantly remind and update their followers. Many
companies are now putting QR (Quick Response) codes along with products for individuals
to access the company website or online services with their smart phones. Retailers use QR

9
codes to facilitate consumer interaction with brands by linking the code to brand websites,
promotions, product information, or any other mobile-enabled content. In addition, Real-time
bidding use in the mobile advertising industry is high and rising because of its value for on-
the-go web browsing. In 2012, Nexage, a provider of real time bidding in mobile advertising,
reported a 37% increase in revenue each month. Adfonic, another mobile advertisement
publishing platform, reported an increase of 22 billion ad requests that same year.

Mobile devices have become increasingly popular, where 5.7 billion people are using them
worldwide, and this has played a role in the way consumers interact with media and has many
further implications for TV ratings, advertising, mobile commerce and more. Mobile media
consumption such as mobile audio streaming or mobile video are on the rise – in the United
States, more than 100 million users are projected to access online video content via mobile
device. Mobile video revenue consists of pay-per-view downloads, advertising, and
subscriptions. As of 2013, worldwide mobile phone Internet user penetration was 73.4%. In
2017, figures suggest that more than 90% of Internet users will access online content through
their phones.

Purposes and tactics

One of the main purposes of employing social media in marketing is as a communications
tool that makes the companies accessible to those interested in their product and makes them
visible to those who have no knowledge of their products. These companies use social media
to create buzz, and learn from and target customers. It's the only form of marketing that can
finger consumers at each and every stage of the consumer decision journey. Marketing
through social media has other benefits as well. Of the top 10 factors that correlate with a
strong Google organic search, seven are social media dependent. This means that if brands
are less or non-active on social media, they tend to show up less on Google searches. While
platforms such as Twitter, Face book, and Google+ have a larger number of monthly users,
the visual media sharing based mobile platforms, however, garner a higher interaction rate in
comparison and have registered the fastest growth and have changed the ways in which
consumers engage with brand content. Instagram has an interaction rate of 1.46% with an
average of 130 million users monthly as opposed to Twitter which has a .03% interaction rate
with an average of 210 million monthly users. Traditional media that are often cost-
prohibitive to many companies, a social media strategy does not require astronomical
budgeting.

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To this end, companies make use of platforms such as Facebook, Twitter, YouTube,
and Instagram to reach audiences much wider than through the use of traditional
print/TV/radio advertisements alone at a fraction of the cost, as most social networking sites
can be used at little or no cost (however, some websites charge companies for premium
services). This has changed the ways that companies approach to interact with customers, as a
substantial percentage of consumer interactions are now being carried out over online
platforms with much higher visibility. Customers can now post reviews of products and
services, rate customer service, and ask questions or voice concerns directly to companies
through social media platforms. According to Measuring Success, over 80% of consumers
use the web to research products and services. Thus social media marketing is also used by
businesses in order to build relationships of trust with consumers. To this aim, companies
may also hire personnel to specifically handle these social media interactions, who usually
report under the title of Online community managers. Handling these interactions in a
satisfactory manner can result in an increase of consumer trust. To both this aim and to fix the
public's perception of a company, 3 steps are taken in order to address consumer concerns,
identifying the extent of the social chatter, engaging the influencers to help, and developing a
proportional response.

Twitter

Twitter allows companies to promote their products in short messages known as tweets
limited to 140 characters which appear on followers' Home timelines. Tweets can contain
text, Hashtag, photo, video, Animated GIF, Emoji, or links to the product's website and other
social media profiles, etc. Twitter is also used by companies to provide customer
service. Some companies make support available 24/7 and answer promptly, thus improving
brand loyalty and appreciation.

Facebook

Facebook pages are far more detailed than Twitter accounts. They allow a product to provide
videos, photos, and longer descriptions, and testimonials as other followers can comment on
the product pages for others to see. Facebook can link back to the product's Twitter page as
well as send out event reminders. As of May 2015, 93% of businesses marketers use
Facebook to promote their brand. A study from 2011 attributed 84% of "engagement" or
clicks to Likes that link back to Facebook advertising. By 2014, Facebook had restricted
the content published from businesses' and brands' pages. Adjustments in Facebook

11
algorithms have reduced the audience for non-paying business pages (that have at least
500,000 "Likes") from 16% in 2012 down to 2% in February 2014.

LinkedIn

LinkedIn, a professional business-related networking site, allows companies to create

professional profiles for themselves as well as their business to network and meet
others.Through the use of widgets, members can promote their various social networking
activities, such as Twitter stream or blog entries of their product pages, onto their LinkedIn
profile page. LinkedIn provides its members the opportunity to generate sales leads and
business partners. Members can use "Company Pages" similar to Facebook pages to create an
area that will allow business owners to promote their products or services and be able to
interact with their customers. Due to spread of spam mail sent to job seeker, leading
companies prefer to use LinkedIn for employee's recruitment instead using different a job
portal. Additionally, companies have voiced a preference for the amount of information that
can be gleaned from a LinkedIn profile, versus a limited email.

Whatsapp

WhatsApp was founded by Jan Koum and Brian Acton.WhatsApp joined Facebook in 2014,
but continues to operate as a separate app with a laser focus on building a messaging service
that works fast and reliably anywhere in the world.WhatsApp started as an alternative to
SMS. Whatsapp now supports sending and receiving a variety of media including text,
photos, videos, documents, and location, as well as voice calls. Whatsapp messages and calls
are secured with end-to-end encryption, meaning that no third party including WhatsApp can
read or listen to them. Whatsapp has a customer base of 1 billion people in over 180
countries. It is used to send personalised promotional messages to individual customers. It
has plenty of advantages over SMS that includes ability to track how Message Broadcast
Performs using blue tick option in Whatsapp. It allows sending messages to Do Not
Disturb(DND) customers. Whatsapp is also used to send a series of bulk messages to their
targeted customers using broadcast option. Companies started using this to a large extent
because it is a cost effective promotional option and quick to spread a message. Still,
Whatsapp doesn't allow businesses to place ads in their app.

Yelp

Yelp consists of a comprehensive online index of business profiles. Businesses are searchable
by location, similar to Yellow Pages. The website is operational in seven different countries,

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including the United States and Canada. Business account holders are allowed to create,
share, and edit business profiles. They may post information such as the business location,
contact information, pictures, and service information. The website further allows individuals
to write, post reviews about businesses, and rate them on a five-point scale. Messaging and
talk features are further made available for general members of the website, serving to guide
thoughts and opinions.

Instagram

In May 2014, Instagram had over 200 million users. The user engagement rate of Instagram
was 15 times higher than of Facebook and 25 times higher than that of Twitter.According to
Scott Galloway, the founder of L2 and a professor of marketing at New York University's
Stern School of Business, latest studies estimate that 93% of prestige brands have an active
presence on Instagram and include it in their marketing mix. When it comes to brands and
businesses, Instagram's goal is to help companies to reach their respective audiences through
captivating imagery in a rich, visual environment. Moreover, Instagram provides a platform
where user and company can communicate publicly and directly, making itself an ideal
platform for companies to connect with their current and potential customers.

Many brands are now heavily using this mobile app to boost their marketing strategy.
Instagram can be used to gain the necessary momentum needed to capture the attention of the
market segment that has an interest in the product offering or services. As Instagram is
supported by Apple and android system, it can be easily accessed by smartphone users.
Moreover, it can be accessed by the Internet as well. Thus, the marketers see it as a potential
platform to expand their brands exposure to the public, especially the younger target group.
On top of this, marketers do not only use social media for traditional Internet advertising, but
they also encourage users to create attention for a certain brand. This generally creates an
opportunity for greater brand exposure. Furthermore, marketers are also using the platform to
drive social shopping and inspire people to collect and share pictures of their favorite
products.

Many big names have already jumped on board: Starbucks, MTV, Nike, Marc Jacobs,
and Red Bull are a few examples of multinationals that adopted the mobile photo app early.
Fashion blogger Danielle Bernstein, who goes by @weworewhat on Instagram, collaborated
with Harper's Bazaar to do a piece on how brands are using Instagram to market their
products, and how bloggers make money from it. Bernstein, who currently has one and a half

13
million followers on Instagram, and whose "outfit of the day" photos on Snapchat get tens of
thousands of screenshots, explained that for a lot of her sponsored posts, she must feature the
brand in a certain number of posts, and often cannot wear a competitor's product in the same
picture. According to Harper's Bazaar, industry estimates say that brands are spending more
than $1 billion per year on consumer-generated advertising. Founder of Instagram Kevin
Systrom even went to Paris Fashion week, going to couture shows and meeting with
designers to learn more about how style bloggers, editors, and designers are currently
dominating much of the content on his application.

Instagram has proven itself a powerful platform for marketers to reach their customers and
prospects through sharing pictures and brief messages. According to a study by Simply
Measured, 71% of the world's largest brands are now using Instagram as a marketing
channel.

For companies, Instagram can be used as a tool to connect and communicate with current and
potential customers. The company can present a more personal picture of their brand, and by
doing so the company conveys a better and true picture of itself. The idea of Instagram
pictures lies on on-the-go, a sense that the event is happening right now, and that adds
another layer to the personal and accurate picture of the company. In fact, Thomas Rankin,
co-founder and CEO of the program Dash Hudson, stated that when he approves a blogger's
Instagram post before it is posted on the behalf of a brand his company represents, his only
negative feedback is if it looks too posed. "It's not an editorial photo," he explained, "We're
not trying to be a magazine. We're trying to create a moment." Another option Instagram
provides the opportunity for companies to reflect a true picture of the brandfrom the
perspective of the customers, for instance, using the user-generated contents thought the
hashtags encouragement.

Other than the filters and hashtags functions, the Instagram's 15-second videos and the
recently added ability to send private messages between users have opened new opportunities
for brands to connect with customers in a new extent, further promoting effective marketing
on Instagram.

Snapchat

Snapchat is a popular messaging and picture exchanging application that was created in 2011
by three students at Stanford University named Evan Spiegel, Bobby Murphy, and Reggie
Brown. The application was first developed to allow users to message back and forth and to

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also send photographs that are only available from 1–10 seconds until they are no longer
available. The app was an instant hit with social media members and today there are up to
158 million people using snapchat every single day. It is also estimated that Snapchat users
are opening the application approximately 18 times per day, which means users are on the
app for about 25–30 minutes per day.

YouTube

YouTube is another popular avenue; advertisements are done in a way to suit the target
audience. The type of language used in the commercials and the ideas used to promote the
product reflect the audience's style and taste. Also, the ads on this platform are usually in
sync with the content of the video requested, this is another advantage YouTube brings for
advertisers. Certain ads are presented with certain videos since the content is relevant.
Promotional opportunities such as sponsoring a video is also possible on YouTube, "for
example, a user who searches for a YouTube video on dog training may be presented with a
sponsored video from a dog toy company in results along with other videos."YouTube also
enable publishers to earn money through its YouTube Partner Program. Companies can pay
YouTube for a special "channel" which promotes the companies products or services.

Social bookmarking sites

Websites such as Delicious, Digg, Slashdot, Diigo, Stumbleupon, and Reddit are
popular social bookmarking sites used in social media promotion. Each of these sites is
dedicated to the collection, curation, and organization of links to other websites that users
deem to be of good quality. This process is "crowdsourced", allowing amateur social media
network members to sort and prioritize links by relevance and general category. Due to the
large user bases of these websites, any link from one of them to another, the smaller website
may in a flash crowd, a sudden surge of interest in the target website. In addition to user-
generated promotion, these sites also offer advertisements within individual user
communities and categories.

Because ads can be placed in designated communities with a very specific target audience
and demographic, they have far greater potential for traffic generation than ads selected
simply through cookie and browser history. Additionally, some of these websites have also
implemented measures to make ads more relevant to users by allowing users to vote on which
ones will be shown on pages they frequent. The ability to redirect large volumes of web

15
 traffic and target specific, relevant audiences makes social bookmarking sites a valuable asset
for social media marketers.

Blogs

Platforms like LinkedIn create an environment for companies and clients to connect
online. Companies that recognize the need for information, originality/ and accessibility
employ blogs to make their products popular and unique/ and ultimately reach out to
consumers who are privy to social media. Studies from 2009 show that consumers view
coverage in the media or from bloggers as being more neutral and credible than print
advertisements, which are not thought of as free or independent. Blogs allow a product or
company to provide longer descriptions of products or services, can include testimonials and
can link to and from other social network and blog pages. Blogs can be updated frequently
and are promotional techniques for keeping customers , and also for acquiring followers and
subscribers who can then be directed to social network pages. Online communities can enable
a business to reach the clients of other businesses using the platform. To allow firms to
measure their standing in the corporate world, sites enable employees to place evaluations of
their companies. Some businesses opt out of integrating social media platforms into their
traditional marketing regimen. There are also specific corporate standards that apply when
interacting online. To maintain an advantage in a business-consumer relationship, businesses
have to be aware of four key assets that consumers maintain: information, involvement,
community, and control.

1.0 WHAT IS A COSMETIC ?

Cosmetics are substances or products used to enhance or alter the appearance of the face or
fragrance and texture of the body. Many cosmetics are designed for use of applying to the
face, hair, and body. They are generally mixtures of chemical compounds; some being
derived from natural sources (such as coconut oil), and some being synthetics or artificial.

Cosmetics applied to the face to enhance its appearance are often called make-up or
makeup. Common make-up items include: lipstick, mascara, eye shadow, foundation.
Whereas other common cosmetics can include skin cleansers and body lotions, shampoo
and conditioner, hairstyling products (gel, hair spray, etc.), perfume and cologne.

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1.1 ETYMOLOGY :

The word cosmetics derives from the Greek (kosmetikē tekhnē), meaning "technique of dress
and ornament", from (kosmētikos), "skilled in ordering or arranging" and that from (kosmos),
meaning amongst others "order" and "ornament"

1.2 HISTORY:

Cosmetics have been in use for thousands of years. Egyptian men and women used makeup
to enhance their appearance. They were very fond of eyeliner and eye-shadows in dark
colors including blue, red, and black. Ancient Sumerian men and women were possibly the
first to invent and wear lipstick, about 5,000 years ago. They crushed gemstones and used
them to decorate their faces, mainly on the lips and around the eyes.

Also around 3000 BC to 1500 BC, women in the ancient Indus Valley Civilization applied
red tinted lipstick to their lips for face decoration. Ancient Egyptians extracted red dye from
fucus-algin, 0.01% iodine, and some bromine mannite, but this dye resulted in serious
illness. Lipsticks with shimmering effects were initially made using a pearlescent substance
found in fish scales. Six thousand year old relics of the hollowed out tombs of the Ancient
Egyptian pharaohs are discovered. However, when cosmetics found their way outside from
Egypt, there reached resistance in Greece and Rome.

There cosmetic reached broad popularity, but it was viewed as extravagant and unneeded by
many. In Rome, there was a period when women were not considered beautiful if they did
not wear cosmetics. This lead to the inflation of the prices, and few wealthy women
managed to gamble large fortunes on expensive cosmetics from India and Middle East. To
combat this epidemic, Roman Senate declared the (short lived) law that prevented public
exhibitions of cosmetic products and extravagant female clothing in all of the cities of
Roman Republic. In the other civilizations, cosmetics also received similar harsh treatment
from time to time.

17
In china for example, common people were executed if they were caught wearing nail
polish in public (that was only the privilege of the rich), and in Japan, noble women were
forbidden to walk in public without full body cosmetic treatment.

Cosmetic use was frowned upon at many points in Western history. For example, in the 19th
century, Queen Victoria publicly declared make-up improper, vulgar, and acceptable only for
use by actors.
Many women in the 19th century liked to be thought of as fragile ladies. They compared
themselves to delicate flowers and emphasized their delicacy and femininity. They aimed
always to look pale and interesting. Sometimes ladies discreetly used a little rouge on the
cheeks and used "belladonna" to dilate their eyes so it would make them stand out more.
Make-up was frowned upon in general, especially during the 1870s when social etiquette
became more rigid. Teachers and clergywomen specifically were forbidden from the use of
cosmetic products.
During the 19th century, there was a high number of incidences of lead-poisoning because of
the fashion for red and white lead makeup and powder. This led to swelling and inflammation
of the eyes, weakened tooth enamel, and caused the skin to blacken. Heavy use was known to
lead to death. However, in the second part of the 19th century, great advances were made in
chemistry from the chemical fragrances that enabled a much easier production of cosmetic
products.
It was socially acceptable for actresses in the 1800s to use makeup, and famous beauties such
as Sarah Bernhardt and Lillie Langtry could be powdered. Most cosmetic products available
were still either chemically dubious or found in the kitchen amid food coloring, berries
and beetroot.
By the middle of the 20th century, cosmetics were in widespread use by women in nearly
all industrial societies around the world.
In 1968 at the feminist Miss America protest, protestors symbolically threw a number of
feminine products into a "Freedom Trash Can." This included cosmetics, which were among
items the protestors called "instruments of female torture" and accouterments of what they
perceived to be enforced femininity.

As of 2016, the world's largest cosmetics company is L'Oréal, which was founded by Eugène
Schueller in 1909 as the French Harmless Hair Colouring Company (now owned by Liliane
Bettencourt 26% and Nestlé 28%; the remaining 46% is traded publicly). The market was
developed in the US during the 1910s by Elizabeth Arden, Helena Rubinstein, and Max
Factor. These firms were joined by Revlon just before World War II and Estée Lauder just
after.

Although modern make-up has been traditionally used mainly by women, an increasing
number of men are using cosmetics usually associated to women to enhance or cover their
own facial features such as blemishes, dark circles, and so on. Cosmetics brands release
products specially tailored for men, and men are increasingly using them

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 1.3 Historical Development

Change finally happened after European soldiers returned from the Crusades in the Middle
East, bringing home new exotic products and knowledge. Among those products were many
types of cosmetics, which were in first adopted only by nobility and high-class citizens. After
Renaissance managed to spread across entire Europe, cosmetics found their foothold, but
were still not publicly accepted, except during few fashion swings (such as during the reign
of Queen Elizabeth I (1559-1603) in England).

Advancements in industry, chemistry and medicine in 18th and 19th century brought
significant advancements in cosmetics. They were still not accepted fully, but new Victorian
style that arose in 19th century brought the cosmetic-centric fashion that demanded that all
“ladies” must present themselves as beautiful and fragile, with elaborate clothes and precisely
defined facial features. For that purposes, eye shadows, lipsticks, nail polish and other
products started gaining traction.

Early 20th century was without a doubt dawn of the modern cosmetic industry. Rise of film,
photography, fast communications, countless innovators, and support from large industrialists
managed to introduce cosmetic products to every household in the western world. During
first few decades of 20th century, cosmetic companies (many who would soon become
international powerhouses) introduced solid lipsticks, lip gloss, mascaras, eyeliners
(propelled to mass popularity by the incredible discoveries beneath Egyptian pyramids),
suntans, hair colors, gels and powders of all types. With such advancements, it was not
strange to see that old Victorian styles were soon forgotten. New international fashion moved
rapidly after 1930s, introducing new styles with each passing decade.

Large departure from traditional styles happened in 1960s and 70s with the introduction of
hippie movement (natural-looking cosmetic), punk (darker and sinister style that aimed to

19
shock) and glam (extravagant and colorful style). From them, many new styles emerged that
have changed and molded fashion to its current state.

1.3 PRESENT DAY :

As of 2016, the world's largest cosmetics company is L'Oréal, which was founded by Eugène
Schueller in 1909 as the French Harmless Hair Colouring Company (now owned by Liliane
Bettencourt 26% and Nestlé 28%; the remaining 46% is traded publicly). The market was
developed in the US during the 1910s by Elizabeth Arden, Helena Rubinstein, and Max
Factor. These firms were joined by Revlon just before World War II and Estée Lauder just
after.

Although modern make-up has been traditionally used mainly by women, an increasing
number of men are using cosmetics usually associated to women to enhance or cover their
own facial features such as blemishes, dark circles, and so on. Cosmetics brands release
products specially tailored for men, and men are increasingly using them.

In today’s time Cosmetic industry has been attracting not only females but males too. In our
growing society men too have been recognized for their extraordinary make up skills. Also
many men use it to express themselves and show that it is absolutely fine to use makeup even

20
though you are not a woman. This view or thought is being widely supported across the
world.

1.4 Types of Cosmetics :

Cosmetics can be put into various categories perfumes, face makeup , brushes , face and hand
creams , essential oils , lotions, powders, hair colors etc. Cosmetics are intended to be
applied externally. A subset of cosmetics is called ‘makeup’. The different type of makeup
products are :

a. Primer comes in formulas to suit individual skin conditions. Most are meant to
reduce the appearance of pore size, prolong the wear of makeup, and allow for a
smoother application of makeup. Primers are applied before foundation or eye-
shadows depending on where the primer is to be applied
b. Lipstick, lip stain, lip conditioner, lip primer, lip boosters, and lip butters:[2] Lipsticks
are intended to add color and texture to the lips and often come in a wide range of
colors, as well as finishes such as matte, satin, and lustre. Lip stains have a water or
gel base and may contain alcohol to help the product stay on leaving a matte look.

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 They temporarily saturate the lips with a dye. Usually designed to be waterproof, the
product may come with an applicator brush rollerball, or could be applied with a
finger. Lip glosses are intended to add shine to the lips and may add a tint of color, as
well as being scented or flavored for a pop of fun. Lip balms are most often used to
moisturize, tint, and protect the lips. Some brands contain sunscreen.
c. Concealer covers imperfections of the skin. Concealer is often used for any extra
coverage needed to cover acne/pimple blemishes, under eye circles, and other
imperfections. Concealer is often thicker and more solid than foundation, and
provides longer lasting, more detailed coverage as well as creating a fresh clean base
for all the rest of the makeup.

1.5 Industry :

The manufacture of cosmetics is dominated by a small number of multinational corporations

that originated in the early 20th century, but the distribution and sales of cosmetics is spread
among a wide range of businesses. The world’s largest cosmetic companies are L’oreal,
Procter & Gamble , Unilever, Shiseido, and Estée Lauder .In 2005, the market volume of the
cosmetics industry in the US, Europe, and Japan was about EUR 70 Billion/a year. In
Germany, the cosmetic industry generated €12.6 billion of retail sales in 2008.which makes
the German cosmetic industry the third largest in the world, after Japan and the United States.
German exports of cosmetics reached €5.8 billion in 2008, whereas imports of cosmetics
totaled €3 billion.

The worldwide cosmetics and perfume industry currently generates an estimated annual
turnover of US$170 billion (according to Eurostaf – May 2007). Europe is the leading
market, representing approximately €63 billion, while sales in France reached €6.5 billion in
2006, according to FIPAR (Fédération des Industries de la Parfumerie – the French federation
for the perfume industry). France is another country in which the cosmetic industry plays an

22
important role, both nationally and internationally. According to data from 2008, the
cosmetic industry has grown constantly in France for 40 consecutive years. In 2006, this
industrial sector reached a record level of €6.5 billion. Famous cosmetic brands produced in
France include Vichy, Yves Saint Laurent, Yves Rocher, and many others.

Cosmetics at Life Pharmacy at Westfield Albany on the North Shore of Auckland, New
Zealand

The Italian cosmetic industry is also an important player in the European cosmetic market.
Although not as large as in other European countries, the cosmetic industry in Italy was
estimated to reach €9 billion in 2007. The Italian cosmetic industry is dominated by hair and
body products and not makeup as in many other European countries. In Italy, hair and body
products make up approximately 30% of the cosmetic market. Makeup and facial care,
however, are the most common cosmetic products exported to the United States.

According to Euromonitor International, the market for cosmetics in China is expected to be

$7.4 billion in 2021 up from $4.3 billion in 2016. The increase is due to social media and the
changing attitudes of people in the 18-to-30-year age bracket.

Due to the popularity of cosmetics, especially fragrances and perfumes, many designers who
are not necessarily involved in the cosmetic industry came up with perfumes carrying their
names. Moreover, some actors and singers (such as Celine Dion) have their own perfume
line. Designer perfumes are, like any other designer products, the most expensive in the
industry as the consumer pays for the product and the brand. Famous Italian fragrances are
produced by Giorgio Armani, Dolce & Gabbana, and others.

Procter & Gamble, which sells CoverGirl and Dolce & Gabbana makeup, funded a
studyconcluding that makeup makes women seem more competent. Due to the source of
funding, the quality of this Boston University study is questioned.

1.6 Important Concepts :

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This research project with the topic “ Building Brand Image of Cosmetics through Social
Media marketing “ focuses mainly of the subset of cosmetics. Therefore I would like to
mention some important concepts and what they mean.

A. WHAT IS BRAND IMAGE ?

Brand Image is how customers think of a brand. It can be defined as the perception of the
brand in the minds of the customers. Brand image develops over time. The customers form
an image based on their interactions and experience with the brand. These interactions take
place in many forms and not necessarily involve the purchase or use of products and
service.

Kotler defined Brand Image as :

An image is the set of beliefs, ideas, and impression that a person holds regarding an
object.

A brand Image is the perception of the brand in the mind of the customer. It is an aggregate
of beliefs, ideas, and impressions that a customer holds regarding the brand.

A brand can be perceived differently by different customers. Hence, the formation of a

consistent brand image is a huge task for any business.

WHY IS BRAND IMAGE IMPORTANT FOR ORGANISZATIONS ?

Every Company strives to build a strong image as it helps in fulfilling their business motives.
A strong brand image has following advantages –

● More profits as new customers are attracted towards the brand.

● Easy to introduce new products under the same brand.
● Boosts the confidence of existing customers. Helps in retaining them.
● Better Business-Customer relationship.

While a company with a bad image may struggle to operate and might not be able to launch a
new product under the same brand.

B. WHAT IS SOCIAL MEDIA MARKETING ?

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 Social media marketing is the use of social media platforms and websites to promote
a product or service. Although the terms e-marketing and digital marketing are still
dominant in academia, social media marketing is becoming more popular for both
practitioners and researchers. Most social media platforms have built-in data analytics
tools, which enable companies to track the progress, success, and engagement of ad
campaigns. Companies address a range of stakeholders through social media
marketing, including current and potential customers, current and potential
employees, journalists, bloggers, and the general public. On a strategic level, social
media marketing includes the management of a marketing campaign, governance,
setting the scope (e.g. more active or passive use) and the establishment of a firm's
desired social media "culture" and "tone."

When using social media marketing, firms can allow customers and Internet users to
post user-generated content (e.g., online comments, product reviews, etc.), also
known as "earned media," rather than use marketer-prepared advertising copy.

Social Media Marketing plays a crucial role in creating a brand image. Social media is
the Holy Grail for cosmetic industries that are already in business or trying to launch
themselves. Today’s popular social media application or simply known as “apps” are
Instagram , Snapchat , Twitter , Youtube , Whatsapp and many more.

Cosmetic industries use this platform to make their brand and products available to a larger
audience. According to the Adobe 2013 Mobile Consumer Survey, accessing social media is
the number one mobile activity today.

With this in mind brands and companies need to become savvy with this technology to ensure
they can connect on a personal level with users. Social media has revolutionised the way that
the cosmetic industry connects and communicates with customers. The customers are there,
brands just need to be present and engage.

There are many different social platforms such as Facebook, Twitter, Google+, LinkedIn,
Pinterest and Instagram which allow brands to build trust and give a sense of community
online, which leads to loyal followers and brand advocates.

High customer involvement and engagement

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Social media is a two-way communication between the target audience and the cosmetic
provider. The cosmetic companies are able to generate customer feedback via different online
presences. Additionally, they are able to use social media to better target and approach their
own customers and listen to different voices from them.

Cosmetic Industry brands need to be really honest, which can be at the root of some of the
fear for the industry; Shami from Transform Medical Group,

“We understand that social media isn’t just used to highlight good news, that you have to be
honest and if your consumers raise concern then you need to be able to answer their queries
truthfully – it’s a two way conversation after all. We saw many of our competitors especially
throughout the PIP scandal remove their social platforms avoiding association with the
issue.”

High Brand Loyalty

Social media is great for storytelling and allows for companies to maintain and build up their
brand to build online communities. Platforms such as Twitter, Pinterest and Instagram are
commonly used to present new products, display before & after images and gain brand loyalty
from customers. Social media offers cost-effective opportunities for the industry to build their
brands. “with at least half of Twitter and Facebook users said they are more likely to talk about,
recommend or purchase a company’s products after they begun following them on social
media,” according to eMarketer 2011.

Create Sales

Social media is transforming the way that cosmetic companies generate their sales, through
word-of-mouth. Many users who haven’t had previous experience with a brand will endeavor
to look at their social platforms to gauge other user’s reviews and comments.

1.7 HOW COSMETIC COMPANIES INCREASE SALES AND BRAND IMAGE ?

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A. ANIMAL CRUELTY FREE:

Signing up on social media has always been the easiest. There is no need to make payment or
extreme private information to create an account. All you need is a username , email id,
password , date of birth ! That’s all ! There you are ..official member of Instagram , Facebook
, Snapchat etc. Social media has helped people connect with each other , it does not matter in
which part of the world you stay. Internet is a gift for human beings. You can connect with
your friends and family even without meeting them face to face.

In today’s time , Cosmetics industries adopt the method of social media marketing to connect
to larger audience irrespective of your gender , age ,caste , country of origin , sect, color etc.
Not only cosmetic industries , major clothing brands like Gucci , Dolce & Gabbana ,
Alexander Wang, Balmain and many many more use it to reach users all over the world.

Not only reaching larger audiences and gaining goodwill and popularity it helps creating
awareness and also helps in increase of sales .

All over the world , cosmetics or its subset- makeup is popular among young girls and
women , but with broader mindsets , it has also attracted opposite Gender – Men and boys.
Also people have realized that if a makeup brand needs to launch itself or wants to test its
products – IT SHOULD NOT TEST IT ON ANIMALS.

Many animal protection organizations like PETA have worked for years against animal
cruelty and has worked against cosmetic companies using animals for testing. One of the
popular example of organic and animal cruelty free brand is THE BODY SHOP. It is said to
be natural and not made using chemicals and also no animals were used to test the products.

From the Humanity point of view , people have protested against brands who test products on
animals . PETA started a campaign called - PETA’S BEAUTY WITHOUT BUNNIES. It
simply means that cosmetics industries stop or give up on animal testing . Not only PETA but
many other animal support organization protests against animal testing.

Some companies are certified by Leaping Bunny, PETA, or Choose Cruelty-Free — the 3
major cruelty-free organizations. Leaping Bunny is the only internationally recognized one,
while PETA focuses on North America and Choose Cruelty-Free focuses on Australia. Not
all organizations have the same standards..

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Since cruelty-free certification is done on a voluntary basis, not all cruelty-free brands are
certified.

Some of the animal cruelty free brands are –Anastasia Beverly Hills, Bare minerals ,
Colorpop, Becca Cosmetics , BH cosmetics , Cover FX, Dose of colors , Elf cosmetics etc.

By adopting this policy not only companies wins support and love of their customers it also
gains their loyalty. Customer trust their service providers. They purchase the product because
the organization keeps in mind their customer’s best interest. Not only you help protect
environment but also help in reducing barbaric methods used on animals. Cosmetic
companies have animal cruelty signs on the bacl of their product which looks like this :

But unfortunately many multi millionaire cosmetic companies do not adopt cruelty free
methods. This creates dislike and lack of loyalty among consumers.Many consumers do not
really care about it , they focus more on brand quality , price, quantity , packagaing
,availability etc.

Some of brands that have paid for animal testing in China have come under heat and
criticism. Examples are :

⮚ AVON cosmetics
⮚ ESTEE LAUDER
⮚ NARS COSMETICS
⮚ MAKEUP FOREVER
⮚ ELIZABETH ARDEN
⮚ GLAM GLOW

Many companies claim to be cruelty free but for increasing profit-sales they give up on their
principles , which is disappointing for consumers.

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Cosmetics use social media apps to announce their contribution towards animal cruelty free.
As social media is accessible all over the world this helps them in gaining more sales ,
goodwill and last but not the least profit.

B.Creating official pages on social media :

As mentioned earlier, majority of the popularity and sales increase is because of social
media as it is a free platform . People use this platform to express themselves, express
their thoughts, present themselves as a potential brand . Social media marketing is a free
platform, unlike traditional methods of marketing such as advertisements oon radio, tv,
door to door advertising , advertisement boards in the city, social media cost less and is
easier to publish. Companies sign up on apps like Instagram , Snapchat and Twitter or
Facebook with certified “ticks” indicating that these are the real pages and to not follow
pages who claim to be official. Pictures , Instagram stories , Snapchat stories are posted
on a daily basis to keep the page up-to-date . Having a social media account is easier to
communicate with the consumers as we humans don’t go a day without checking our
news feed. Not only it increases popularity but also helps a brand to release a new product
in the market and gain as much as customers . Innovative methods are used to attract
customers like live videos, swatches of eye shadows from the latest palette or swatches of
new lipstick colors . This increases curiosity among the customers and makes them
purchase the product.

Usually these social media pages are operated by the Public Relations department . They
keep the page fun , interesting by adding pictures of products , videos of bloggers using
their products. This helps increasing fan following or “followers”. Live videos can be
made and posted on facebook and instagra where live announcements can be made
regarding launch or sale etc. These can be later viewed by followers who didn’t get a
chance to watch the video live.

C. Reviews by Beauty Gurus, Beauty and Fashion Bloggers/Blogs :

One of the major reasons brands create brand image through social media marketing are
through beauty bloggers or beauty gurus.

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A blog is a website containing a writer's or group of writers' own experiences, observations,
opinions, etc., and often having images and links to other websites.

A blogger is a writer who writes experiences , observation , views , opinions about a product ,
service etc. They update their blog on a daily basis.

Beauty bloggers or Beauty Gurus create their own blog page , and update it almost on a daily
basis. By doing this , they maintain interest of their readers.

Cosmetics companies have taken major advantage of this platform. Many bloggers are
fashion and makeup enthusiastic. They love purchasing new products in the market and
trying them on and writing down their experiences , reviews regarding the product. Cosmetic
companies come in contact with bloggers. They usually focus on bloggers who are available
on major social media platforms , thus increasing brand image.

Companies send in PR packages of their new products to bloggers and take in consideration
of reviews to improve their product. These products are sent in before the official launch in
the market. Bloggers with writing blogs also create videos on Youtube . Some of them are
professional makeup artists, some love experimenting with new makeup . Youtube is an
extremely used application. People all around the world can access the videos you create. The
major benefit is that consumers watch these videos , they are curious about the quality ,
usefulness , or if the product is actually worth their money. It also creates awareness among
consumers of various companies in the market. Youtube beauty blogging has become so
popular its not only women who watch it , men also watch these videos.

Makeup is used to create your own identity. With rising awareness of LGBTQ society ,
companies attract men who love using makeup. Many brands have collaborated male makeuo
artists or beauty bloggers in launching new products. It gives a message that makeup is for
everyone. Companies at times have a paid partnership with bloggers to promote their
products example is of : Kaushal beauty collaborating with Max factor and Maybelline.

D. Collaboration with Celebrities :

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There was a time when gossip about your favorite celebrity or star was rarely heard. Today
things have changed . Celebrities no longer shy away from sharing what goes on in their life
– whether its personal or professional . Social media has helped them also to gain good brand
image. Technically they promote themselves as potential brands. Social media apps pay
celebrities to post about their life can be through pics , articles etc.

Makeup popularly known to be used by actors , celebrities , models for shoots or major
fashion shows. But as time went on makeup are used by regular customers too. As many
celebrities are users of social media , cosmetic brands have paid partnership , collaborations,
make them as Brand ambassador or can have more than one Brand Ambassador. This is a
way of attracting more and more customers. Companies use marketing strategies, they study
consumer behavior. Many consumers purchase a product only because their favorite celebrity
and star uses it . Celebrities announce their collaboration with important brands on social
media, not forgetting the fact there profiles have millions of followers.

Pretty much any new makeup launch is celebrated by beauty lovers, but makeup
collaborations generate even more excitement. And if it's a celebrity makeup collaboration,
you practically know it's going to be a sellout.

The vast majority of us cannot afford the same designer clothes celebrities wear, but
a lipstick that they helped create? That's something that's more budget-friendly. We can even
get the eyeshadow and gloss, too. Normally, that's what ends up happening because the
collections are that good.
There always seems to be a brand-spankin-new celebrity beauty collabs. Some deliver, and
others not so much. Then there are those special few that have stood above the rest and
featured products that we're still talking about to this day. Here are the best celebrity makeup
collaborations ever:

⮚ MAC COSMETICS X RIHANNA

Before Rihanna was breaking the internet and causing pandemonium at Sephora
stores thanks to Fenty Beauty, she was collaborating with MAC Cosmetics in 2013

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 and in 2014. It marked the first time MAC did a multi-season collection with a
celebrity, but it was obvious why. If you were lucky enough to score something from
the collection, it was clear then Rihanna knew her makeup. RiRi Woo was inspired by
her favorite MAC red, Ruby Woo. This one became as popular as the original.

Rihanna has an instagram following 65.9 million followers , not just only women but
men too. She launched her own makeup line called “ FENTY BEAUTY” . As a
woman of color , Rihanna target customers were women of darker skin shades . she
launched 40 shades of foundation in different skin color range. Setting a new
benchmark and competition to other brands. The famous HudaBeauty also launched
30 shades which gives tough competition to Rihanna’s products. Reason being both
have large skin color ranges and excellent full coverage foundation.

⮚ CHRISSY TEIGEN X BECCA COSMETICS

She released a very successful cookbook, had a gorgeous Revolve collaboration and
made beauty lovers get weak in the knees at the sight of her BECCA Cosmetics
collaboration. It seemed that the supermodel knew exactly what we wanted when she
designed the limited-edition palette. There are tons of highlighters out there, but
Chrissy's palette stood out for the best reasons.

⮚ GWYNETH PALTROW X JUICE BEAUTY

The Gwyneth Paltrow x Juice Beauty partnership is more than a one-off collection.
Gwyneth is now leading the brand and she partnered with them to create her beloved goop

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skincare line. Pretty much everything the team has created together deserves a spot on the
list. A special shoutout goes to the organic makeup Gwyneth and Juice launched in 2017. It
was kind to skin and had a formula and color options to rival any other collection.

As we can seen above how cosmetic companies collaborate with our favorite celebrities who
are also popular on social media , this is the smartest way to increase more goodwill and
sales.

In the recent times , there have been new cosmetic company establishment. These
establishments were started around 3-7 years ago. These establishments have gained
widespread popularity and appreciation for their products. Many of these establishments have
been started by beauty bloggers. As we know, beauty bloggers reach their readers or viewers
all over the world with the help of social media. Not only beauty bloggers , there are reality tv
stars who have used their social media platform to start their own companies and are
considered “MOGHULS OF THE COSMETIC WORLD”.

Some of the important examples are as follows :

⮚ HudaBeauty Cosmetics :

Huda Kattan is an American makeup artist, beauty blogger, and entrepreneur. She is the
founder of the cosmetics line Huda Beauty.

In 2006, Kattan moved to Dubai, since her father was offered a teaching position there. A
few years later, Kattan moved to Los Angeles, where she studied makeup artistry. Among her
clients were celebrities such as Eva Longoria and Nicole Richie. Kattan then returned to
Dubai where she became employed by Revlon as a makeup artist.[3][5] In April 2010, upon the
advice of one of her sisters, Kattan started a beauty-related WordPress blog which she named
"Huda Beauty" on which she would post makeup tutorials and tips.

In 2013, Kattan founded a cosmetics line which, like her blog, is also called Huda
Beauty. Her first product, a series of false eyelashes, was released through Sephora.[7][11] The
Huda Beauty label achieved success with the sales of the false eyelashes, which were
famously worn by Kim Kardashian.

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Kattan's company, which is based out of Dubai, later began to offer other beauty products,
including eye shadow palettes, liquid lipsticks, lip liners, highlighter palettes, foundation,
false nails and concealers.

Kattan achieved popularity on Instagram, attaining more than 20 million followers as of

2017.Kattan is ranked #1 on the "2017 Influencer Instagram Rich List", earning $18,000 for
each post of sponsored content. Kattan has been described as "a Kim Kardashian West of the
beauty influencer economy", and was declared one of the "ten most powerful influencers in
the world of beauty" by Forbes magazine. She was chosen as one of "The 25 Most Influential
People on the Internet" by Time magazine in 2017.

In 2018, Kattan began starring in her own original Facebook Watch reality series
entitled Huda Boss, alongside her family

Huda Kattan started off by manufacturing fake eyelashes which are used worldwide by not
only beauty bloggers but customers too. She then introduced Liquid matte lip colors.
Eventually with time she introduced foundation (which is considered as the best foundation).
4 months ago she developed concealers with 40 shades of color.

She also introduced eyeshadow palettes . In total she has 10 palette in market now.

⮚ DOE DEER :

Doe Deere might be dubbed as the Unicorn Queen of makeup, but there is more to her
than just a pretty face. Doe Deere is the founder of Lime Crime, the cult beauty favorite
that has taken the makeup industry by storm. As someone who came to the United States
when she was still a teenager, Doe Deere has come a long way to become the beauty
moughal that she is today.

Doe Deere was born in Russia and has always been an incredibly creative person. She
first came to New York to pursue her music but also decided to study fashion design at the
same time. With bold looks and bright ideas, Doe Deere started turning heads early on.
Her first venture as an entrepreneur was when she started making and selling clothing
through eBay. During this time, Doe Deere also wanted to produce makeup that would go
along with the clothing that she made. She always loved bright colors, and back then, the

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 options for makeup were rather limited. Doe Deere decided to capitalize on this
opportunity and start making makeup, unlike anything that was done before.

When it came to marketing her brand, Doe Deere decided to turn to the online sphere.
Having experience with online selling through her clothing brand, she decided to do the
same for her makeup. To market the products, she tried an approach which is now being
used more than ever – which was beauty blogging. She would make videos and blogs of
her using her own products and creating looks that would draw attention. She started
steadily building her fan base and suddenly become one of the most well-known beauty
bloggers. Her fan base, being loyal to her, would buy the products, which lead to the brand
making massive sales.

Doe Deere was one of the first brands to properly implement social media marketing
via Instagram. When the app was released, Lime Crime took this as an opportunity
to create a new trend of social media influencers that improved the brand visibility
and also the customer base.

One of the reasons why Lime Crime has grown into such a massive brand is because of the
values and ideas that it stands for. Through Lime Crime, Doe Deere wanted to give women
all over the ability to express themselves and wear their makeup in a way that is unique to
only them. The brand also believes in being entirely cruelty-free and is entirely vegan,
which is rare for products today on the market. By creating a brand that resonated with her
believes, Doe Deere was able to give people all over the world a chance to indulge in a
brand that they could feel good about.

Today, Lime Crime has billions of customers all over the world and is considered to be
one of the most loved makeup brands. Doe Deere has expanded the line of makeup that
they sell extensively, and now not only sells makeup but hair products as well.

⮚ Kylie Cosmetics:

Kylie Kristen Jenner is an American reality television personality, model, entrepreneur,

socialite, and social media personality. She has starred in the E! reality television series Keeping

35
Up with the Kardashians since 2007 and is the founder and owner of cosmetic company Kylie
Cosmetics.

In 2015, Jenner launched her own cosmetics line called Kylie Lip Kits, which was renamed to
Kylie Cosmetics the following year. She also released a mobile app that reached number one on
the iTunes App Store.

According to Forbes magazine, her net worth is $900 million. This is mainly attributed to her
having 100% ownership of Kylie Cosmetics. Currently as of October 2018, her net worth is
estimated at a fixed USD $930 million. In an August 2018 issue of Forbes, they predicted
that Jenner will become the youngest self-made billionaire ever however others disputed the
designation "self-made".

In 2014, Kylie Jenner signed on with Seed Beauty, a company launched by Laura Thomas
that would help build Kylie’s brand from the ground up.[4] Inspiration for the debut products
came from Jenner's childhood insecurity about her lip size.[5] Kylie Jenner has described her
decision to use her former insecurity as inspiration for her brand as "one of the most authentic
things I've done in my career". The first 15,000 lip kits were funded by Jenner at a cost of
$250,000 from her modelling earnings. Kylie Lip Kits debuted in 2015 and sold out within a
minute. Jenner's mother, Kris Jenner, then brought in Canadian e-commerce platform Shopify
in late 2015 to outsource sales. The company was renamed to Kylie Cosmetics in February
2016 and production was increased to 500,000 kits. By the end of 2016, the total revenue was
$307 million.

In the first 18 months, the company generated $420 million in revenue. Kylie Cosmetics
maintains its reputation as a self funded and individually run company. Kris Jenner has
suggested that attaching to a bigger brand like Estee Lauder would be beneficial for the future
of the company.

In a month long pop-up event in November 2017, seven Top Shop stores across the US sold
Kylie Cosmetics products.In November 2018, Kylie Cosmetics began selling their products
at Ulta. Many attribute the brand's success to Jenner's cosmetically altered lips.

Kylie Cosmetics is a cruelty-free company. The products are not animal-tested, and do not
include any animal products such as honey or beeswax. As stated by the company’s website,
all Kylie Lip Kits are vegan.

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Kylie Cosmetics heavily depends on social media for its marketing. Because of her
extensive use of advertising on social media, Kylie Jenner has been dubbed by some as a
"marketing genius".As of August 2018, Kylie Jenner has the most followed Snapchat
account and 118 million Instagram followers, all who see her teases to past and future
makeup releases.
While Kylie Jenner, or members of her family, often serve as the face of Kylie
Cosmetics, the pair of lips that advertise the Lip Kits themselves belongs to beauty and
lifestyle blogger, Ashley Rosales. Before entering the beauty community, Ashley Rosales
served in the United States Army as a mechanic.
Kylie Jenner revealed that she has enlisted her housekeeper and her boyfriend Travis
Scott to model swatches of the makeup on their arms for social media advertisements

1.8 Research Problem:

The growth of internet and accessibility and availability of social media has been truly
phenomenon. Despite the growth of social media platform over the past few years , the vast
potential of conducting business over social media remains largely untapped. This study is
designed to provide suggestions to cosmetic companies on information to reach more
consumers through social media as a marketing tool. Moreover age , quality and quantity ,
awareness of existing brands, usage of social media usage are also anticipated to influence
the purchase of products by the consumers. This study was undertaken to provide solution to
the above mentioned problems.

1.9 Objectives :

⮚ To study significant relation between age and popularity of social media

⮚ To study significant relation between gender and cosmetics
⮚ To study significant relation between gender and social media

1.10 Scope of the Study :

Due to logistics problem and as it is not humanly possible to collect the experiences of online
shoppers all over India, the researcher has restricted her scope of study only to online
shoppers of South Mumbai.

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1.11 Limitation of Research :

⮚ The research was restricted only to a limited area of South Mumbai

⮚ The research was limited to a sample size of 50 respondents
⮚ Intentional deception, poor memory, lack of interest could all contribute to
inaccuracy of data
⮚ The research was limited to only one gender (i.e. females) due to the topic of the
project.
⮚ Lack of time and logistical problems were other limitations.

CHAPTER 2 – RESEARCH METHODOLGY

2.1 Hypothesis :

The formulation of hypothesis is an important step in the formulation of research problem. It

is a tentative proposition to formulated to determine its validity. Hypothesis is made to prove
it correct or incorrect. It leads to an empirical test. Hypothesis is a question in which we have
to search for an answer. The characteristics of a good hypothesis are – hypothesis should be
empirically testable, which means it can be easily tested on the basis of evidences. there
should be conceptual clarity in the hypothesis which will help in solving the research problem
rather than hypothesis itself creating ambiguity. Hypothesis should be specific creating
relationship between variables. It should be related with the available techniques. Hypothesis
should be logically consistent.

In this study, two hypotheses are formed alternative hypothesis and null hypothesis.
Alternative hypothesis tells that statistical importance between the variables. It is the
hypothesis which the researcher is trying to prove. Alternative hypothesis is denoted by H1 or
Ha. Whereas, null hypothesis is states that there is no statistical importance between the two
variables the hypothesis and the researcher tries to disprove it.

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 ⮚ There is a significant relation between age and popularity of social media
⮚ There is a significant relation between gender and cosmetics
⮚ There is a significant relation between age and usage of cosmetics

H1: There is a significant relation between age and popularity of social media.
H0: There is no significant relation between age and popularity of social media.

H1: There is a significant relation between gender and cosmetics.

H0: There is no significant relation between gender and cosmetics.

H1: There is a significant relation between age and usage of cosmetics.

H0: There is no significant relation between age and usage of cosmetics.

2.2. Data Collection :

The researcher plans to collect the data for the purpose of the research through primary and
secondary sources.

A. Primary Data :

Definition

Data used in research originally obtained through the direct efforts of

the researcher through surveys, interviews and direct observation. Primary data is
more costly to obtain than secondary data, which is obtained through published sources, but it
is also more current and more relevant to the research project.

In the opinion of the researcher the best source of collecting data for this type of research
should be firsthand information directly collected from the credit card users therefore ,an

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attempt has been ,made by the researcher to collect data for the purpose of research from the
method of a structured questionnaire .

B. SECONDARY DATA :

Secondary data is the data that have been already collected by and readily available from
other sources. Such data are cheaper and more quickly obtainable than the primary data and
also may be available when primary data can not be obtained at all.

Advantages of Secondary data

1. It is economical. It saves efforts and expenses.

2. It is time saving.
3. It helps to make primary data collection more specific since with the help of secondary
data, we are able to make out what are the gaps and deficiencies and what additional
information needs to be collected.
4. It helps to improve the understanding of the problem.
5. It provides a basis for comparison for the data that is collected by the researcher.

To complete any research , researcher has to heavily depend upon information from existing
sources. The researcher has made an attempt to assimilate the essence from the information
taken from various secondary data.

Newspapers, magazines, and journals.

Existing work done or similar by others.

2.3 RESEARCH INSTRUMENT:

The researcher will conduct and analyze the data from the structured questionnaire survey; the
structured questionnaire will consist of open ended as well close ended questions .

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2.4 RESEARCH DESIGN:

The researcher has used descriptive study in this case to study how social media platform helps
in creating popularity of cosmetic industry. It also shows how consumers are made aware of /
are aware of cosmetic industries or companies through social media . This research also shows
results can be better found by surveys and questionnaires and hence experimental study does
not suit this research. Descriptive study would be the most appropriate type of study
considering the requirements of the research.

● Independent variables : quality , price, quantity and usuage.

● Dependent variables : consumers awareness of cosmetic products

2.5 SAMPLING DESIGN :

It is the process of obtaining information about an entire population by examining only a part
of it.

A. Type of Universe : The type of universe for this research is finite since the number of
online shoppers of any specific area can be owned .
B. Sampling Unit : The researcher has limited the sampling unit only to South Mumbai .
C. Parameters of Interest : The researcher has decided to concentrate on gender , area ,
income , availability that affect the popularity of cosmetics.
D. Budget Constraints : Due to very low budget the sampling unit have been kept only within
the area of south Mumbai as surveying the whole city of Mumbai would be expensive.
E. Sampling Procedure : The researcher will collect the data through Systematic Random
Sampling Method , with the help of questionnaires of 50 people who are cosmetic users
and use social media . Care will be taken to see that the sample is a true representation of
the population.

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 CHAPTER 3 – LITERATURE REVIEW

Desai K. (2014) studied consumer buying behavior of cosmetic products . His main objective
to study the paper is to identify the factors influencing the consumer buying decision of
consumers for cosmetic products. He found that the major part of cosmetic market is covered
by females. According to his research, quality is the most important factor influencing the
consumer buying decision. Television and reference groups are other important factors to
influence consumer buying decision

(Schiffman, Kanuk, 2009) stated :

When consumers have had no experiences with a product, they tend to trust a favored as well
known brand name. Consumers often think well known brands are better and are worth

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buying for the implied assurance of quality dependability, performance and services. -
(Schiffman, Kanuk, 2009)

Price is so often considered an indicator of quality, some product advertisements deliberately

emphasis a high price to underscore the marketers claims of quality. Marketers understand
that at time, product with lower price may be interpreted a reduced quality. At some time,
when consumers evaluate more concrete attribute of a product, such as performance &
durability they rely less on price & brand name as indicates of quality than when they
evaluate the product’s prestige and symbolic values.- ( Merrie, Valarie, 2000)

According to Kaplan and Haenlein:

To consider social media as a marketing tool a retailer must understand every aspect of it.
Social media cannot be understood without first defining Web 2.0: a term that describes a
new way in which end users use the World Wide Web, a place where content is continuously
altered by all operators in a sharing and collaborative way -(Kaplan and Haenlein 201

Jeffrey Rohrs is the chief marketing officer at Yext, a global digital location management
leader. In his book “Audience: Marketing in the Age of Subscribers, Fans & Followers” by
Jeffrey Rohrs , he stated :

Without an audience, there’s not much use for a social media strategy. In today’s marketing
age, your audience matters more than ever. Every business needs one to survive. It’s how you
discover and forge loyal relationships with customers. But in many cases, businesses treat
their audiences like afterthoughts rather than assets.
Jeffrey Rohrs sets out to change this dynamic by challenging companies to focus their paid,
owned and earned media to grow the size, engagement and value of their audiences long-
term. Through research data and case studies, this book details how you can gain a
competitive advantage and master proprietary audience development.

Dave Kerpen is an entrepreneur, author, and speaker. He’s also the founder and CEO of
Likeable Local, a social media software company serving thousands of small businesses, and
chairman and co-founder of Likeable Media, an award-winning social media and word-of-
mouth marketing agency. Dave Kerpen stated in his book :

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According to a survey conducted by research firm Clutch, almost half (47%) of small
businesses aren’t actively using social media. When you consider the selling power of sites
like Facebook and Twitter, that stat might seem surprising. But for some, small business
social media adoption is still very overwhelming.

CHAPTER 4 – DATA ANALYSIS AND INTERPRETATION

1.

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As seen above 100% responses are from females. There were no male respondent as many of
them believed they cannot relate to this topic or have no opinions about it.

Majority of the respondents are from the age group 18-25 years, who started using cosmetics
or who have responded to the questionnaire. With the lowest number of respondents of age
group 6%.

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48% of the respondents use cosmetic products on special occasions. Where as 20% of them
use cosmetics on a daily purpose.

52% of female respondents started using makeup from the age 18-25 . Where 40% started
using between the ages of 12-18 years.

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The primary reason for makeup usage is for hanging out with friends , where 20.4% is for
school / college.

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98% of the respondents consider quality as a major purchasing factor. 64% as the price of the
product. Lesser price rates attract a large range of consumers. Income is a major factor here.
Consumers with good income don’t consider price to be the main factor. Sometimes they
consider brand name , cruelty free as purchasing factors.

As seen above 78% of the respondents prefer authentic products. In the market e find master
replica products that is products not manufactured by the brand but a some other
manufacturing duplicating the original product. The reason many consumers prefer authentic

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is due to personal hygiene and also they believe that the products used to produce the makeup
is of excellent quality.

As shown above 56% respondents are aware of social media platform. They are also aware of
brands using social media platform to promote their products.

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38% of respondents have come across various brands on social media networking sites.
Where 22% of them follow beauty bloggers and gurus to take knowledge about various
cosmetic brands.

50
Discount is a major factor that motivates consumers to purchase a product. More discount
means reasonable price and more purchasing power.

54% of respondents will not purchase other products from the same brand incase one product
does not live upto their expectations.

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 Chapter 5- Conclusion and Suggestions:

The researcher of the project wants to make the following conclusions:

⮚ Social media platform has affected the way consumers purchase their products. Many
consumers believe in online shopping as it saves time and energy. You can shop your
favorite cosmetics from their websites while just staying at home.

⮚ There was a time when consumers were paranoid to purchase products promoted on
social media because many believe in personally testing the product’s quality before
making a purchase. But the perception is changing. Cosmetics use social media like
snapchat , instagram , youtube etc to show how to products look and work. This
increases confidence among consumers.

⮚ Cosmetic companies are targeting consumers more on social media than using the
traditional marketing techniques. With the increase usage and widespread knowledge
of social media apps, Companies are able to reach both female and male consumers.

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⮚ Internet is available all over the world . Consumers staying in a different country can
purchase products from anywhere around the world by filling in their card details
without being worried of falling into fraud.

⮚ Many beauty enthusiasts have used social media to promote brands and themselves as
a potential investment. Cosmetic companies have gained more profit , popularity due
to social media bloggers.

⮚ Many beauty enthusiast have used social media to create their own brand and promote
it. It shows that you don’t need to be a multi – national brand to start your own
cosmetic line.

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 BIBLIOGRAPHY AND WEBLOGRAPHY

www.wikipedia.com
www.alloy.com
www.google.com
www.sephora.com
www.harper’sbazaar.com

http://friendsoftheforties.com/doe-deere-the-beauty-blogger-turned-makeup-entrepreneur/

● Times of India
● The Hindustan Times
● Mumbai Mirror
● DNA

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QUESTIONNAIRE

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