MINOR PROJECT REPORT

ON
“CONSUMER BEHAVIOUR TOWARDS
SUGAR COSMETICS PRODUCTS”

Submitted Towards the Partial Fulfillment of the

Requirement for the Award of the Degree of
BACHELOR OF BUSINESS ADMINISTRATION
PROGRAMME

UNIVERSITY OF LUCKNOW

Submitted By

Yashi Sharma

BBA-VI Semester

(2021-2024)

Under the guidance of

Dr. Jyoti Joshi

Associate Professor

LAL BAHADUR SHASTRI

GIRL’S COLLEGE OF MANAGEMENT

1
 INDEX

S. No TITTLE PAGE. No

1. CERTIFICATE 3
2. DECLARATION 4
3. CERTIFICATE 5
4. ACKNOWLEDGEMENT 6
5. EXECUTIVE SUMMARY 7-8
6. CHAPTER-1 9-10
INTRODUCTION
7. CHAPTER-2 11-14
INDUSTRIAL PROFILE
8. CHAPTER-3 15-44
COMPANY PROFILE
9. CHAPTER-4 45-48
RESEARCH METHODOLOGY AND
RESEARCH OBJECTIVE
10. CHAPTER-5 49-87
FINDINGS AND HUMAN RESOURCE
OPERATIONS IN HASHTAG LABS
11 CONCLUION 88
12. BIBLIOGRAPHY 89

2
 LAL BAHADUR SHASTRI GIRLS COLLEGE OF
MANAGEMENT

CERTIFICATE

This is to certify that Ms. Yashi Sharma, student of BBA 5TH Semester has done her
summer training under my guidance as a part of BBA programme of Lucknow
University. She did a good job, and her performance is appreciated.

Date:

(Dr. Jyoti Joshi)

3
 DECLARATION

I Yashi Sharma, student of BBA LBSGCM, Lucknow University, for the purpose of
completion of my academics have done the project report entitled “Study of consumer
behavior towards sugar cosmetic products”, prepared and submitted by me.
The data and facts provided in the report are authentic to the best of my knowledge
and has not been submitted to any other University or Institute or published earlier.

Place:

Date:

YASHI SHARMA

4
 ACKNOWLEDGEMENT

I wish to register my profound gratitude to many individuals and organization for their
kind support and help. I would like to extend my sincere thanks to all of them.

I am highly indebted to Ms. Gunjan Verma and Dr. Jyoti Joshi for their guidance,
constant supervision as well as providing necessary information regarding the project
& and for their support in completing the project.

I would like to express my gratitude towards my parents and the members of

HASHTAG LABS for their kind co-operation and encouragement which helped me in
completion of this project.

I would like to express my special gratitude and thanks to the team in company for
giving me such attention and time.

My thanks and appreciation also go to my colleagues in developing the project and

people who have willingly helped me out with their abilities.

YASHI SHARMA

5
 EXECUTIVE SUMMARY

The Cosmetic industry has been growing at the rate of 20% per annum approximately
and is currently standing at US$950 million in India. It comes under the sustainable
development goals 2030 laid by the UNDP under the industry, innovation and
infrastructure. The purpose of this paper to analyze the factors which influence the
purchase of cosmetic products among Indian consumers.
The objective of the study is to find the correlation among the factors and income and
to find the extent of dependence between the significant factors and purchase of
cosmetic products (the explanatory variable). Snowball sampling method has been
adapted for the study and primary data from 100 respondents has been collected in
this regard, from the cosmetic product users of Lucknow which was returned with a
response rate of 100%.
Demographic features like age, gender, income, occupation are used and various
statements to find the awareness and attitudes are analyzed using pie charts and bar
graphs. The findings of the paper focus on the decision-making of the consumers. It has
been seen that social factors majorly influence the consumers purchase decision
regarding cosmetic products.

6
 CHAPTER-1
INTRODUCTION

7
 INTRODUCTION

Sugar Cosmetics is one of the premium beauty brands in India. Sugar Cosmetics founded
by Vineeta Singh and Kaushik Mukherjee in 2012, headquarters is in Mumbai,
Maharashtra, India. Sugar cosmetics is a fairly new company, but they’re already making
waves in the cosmetics industry. They’re known for their affordable, vegan, and cruelty-
free cosmetic products.

But how did they become so successful? Here, we’ll explore Sugar cosmetics‟ success
story. From their founding to their growth strategy, we’ll see how this company has
quickly become a force to be reckoned with. Sugar cosmetics is a luxury cosmetics brand
that was founded in 2012 by Vineeta Singh and Kaushik Mukherjee.

The makeup brand is known for its high-quality, natural ingredients and its unique
packaging. Sugar cosmetics has become a cult favorite among beauty enthusiasts and
has been featured in magazines. The company clocked Rs 105 crore in net revenue for
the year 2019-2020. Sugar Cosmetic’s revenue is INR 500 crores. The Mumbai-based
startup has raised an investment of INR 35.5 crores in the past few years. Their first
product was a range of brightly colored lipsticks, which quickly became a hit among
Bollywood celebrities and everyday women alike. Sugar Cosmetics was created with the
goal of providing high-quality, affordable makeup products to women everywhere. The
company offers a wide range of products, from lipstick and foundation to eyeshadow
and mascara.

All of their products are cruelty-free and made with natural ingredients. Within a year,
Sugar Cosmetics had grown from a small operation to a full-fledged business. Kaushik
Mukherjee and Vineeta Singh were now selling their products in stores all over the
country, and they even had celebrity fans! Sugar Cosmetics has since expanded its range
to include eyeshadows, blushes, bronzers, and more. The brand is now available online
and in stores across India. Nowadays, Sugar Cosmetics is one of the hottest makeup
brands around. But it all started with entrepreneur duo with a dream!

8
 SUGAR COSMETICS - COMPANY HIGHLIGHTS

The Indian beauty e-commerce market, which is still in its early stages, might witness a
spate of acquisitions over the next 3 to 4 years as smaller, direct-to-consumer (D2C)
firms are rising, following pattern set in the US.

Startup Name SUGAR Cosmetics

Parent Company Vellvette Lifestyle, Vellvette
Headquarters Mumbai, Maharashtra, India
Industry Beauty, Ecommerce, Brand Marketing, Cosmetics
Founders Kaushik Mukherjee and Vineeta Singh
Founded 2012
Current CEO Vineeta Singh
Total Funding $80.8 Mn over 7 rounds
Revenue $26.85 Mn (FY22)
Website www.sugarcosmetics.com

9
 CHAPTER-2

INDUSTRY PROFILE

10
 INDUSTRY PROFILE

COSMETIC INDUSTRY:

The cosmetic industry describes the industry that manufactures and distributes
cosmetic products. These include color cosmetics, like foundation and mascara,
skincare such as moisturizers and cleansers, haircare such as shampoos, conditioners
and hair colors, and toiletries such as bubble bath and soap. The manufacturing
industry is dominated by a small number of multinational corporations that originated
in the early 20th century, but the distribution and sale of cosmetics is spread among a
wide range of different businesses. Cosmetics must be safe when customers use them
in accordance with the label's instructions or in the conventional or expected manner.
One measure a producer may take to guarantee the safety of a cosmetic product is
product testing. FDA occasionally does test as part of its research program or when
looking into potential safety issues with a product. Both the cosmetics business and
consumers can benefit from the FDA's resources on product testing.

The largest cosmetic companies are L’Oréal, Estée Lauder, Coty, Nivea, Shiseido and
Chanel. The market volume of the cosmetics industry in Europe and the United States
is about EUR €70 billion per year, according to a 2005 publication. The worldwide
cosmetics and perfume industry currently generates an estimated annual turnover of
US$170 billion (according to Eurostar – May 2007). Europe is the leading market,
representing approximately €63 billion.

MARKETING

The cosmetic industry worldwide seems to be continuously developing, now more than
ever with the advent of the Internet companies. Many famous companies sell their
cosmetic products online also, in countries in which they do not have representatives.

Research on the email marketing of cosmetics to consumers suggests they are goal-
oriented with email content that is seen as useful, motivating recipients to visit a store
to test the cosmetics or talk to sales representatives. Useful content included special
sales offerings and new product information rather than information about makeup
trends.

11
CONTROVERCIES

COLORISM

Many companies advertise white or light skin as not only a cosmetic change, but a
lifestyle change. White beauty implies a lifestyle of “sophistication, beauty, power, and
wealth.” Mass advertising and marketing from the US and Europe, as well as multiple
mass media forms are used to reach other cultures to influence their purchasing habits.
Many of the skin lightening products sold usually have celebrity endorsements, further
increasing sales and the desire for lighter skin. These products can cause serious
damage to skin and pose a health risk to the consumer.

In a study done by S. S. Agrawal and Pallavi Sharma on eleven skin lightening products
sold in India, it was found that “mercury was detected in all the samples of the skin
lightening creams in the range of 0.14–0.36 ppm.” This study also observed that none
of the brands tested include mercury as an ingredient on the packaging, which may
mislead consumers regarding health risks. In a report by the World Health
Organization, it was stated that “skin whitening products can cause leukemia, liver and
kidney cancer and could also result in severe skin conditions.” Though these health
risks exist, women of color in many parts of the world are purchasing skin lightening
creams.

Choma and Prusaczyk's survey of women of color in the US and India “show[s] that
chronic surveillance of skin tone predicts skin tone dissatisfaction and skin bleaching.”
Some companies in the cosmetic industry have capitalized off of the cultural pressure
and standards for having lighter skin. This study concluded that “skin bleaching is not
merely a physical or aesthetic change, but one with potentially wide-ranging
implications on psychological well-being and, more broadly, the perpetuation of racist
ideologies and beauty standards.”

IMPACT ON ENVIRONMENT

Some components found in cosmetics, as well as their production, have been found to
have negative environmental impact. For example, Palm oil is found in lipstick, and
shampoo. Palm oil is connected to the destruction of forests and habitats of
endangered species, including orangutans, tigers, elephants, and rhinos.

12
ANIMAL TESTING

Main articles: Testing cosmetics on animals and Cruelty-free cosmetics

Animal testing has been a large controversy in the cosmetic industry. Animal tests
performed include the Draize eye irritancy test, where test chemicals are applied to
rabbits’ eyes and left on for several days, and toxicity tests such as LD50, where a
substance's toxicity is tested by determining the concentration at which it will kill 50%
of the test animals.

Due to public outcry as well as financial and temporal considerations, animal testing in
cosmetics has steadily been decreasing over time and replaced with non-animal tests.
One of these non-animal tests is the Environmental Protection Agency’s ToxCast which
has a similar accuracy compared to animal tests but achieves results with fewer
economic costs and less time.

An EU ban of marketing cosmetic products which have been tested on animals became
effective in 2013. There are a few exceptions to this law. Animal testing data for
cosmetics can be used if the data for the ingredient used in the cosmetic originated
from testing for non-cosmetic products. Secondly, if a country outside of the EU
requires animal testing and the cosmetic product was tested in that country, the ban
also does not apply. Cosmetic tests on animals are still legal in several countries, such
as the US, Japan, Russia, and China.

There are a number of cosmetics companies that claim they are “cruelty-free,” such as
Bath & Body Works, Aveda, ELF, and Milani, but some argue that because the label of
“cruelty-free” both lacks regulation and standardized third-party certification, it has
little real weight. Brands that claim to be cruelty free often advertise this with a logo
of a rabbit on their products.

In some cases, cosmetic testing is done on humans, which also leads to a related
discussion of best practices and ethics.

LABOUR RIGTS AND BODY POLITICS

A number of studies have focused on social issues such as labor rights and sociology of
the body. Research has found that some retail stores have discriminatory hiring
practices and prefer to hire class-privileged workers to promote their upscale image

13
 CHAPTER-3

COMPANY PROFILE

14
 COMPANY PROFILE

Company Profile is an initiative by Startup Talk to publish verified information on

different startups and organizations. The content in this post has been approved by
Sugar Cosmetics. Until the emergence of e-commerce and Direct-to-Consumer (D2C)
selling, the Indian beauty sector had been dominated by cosmetics majors for
decades. In the beauty industry, it's difficult to overlook the influence of direct-to-
consumer companies like Nykaa, Mamaearth, WOW Skin, Plum, and Sugar Cosmetics,
which are quickly becoming customers' go-to alternatives in metros and Tier 1 and 2
cities. Established in 2015, Sugar Cosmetics came up with just two products, namely,
a black matte eyeliner and a black kohl pencil. Since then, the company has grown to
450 Warehouses.

Until the emergence of e-commerce and Direct-to-Consumer (D2C) selling, the Indian
beauty sector had been dominated by cosmetics majors for decades. In the beauty
industry, it's difficult to overlook the influence of direct-to-consumer companies like
Nykaa, Mamaearth, WOW Skin, Plum, and Sugar Cosmetics, which are quickly
becoming customers' go-to alternatives in metros and Tier 1 and 2 cities.

With just two products when it was first founded in 2012, Sugar Cosmetics has quickly
expanded to become one of India's leading beauty businesses, with 450 warehouses
under its belt in just five years. Known for its cruelty-free makeup, the brand caters
to bold, independent women who defy preconceptions and is the ideal fusion of style
and performance. Sugar Cosmetics has evolved into a symbol of empowerment,
enabling people to confidently express their individuality.
Here's learning more about Sugar Cosmetics, its Industry, its Founders and Team,
Business Model, Revenue Model, Name, Logo and Tagline, Growth, Mission and
Vision, Competitors, Challenges Faced, Future Plans, and more.

15
 COMPANY HIGHLIGHTS

STARTUP NAME SUGAR COSMETICS

Headquarters Mumbai, Maharashtra, India
Sector Beauty, E-commerce, Brand Marketing, Cosmetics
Founder Kaushik Mukherjee and Vineeta Singh
Founded 2012
Website sugarcosmetics.com

16
 SUGAR COSMETICS - ABOUT

Sugar Cosmetics is one of India's fastest-growing premium cosmetic companies, with a

cult following among millennials. Thanks to its clutter-breaking attitude, unique low-
poly packaging, and chart-topping products, it has become the first choice of many
Indian women. The brand's bestselling goods in the Lips, Eyes, Face, Nails, and Skin
categories are sent all over the world from state-of-the-art facilities in Germany, Italy,
India, the United States, and Korea.
The brand is devoted to producing products that are a great fit for every Indian skin
tone throughout seasons and across the calendar, with a cruelty-free line that is high
on design and high on performance. Sugar Cosmetics is aggressively expanding its
strong existence, with over 40,000 retail outlets across 550 cities. It is backed by the
faith of marquee investors and the passion of millions of beauty aficionados.

SUGAR COSMETICS – INDUSTRY

According to the Statista analysis, the India Cosmetic industry is expected to reach a
significant revenue of US $ 6.45 billion by 2024, growing at a CAGR of 2.86% from 2024
to 2028. This increase is partly explained by consumers' increasing preference for
digital experiences, which has caused the beauty industry to undergo a dramatic shift
in favor of e-commerce.
The ease of use and time-saving capabilities provided by online platforms serve as the
foundation for this change. Customers can now move more easily between virtual
stores and online content, having almost the exact same "real-life" experience with
customization possibilities, product samples, and other features. This paradigm change
demonstrates how the cosmetics business has responded to changing consumer tastes
by redefining and improving the entire customer experience through the use of digital
technology.

17
 FOUNDERS AND TEAM

Sugar Cosmetics was founded by Kaushik Mukherjee and Vineeta Singh in 2012.
Vineeta Singh (Co-Founder and CEO) and Kaushik Mukherjee (Co-Founder and COO) of
Sugar Cosmetics (Left to Right)

Kaushik Mukherjee
Kaushik Mukherjee, the co-founder and COO of SUGAR Cosmetics, boasts an
impressive educational background, having graduated from BITS Pilani and earned a
degree from IIM Ahmedabad. In addition to being a seasoned professional and a
successful marathon and Ironman triathlete, Mukherjee is a TEDx speaker.
His professional journey commenced as an Applications Engineer at Oracle
Corporation, followed by a role as an Analyst at Goldman Sachs. Mukherjee then
founded BigSlick Infotech/AKVenture and later served as an Associate at McKinsey &
Company. He continued his entrepreneurial journey as the Co-founder & MD of FAB
Bag before founding and assuming the role of co-founder and chief operating officer
at SUGAR Cosmetics. Mukherjee's diverse experiences underscore his multifaceted
expertise in both the corporate and entrepreneurial realms.

18
Vineeta Singh
Vineeta Singh, co-founder and CEO of SUGAR Cosmetics, is a powerhouse driving
India's fastest-growing cosmetic business. Armed with degrees from IIT Madras and
IIM Ahmedabad, she extends her influence beyond the corporate realm as a TEDx
Speaker and an accomplished triathlon and ultramarathon runner.
Vineeta is a well-known figure on Shark Tank India, where she displays her aptitude for
entrepreneurship. Her career started with important internships at ITC Limited and
Deutsche Bank. Following her role as a Director at Quetzal Verify Private Limited and
her co-founding of FAB Bag, Vineeta went on to co-found Sugar Cosmetics and serve
as its CEO.

19
HISTORY OF SUGAR COSMETICS

20
 HISTORY OF SUGAR COSMETICS

The inception of SUGAR Cosmetics marks the collaborative effort of Vineeta Singh and
her husband and business partner, Kaushik Mukherjee. Early in her career, Vineeta,
an IIT Madras Electrical Engineering graduate with extra Business Studies from IIM
Ahmedabad, made a crucial choice. In her twenties, she turned down a big
employment offer of Rs. 1 crore because she wanted to follow her dream of being an
entrepreneur.

Vineeta and Kaushik persisted in their startup efforts despite obstacles. Seeing a gap
in the Indian beauty market, which was dominated by foreign brands that weren't
very suitable for the country's environment and skin tone, the two took advantage of
the knowledge they were able to gather via their beauty subscription service. The
direct input from 100,000 women who subscribed to the program served as the basis
for the debut of SUGAR Cosmetics.

Established with the tenets of adaptability, creativity, and in-depth knowledge of

customer requirements, SUGAR Cosmetics has emerged as a leader in the Indian
beauty sector. Vineeta Singh and Kaushik Mukherjee's joint efforts demonstrate the
ability of business alliances to turn obstacles into success stories.

"We have a long way to go and great goals to achieve! Success to me is having the
flexibility and capacity to achieve whatever I want without fear of failure. To be
honest, I had my reservations when I turned down the job offer when I was 23 years
old. But, in keeping with my concept of having no regrets, I pursued my ambitions. I
was quite enthusiastic about being an entrepreneur and starting a business. I simply
knew that if I didn't do it now, I'd regret it for the rest of my life, so I went ahead and
did it," said Vineeta Singh.

21
VISION AND MISSION OF SUGAR COSMETICS

22
 VISION AND MISSION OF SUGAR COSMETICS

Sugar Cosmetics' mission statement says,

"We believe in every interpretation of beauty. Bold to subdued,

quirky to crazy, every day to glam goddess! We aim to celebrate
every aspect of you, no matter what your style is. So, go ahead and
pick your faves."

The company began as an online supplier of natural, paraben-free cosmetics and has since
grown in popularity not just in India but throughout the world. Due to the usage of the
black and white color combination, the visual identity of an Indian cosmetic business is
beautiful and refined while also seeming bold and confident. The company's logo is made
up of a wordmark with an emblem on the left, which serves as the brand's signifier and
appears on all of the company's cosmetics.

Sugar Cosmetics' slogan says,

“Rule The World, One Look At A Time!!!”

23
 BUSINESS MODEL

Sugar Cosmetics operates with a direct-to-consumer (D2C) business model that

strategically incorporates an omnichannel approach. By using this strategy, Sugar
leverage advantage of other eCommerce marketplaces, such as Amazon and Nykaa,
increasing its accessibility and reach. The brand emphasizes its global presence through
a variety of revenue streams, including both domestic sales in India and international
export sales.

The customer-centric business approach of Sugar Cosmetics is one of its main

advantages. The company does a great job of satisfying the wide range of demands and
tastes of its target market. Its product line is carefully designed to be inclusive and
versatile, with a wide variety of hues and formulas catered to all skin types and tones.
Sugar's emphasis on diversity makes it seem like a brand that appeals to a wide range of
customers.

24
 REVENUE MODEL

Sugar Cosmetics makes money from different resources. Some of the prominent one's
are listed below:

Various Channels of Sales:

 Uses brick-and-mortar stores, the official website, and e-commerce partnerships

(Amazon, Nykaa) for sales.
 Specialty kiosks create an additional offline sales channel.

Revenue Streams by Geography:

 Principal source of income for meeting local demands for beauty in India.
 Significant income from export sales to other countries.

Present Both Online and Offline:

 Consolidated internet sales on the official website.

 Offline sales through unique kiosks and physical stores.

25
 CHALLENGES FACED

Co-founders Vineeta and Kaushik faced several obstacles during Sugar Cosmetics' early
years as they walked the difficult path of bootstrapping the company. Obtaining funding,
identifying reliable suppliers, and assembling a team were major obstacles.

Company first had trouble making an impression in the crowded market. Products were
difficult to market, and they had trouble obtaining finance. In spite of everything, the
company's founders were committed to growing it. They put a lot of effort into
producing new goods and attracting additional clients.

The year 2020 brought unprecedented challenges for Sugar Cosmetics, intensified by the
global COVID-19 pandemic. Similar to numerous other brands, the company's valuation
was impacted by supply chain delays, decreased customer spending, and general
economic uncertainty.

Sugar Cosmetics changed course in response, embracing an online platform and

stepping up its digital marketing and advertising initiatives to combat the market decline.
This strategic move highlights the company's resolve to continue growing in the face of
external hardships by demonstrating its ability to overcome obstacles and adjust to
changing market conditions.

26
 FUNDING AND INVESTORS

Sugar Cosmetics has raised $87.5 million in over 6 funding rounds that the company has
seen to date.

Here are the funding details:

DATE ROUND AMOUNT LEAD INVESTORS

Sep 3, Angel
- Ranveer Singh
2022 Round
May 30,
Series D $50 million L Catterton
2022
Oct 21, Debt
$2 million Stride Ventures
2020 Financing
Oct 21, A91 Partners, Elevation Capital,
Series C $21 million
2020 India Quotient, Stride Ventures
Mar 8,
Series B $12 million A91 Partners, Anicut Capital, India Quotient
2019
Jun 1,
Series A $2.5 million India Quotient, RB Investments Pte. Ltd.
2017

27
 MERGERS AND AQUISITIONS

Sugar Cosmetics has acquired 1 company to date. The acquisition of ENN Beauty was
announced on January 13, 2022, when the company picked up the majority (51%) stakes
in the natural skin and hair care brand.

GROWTH
The beauty firm, which operates on a hybrid model, currently has a presence in
over 40,000 retail outlets across 550 cities. After the pandemic took a heavy toll, the
corporation devised novel strategies to reinforce the trust connection between its brand
and its clients. SUGAR Cosmetics found a position for itself in the fast-growing beauty
sector and weathered the epidemic by slashing expenses and reorganizing the team, as
well as utilizing social media marketing and an e-commerce push.

Some of the other growth highlights of Sugar are:

 Sugar's website and app witness more than 2 million unique visitors each month.

 It sells 200K+ products each month.

 Sugar Cosmetics products are present in over 40K retail stores.
 All prominent eCommerce marketplaces sell Sugar products, like Amazon,
Flipkart, Nykaa, Myntra, and more.
 Sugar also sells its products outside India, in countries like Korea, Germany, Italy,
and the US.
 Sugar onboards Shehnaz Gill as its first brand ambassador for Sugar POP in June
2023.

Social media is one of the most effective tools used by SUGAR Cosmetics. According to
Singh, they saw early on that customer were spending more time on their smartphones
and engaging with their content on social media. The company leveraged this as a chance
to boost its social media presence.

28
 FINANCIALS

Sugar Cosmetics Financials

SUGAR FINANCIALS FY22 FY23

Operating Revenue Rs 222 crore Rs 420 crore
Total Expenses Rs 300 crore Rs 505 crore
Profit/Loss Loss of Rs 76 crore Loss of Rs 76 crore

EXPENCES

Sugar total expenses rise from Rs 300 crore in FY22 to Rs 505 crore in FY23.

29
EBITDA
SUGAR FY22-FY23 FY22 FY23
EBITDA Margin -30% -14%
Expense/Rs of Op Revenue Rs 1.35 Rs 1.20
ROCE -78% -29%

30
PRODUCTS OF SUGAR COSMETICS

31
 PRODUCTS OF SUAGR COSMETICS

Must-Buy Makeup Products from SUGAR Cosmetics

Smashing all boundaries, SUGAR Cosmetics has embarked on an extraordinary journey
with their best-selling beauty products and bold, free attitude. Whether it's your go-to
lipstick or long-lasting foundation, SUGAR has always been a part of every woman's glam
journey. Check out some of the must-have SUGAR bestselling makeup essentials that are
loved and cherished by all of you.

Base Of Glory Pore Minimizing Primer

The Base Of Glory Pore Minimizing Primer is a must-have if you are

looking for a lightweight, pore-blurring, and mattifying primer in the
market. This featherlight, gel-based makeup primer glides seamlessly
onto your skin, smoothing your complexion right away. We know this is
not the only reason you love our oil-controlling makeup primer—it’s a
skincare hybrid. In addition to being non-comedogenic, this primer is
packed with the goodness of vitamin A and E, which fight off sun
damage and make it suitable for all skin types.

Ace Of Face Foundation Stick

One product that you'll find in every beauty fanatic's vanity is our Ace Of Face Foundation
Stick. During the era of heavy, powdery bases, SUGAR introduced a light, non-comedogenic,
and, above all, full-coverage option. If you have #flawlessSkinGoals, this bestseller is all you
need. Known for its super creamy formula and 24-hour seamless matte finish, AOF also
comes with a built-in soft brush for easy on-the-go application. The best part? This 100%
vegan and cruelty-free foundation comes in 22 shades, perfect for all skin types.

32
Goddess Of Flawless BB Cream

The all-rounder Goddess Of Flawless BB Cream—a lightweight BB cream that provides

coverage and protects your skin from photo-ageing. With its super easy application and
matte finish, this no-makeup look genius evens out the skin tone while simultaneously
improving its appearance. The creamy formula is pigmented and comes in 7 shades.

Dream Cover Spf15 Mattifying Compact

A beginner-friendly compact powder - The Dream Cover SPF15 Mattifying Compact. Top up
your creaseless foundation with this lightweight compact powder that keeps your skin shine-
free from day to night. This hybrid skin perfector not only provides a soft-focus matte finish

33
but also offers SPF 15 protection with the goodness of Vitamin E. The travel-friendly compact
powder comes with a soft sponge, perfect for your on-the-go makeup touch-ups.

Matte Attack Transfer Proof Lipstick

Matte Attack Transfer Proof Lipstick—a perfect fusion of color, comfort, and convenience.
This luxurious creamy lipstick is designed to add a touch of glamour and elegance to your
everyday look with its rich pigmentation and velvety matte finish. From a day full of work to
a night full of parties, this long-lasting, 100% smudge-proof lipstick ensures flawless
coverage every time. The unique bullet allows for precise and controlled application, giving
you the freedom to define and enhance your lip shape with ease. And why do you love it the
most? This transfer-proof lipstick not only imparts stunning vivid pigment but also hydrates
and protects your lips with the goodness of nourishing jojoba oil.

34
Matte As Hell Crayon Lipstick
Unleash your lip game with our Matte As Hell Crayon Lipstick! As one of the first lipsticks from
SUGAR that took the beauty industry by storm, its intense color, smooth, silky soft matte
finish, and long-lasting wear made it our bestseller. Glide on the hydrating, creamy crayon
that instantly reveals a weightless veil of high pigment. So get ready to unleash your inner
confidence and playfully color your pout with 36 gorgeous hues that boldly command
attention.

Kohl Of Honor Intense Kajal

Kohl of Honor Intense Kajal—an ultimate showstopper. This beloved gem effortlessly steals
the spotlight! With an unbeatable combination of long-lasting power, intense pigmentation,
and smudge-proof mastery, this kajal reigns supreme in the realm of eye makeup, delivering
flawless and captivating looks with absolute confidence. Not only that, its intensely
pigmented formula glides on smoothly for flawless, precise application and stays put for 12
straight hours, plus it's water-resistant.

35
All Set to Go Banana Powder.

This loose (finishing) powder is ideal for people who don’t want that heavy makeup look and
want something that helps blot out the oil. Basically, if you’re using ultra-hydrating, or any
product that leaves your skin oily (like certain types of sunscreens), dusting a bit of this will
help achieve a more matte look. It’s also yellow toned, which also happens to be the
undertone for most Indian complexions.
Why we want it: For days we use only sunscreen in the heat
Price: INR 599
Rating: 4.5/5

Goddess of Flawless SPF30+ BB Cream.

The power of a BB Cream is only decided by how many functions it does (priming,
moisturizing, sun protection, coverage, and the like), and we’ve had our eye on the Goddess
Of Flawless BB cream for a while now because it offers SPF 30, comes in 5 shades, glides
smoothly and stays all day. That being said, users have mentioned that while it is completely
matte, it does tend to be drying for those with normal to dry skin.
Why we want it: For its lightweight formula, and matte effect
Price: INR 699
Rating: 4.1/5

Mettle Liquid Lipstick - 02 Vega (Deep Fuchsia)

A liquid lipstick available in 5 shades (all that work for most Indian skin tones), this one wins
for cute packaging and great pigmentation. If you’re looking for bolder hues, the Mettle
Liquid Lipstick range has you covered. That being said, it will need to be reapplied once you
eat, and isn’t transfer proof in general. We’re eyeing the Cherry Red and the Vega at the
moment.
Why we want it: For the color payoff
Price: INR 1,100
Rating: 4.5/5

SUGAR Grand Finale Matte Setting Mist

Tie your makeup together with a setting mist. Users say that this one keep makeup on (with
no touchups) from 9-5, and can be used as a primer too. We want it because it sets with a
matte finish, and in summers, there’s a fine line between Dewey and oily that we don’t want
to cross. The only downside of this product is how little of it you get. Also, if you want a

36
finishing spray that also has SPF, Sugar Cosmetics has an option for that too! Why we want
it: For the matte finish, and long-lasting setting
Price: INR 699
Rating: 4.3/5

37
SWOT ANALYSIS

38
 SWOT ANALYSES

SWOT analysis is a framework for identifying and analyzing an organization's strengths,

weaknesses, opportunities, and threats. These words make up the SWOT acronym. The
primary goal of SWOT analysis is to increase awareness of the factors that go into making a
business decision or establishing a business strategy.

SWOT analysis is often used either at the start of, or as part of, a strategic planningprocess.
The framework is considered a powerful support for decision- making because it enables an
organization to uncover opportunities for success that were previously unarticulated. It also
highlights threats before they become overly burdensome.
Following is the SWOT analysis of Sugar Cosmetics.

39
 STRENGTH

The strengths of a company are the most important building blocks required for growth to
take place. Sugar Cosmetics is known for its high-quality, cruelty-free, vegan makeup
products that suit different skin tones and types. The brand’s products are formulated with
safe, skin-loving ingredients and are free from harmful chemicals like parabens, mineral oil,
and lead. The following are a few of the most prevalent strengths that sugar cosmetics has
at the present time.

 One of the key strengths of Sugar Cosmetics’ business model is its focus on catering
to the needs and preferences of its target audience. The brand’s products are
designed to be versatile and inclusive, with a wide range of shades and formulas that
suit different skin tones and types.
 Sugar Cosmetics’ online presence is also a major strength, with the brand’s website
and social media channels serving as key platforms for marketing, outreach, and
customer engagement.
 Another strength of Sugar Cosmetics’ business model is its pricing strategy. The
brand’s value-based pricing approach creates a perception of premium quality
without being prohibitively expensive, making its products accessible to a wider
audience.
 Sugar Cosmetics’ regular promotions and discounts also incentivize purchases and
create a sense of urgency among consumers.

40
 WEAKNESS

Weaknesses stop an organization from performing at its optimum level. They are areas
where the business needs to improve to remain competitive: a weak brand, higher-than-
average turnover, high levels of debt, an inadequate supply chain, or lack of capital. The
weakness of sugar cosmetics are as follows:

 One potential weakness of Sugar Cosmetics’ business model is its reliance on online
channels. While the brand has established offline stores in major cities in India, its
distribution network is still largely online. This may limit the brand’s reach to
consumers who prefer physical stores or live in areas where online shopping is not
as prevalent.

 Another potential weakness of Sugar Cosmetics’ business model is its narrow

product line. While the brand offers a range of makeup products, its product line is
still relatively limited compared to other beauty brands. This may limit the brand’s
appeal to consumers who prefer a wider range of products or are looking for specific
makeup products.

41
 OPPORTUNITY

Opportunities result from our existing strengths and weaknesses, along with any
external initiatives that will put us in a stronger competitive position. These could be
anything from weaknesses that we like to improve or areas that weren't identified in
the first two phases of our analysis. Followings are the opportunities of sugar
cosmetics:

 One opportunity for Sugar Cosmetics’ business model is its potential for
international expansion. The brand has already established partnerships with
retailers in the United States and the United Kingdom and could expand its
distribution network to other countries. This would allow the brand to tap into
new markets and reach a wider audience.

 Another opportunity for Sugar Cosmetics’ business model is its potential for
product diversification. This would allow the brand to offer its customers a
more comprehensive range of products and further differentiate itself from its
competitors.

42
 THREATS

Threats in SWOT are areas with the potential to cause problems. Different from
weaknesses, threats are external and out of your control. This can include anything
from a global pandemic to a change in the competitive landscape. Followings are the
threats for sugar cosmetics:

 One potential threat to Sugar Cosmetics’ business model is the highly

competitive nature of the beauty industry. The brand competes with various
other makeup brands, both established and emerging, and must continuously
innovate and differentiate itself to stay relevant and appeal to consumers.

 Another potential threat to Sugar Cosmetics’ business model is the potential

for changing consumer preferences and trends. The beauty industry
constantly evolves, and consumer preferences and trends can shift quickly.
Sugar Cosmetics must stay attuned to these changes and adapt its products
and business model accordingly to remain competitive.

43
 CHAPTER-4

RESEARCH METHODOLOGY
&
RESEARCH OBJECTIVE

44
 RESEARCH METHOLOGY

Methodology is the study of research methods, and it is the specific procedure or

technique used to identify, select, process and analyze information about a topic.
Research methodology is a way of explaining how a researcher intends to carry out their
research. It's a logical, systematic plan to resolve a research problem. A methodology
details a researcher's approach to the research to ensure reliable, valid results that
address their aims and objectives. It encompasses what data they're going to collect and
where from, as well as how it's being collected and analyzed.

RESEARCH is a careful investigation or inquiry especially through search for new facts in
any branch of knowledge‟.

METHODOLOGY OF STUDY:

The project is a systematic presentation consisting of the enunciated, formulated

hypothesis, collected facts of data, analyzed facts and proposed conclusions in form of
recommendations.
The data has been collected from both the sources primary and secondary sources.
This study is descriptive and analytical in nature. This research identifies the factors
affecting and consumer behavior towards cosmetic products.
The population for the study comprises women cosmetic consumers in the state of
Lucknow. The primary data were collected from 100 sample respondents by using
structured interview schedule. Forth purpose of selection of respondents, Purposive
sampling technique was used.

DATA COLLECTION:

Primary Data: Primary data is the data that is collected for the first time through
personal experiences or evidence, particularly for research. It is also described as raw
data or first-hand information

Secondary Data: Data was collected from web sites, going through the records of the
organization, etc. It is the data which has been collected by individual or someone else
for the purpose of other than those of our particular research study. Or in other words
we can say that secondary data is the data used previously for the analysis and the
results are undertaken for the next process.

45
The study is based on primary data & secondary data has been collected by using a
questionnaire and the secondary data has been collected from books, journals,
magazines and the internet etc. I chose this method of research because it is most
suitable for me to describe my throughs, learning, research, and overview of my project.

RESEARCH DESIGN:

A research design is the arrangement of the condition for collection and analysis of data
in a manner that aims to combine relevance to the research purpose with economy in
procedure.
A research design is the specification of methods and procedure for acquiring the
information needed to structure or to solve problems. It is the overall operation pattern
or framework of the project that stipulates what information is to be collected from
which source and be what procedures.

1 What is study about?

2 What is study being made?
3 Where will the study be carried out?
4 What type of data is required?
5 Where can the required data be found?
6 Technique of data collection.
7 How will data be analyzed?

STRUCTURE OF QUESTIONNAIRE:

The questionnaire has been framed and circulated to collect primary data. The
questionnaire contains Direct questions Close end questions Dichotomous questions
Multiple choice questions

SAMPLE SIZE:

Nearly 100 respondents from Lucknow were selected for the study.

SAMPLING TECHNIQUE:

The convenience survey method has been followed for collecting responses from
the respondents.

46
 RESEARCH OBJECTIVE

The Objective of this research paper is to study “consumer buying behavior towards
cosmetic products”. This research is conducted in Lucknow and a survey method was used
to collect the data from 100 respondents.
Personal care sector is an integral part of the nation's economy with its huge potential.
The personal care industry is one of the largest consumer sectors in the country. The
purchasing power and disposable incomes of the Indian consumer have considerably
increased, and it has created a niche for leading organizations in this segment in the last
decade, resulting in phenomenal growth in this sector.
Among the total study population, 42% were encouraged mostly by television
advertisements and 28% from social media for buying skincare products and the rest 30%
were attracted by either newspaper and magazine or any beauty applications. Studied
consumer buying behavior toward cosmetic products and found that most of the
respondents (50%) were encouraged by television advertisements for buying skincare
products. Similarly, 36% of the respondents revealed the impact of television on selection
of cosmetic brands.

The objective of the research majorly revolves around

➢ To study the demographic profile of the Women Consumers and their preference for
sugar’s cosmetics.

➢ To study factors affecting buyers’ decision for purchasing sugar cosmetic products.

➢ To study the attitudes towards the usage of cosmetics products.

➢ To study purchase pattern of consumer for sugar cosmetic products.

SCOPE OF THE STUDY:

➢ The present study focuses on the behavior of cosmetic consumers, which includes the
factors influencing the cosmetic buyers, the attitude of the users of cosmetic products
and reason for using cosmetic products.

47
➢ The study also focuses on the behavior of women who purchase cosmetics and use
them in the geographical area of Lucknow, without discrimination of age, income,
education, occupation and place of residence.

➢ The study analyses the purchase patterns and spending styles of people belonging to
different segments of Cosmetic consumers.

STATEMENT OF THE PROBLEM:

Consumer behavior refers to the behavior that consumers display in searching for
purchasing, using, evaluating and disposing of products and services that they expect to
satisfy their needs. The study of consumer behavior is the study of how individuals make
decisions to spend their available resources like time, money and effort on consumption
related items.
It is the fundamental ingredient in the modern marketing methodology. The behavioral
aspect of a human being is linked with many factors like personal thinking, social
expectations, constraints, motivations and so on. Since the parameters are very wide, the
buying behavior keeps on changing.

RATIONALE OF THE STUDY:

➢ The primary objective of the study is to identify the factors that affect the consumer’s
behavior towards cosmetic products so that it could help the Industry to maintain their
place in the market and can meet the required demands of the consumer regarding a
particular product. In this way, they could retain their existing customers and can even
increase their customers.
➢ This study identifies not only the factors that affect the consumers behavior for the
purchase of cosmetics but also provides an answer to the question that who are the user
of such products by taking into account the demographic variables like age, gender,
income and occupation and also examines the influence of various factors on the
consumer while purchasing cosmetic products.

48
 HYPOTHESIS

A hypothesis in a scientific context, is a testable statement about the relationship

between two or more variables or a proposed explanation for some observed
phenomenon. It states predictions about what your research will find. It is a tentative
answer to your research question that has not yet been tested. For some research
projects, you might have to write several hypotheses that address different aspects of
your research question.

H1- Quality and Buying decision have significant relationship.

H2- Offers and Buying decision have significant relationship.

H3- Promotion campaign and Buying decision have significant relationship.

49
 CHAPTER-5
DATA ANALYSIS &INTERPRETATION

50
 DATA ANALYSIS & INTERPRETATION

There is a direct relation between the satisfaction of buyers and their desire to buy
the same goods. After every purchase or use of a product, consumers experience
either a sense of satisfaction or dissatisfaction. The consumers are said to be satisfied
if and when the perception of consumers about the characteristics of products meet
their expectation. If the perception of a consumer does not meet their expectation,
the consumers feel dissatisfied. In this context an assessment of the satisfaction of
the female consumers about the lip care, eye care, nail care and skin care products
of different manufacturers of cosmetic products seems relevant. The variables which
are used to measure satisfaction is listed in table below Elements of satisfaction

Sr.no Elements of satisfaction

1 Quality
2 Design
3 Ingredients
4 Value for money
5 Safety of the product

The beauty and skincare segment took a hard hit during 2020 due to COVID 19
disruptions as buying preferences swayed toward essential products and
conventional supply chains for the segment went through an upheaval. D2C focused
brands felt the heat of the countrywide lockdowns which took some steam out of
their growth numbers during the first half of last fiscal. Sugar Cosmetics has bucked
the trend as it managed 22% growth in its operating revenue during the last fiscal
year.

51
 SUGAR REVENUE BREAKDOWN

Sugar procures cosmetics products from manufacturers in India and abroad, and the
cost of stock in trade (including testers and consumables) is the largest cost center
for the company, accounting for 28.6% of its annual expenses. This cost remained
relatively flat due to a slowdown in demand and procurement roadblocks, amounting
to Rs 42.6 crore during FY21 (including imports of Rs 25.9 crore). Freight and
packaging expenses grew in line with order volume, increasing by nearly 24% to Rs
8.8 crore in FY21 from Rs 7.1 crore during FY20. Importantly, Sugar managed to
localize all of its packaging procurement to India in FY21 as opposed to FY20 during
which it imported packaging worth Rs 53.5 Lakhs.

52
 SUGAR EXPENSES BREAKDOWN

Further, Sugar Cosmetics pays commission on sales to retailers and online

marketplaces and these payments ballooned by 129% YoY to Rs 3.5 crore during FY21
as buyers preferred these established sellers including Amazon and Nykaa.
The growth stage startup also increased its employee base during the last fiscal with
employee benefit payments accounting for nearly 13% of its annual costs. These
payments grew by 51.2% from Rs 12.7 crore to Rs 19.2 crore (including ESOP related
costs of Rs 4.61 Lakhs). Sugar Cosmetics also employs outsourced support and labour
for its supply chain operations and spent Rs 22 crore for the same while information
technology costs amounted to Rs 1.6 crore during FY21.
Rent and utility payments of Rs 4.3 crore pushed annual expenditure to around Rs
149 crore in FY21, which grew by 18.2% from Rs 126 crore spent in total during FY20.
Sugar Cosmetics spent Rs 1.18 to earn a single rupee of operating revenue during
FY21. While there was a slowdown in growth due to extraneous factors, the company
has managed to improve EBITDA margins by 240 BPS to -11.98%.
Improved margins coupled with 22% growth in scale, helped the company to curtail
its annual losses by 25.3% to Rs 21.1 crore as opposed to Rs 28.23 crore lost in FY20.

53
 SUGAR COSMETICS FY20 - FY21

Going by the CEO‟s claims, Sugar Cosmetics is likely to grow its top line by over 2X to
cross Rs 300 crore in revenue in the ongoing fiscal (FY22). Sugar Cosmetics‟ relative
strength in tier I and II cities with products „tropicalized‟ for local conditions in both
price and feature terms has held it in good stead so far. However, just as digital media
has enabled its growth, it will also throw up its biggest growth challenges, especially
on the branding side, where „platforms‟ like Nykaa seek to dominate, even as specific
brands carve out their own niches. It will continue to be challenged by marketing
costs for some time to come, and if does hit the Rs 300 crore milestone in 2022,
expect it to rework its strategy in a big way to keep the momentum going. Be it in
terms of new products, channels, or approaches to sell.

FY21 FY20
EBITDA MARGIN -11.98% 14.38%
EXPENSE OF OP REVENUE Rs. 1.18 Rs. 1.21
ROCE -15.29% -31.78%
INVENTORY TURNOVER RATIO 1.51 Times 2.05 Times

54
 The analysis of the demographic variables which were collected
through the medium of questionnaire has been done as per the
objectives in the following manner.

1. Gender of the respondents: -

No. of respondents

Male
30%

Female
70%

Male Female

Interpretation
It is depicted in the above figure that 70% of the total respondents who are the users of
cosmetic products are females while males who are the users of the same contributes only
30% of the total respondent rate.

55
2. Age of the respondents: -

No. of respondents
56- above
10%

46-55
14% 15-25
38%

36-45
19%

26-35
19%

15-25 26-35 36-45 46-55 56- above

Interpretation
It can be interpreted that out of the total respondents nearly, 38% of the respondents who
buy cosmetic products lie in the age group of 15-25 years. Thus, it can be said that those
who majorly demand and buy the cosmetic products are the youngsters.

56
3. Monthly family income of the respondents: -

No. of respondents
100000- above
1%
75000-100000
25000-50000
26%
31%

50000-750000
42%

25000-50000 50000-750000 75000-100000 100000- above

Interpretation
It is represented in the above diagram that the people who have income between 25,000-
50,000 and those who lie in the income level of above 50,000-75,000 are the ones who
demand and use the cosmetic products comparatively greater than the other income
level. It implies that the products which are available to the consumers are not too
expensive, it all depends on the choice, preference and habit of an individual when it
comes to cosmetic products

57
4. Are you able to find products on the market suitable for your skin
type?

No. of respondents
Yes
19%

No
81%

Yes No

Interpretation
It is represented in the above diagram that people who find that the products in the
markets suitable for their skin are 75% and those who think that products available in the
market is not suitable for their skin are 25%.

58
5. Do you like smell in your cosmetics products?

No. of respndents

No
20%

Yes
80%

Yes No

Interpretation
It is represented in the above diagram that who like the smell of the products are 80% and
that of who does not like the smell of the products are 20%.

59
 6. How regular do you use cosmetic products?

No. of respondents

Twice daily
55%

Once daily
45%

Once daily Twice daily

Interpretation
It is represented in the above diagram that mostly 55% of the people are using cosmetic
products twice in a day and 45% are those who use once daily.

60
7. Occupation of the respondents: -

No. of respndents
5%
15%

50%
12%

18%

Students Businessmen Corporation executive Govt. employee Others

Interpretation
It is represented in the above diagram that majority of the cosmetic users are the students
at 50% of the respondents came out to be students. But this result is majorly because the
questionnaire was mostly circulated among the students, and it cannot be ascertained
from the diagram that students are the major users of such product though they form a
large percentage of the cosmetic users.

61
8. What is your skin type?
No. of respondents

8%
20%
20%

12%
40%

dry skin oily skin combination skin sensitive skin normal skin

Interpretation
It is represented in the above diagram that 40% of the respondents are having oily skin
and 20% of the respondents are having both dry skin and sensitive skin and 12% are
having combination skin and 8% are having normal skin.

62
9. Number of respondents who buy products on discount?

No. of respondents

25%

75%

on discount no discount

Interpretation
It is represented in the above diagram that higher percentage i.e.,75% are those who buy
products on discount and 25% are those who buy products without discount.

63
10. Number of respondents who buy product after seeing
advertisements?

No. of respondents

40%

60%

yes no

Interpretation
It is represented in the above diagram that customer buy a product in large quantity i.e.60%
after seeing the advertisements and 40% are those who buy without seeing the advertisement.

64
 LITERATURE REVIEW

Beauty Products – Reviews & Recommendations

1) By Mehak Sehgal.
In my experience, sugar is one of the best brands available in India for their quality of
cosmetics is on par with some very good international brands (like Color pop). If I had
to recommend their best product and must-try products, they would be Matte as hell
crayon (in the shades holly go lightly and scarlet o hara). Their Stroke of Genius Heavy
Duty. The eyeshadow quads and full-size pallets: these are soft on the lids, buttery, and
very pigmented.

2) By Sonali Khan.
Most affordable makeup brand. You can just close your eyes and pick up their products.
Trust me on this when I say that their products have superb quality, and their prices are
more than reasonable. Plus, they always have some offers going on at their website so
you can always save some money. I love their liquid lipsticks; it is the best quality
(smudge me not lipsticks) if you love matte smudge proof lipsticks. Plus, they have a
wide range of products in terms of eye, face and lip makeup. You could also try their
foundation sticks. The longevity of their products is very good, plus the makeup will not
look cakey. They always deliver the products on time.

65
 FINDINGS

The major findings related to the elements of satisfaction of consumers towards

cosmetic products are

1. Regarding the Lip care, Eye care and Nail care products, the respondents are highly
satisfied with the quality of the cosmetic products of the brand Sugar. But the situation
is different in the case of skin care products, where the respondents are satisfied with
the products of the brand Himalaya. It is found that there is a significant relation
between the quality of the product and the satisfaction of the respondents of cosmetic
products of different brands.

2. Regarding the design, the consumers are highly satisfied with the brand Sugar
followed by the unbranded cosmetic products, Revlon, Loreal and Himalaya. There is a
significant relation between the design of the product and the satisfaction of the
respondents of cosmetic products of different brands.

3. As far as the ingredients of the product is concerned, the consumers are satisfied with
regard to lip care, eye care, nail care, skin care of the product of Sugar. But in case of
the skin care products the users of cosmetics are highly satisfied with the herbal
products of Himalaya. It is found that there is a significant relation between the
ingredients of the product and the satisfaction of the respondent towards the
cosmetic products of different brands.

4. With regard to Lip care, Eye care and Nail care products, the respondents are highly
satisfied with the value for money of the product of the brand Sugar. But in the case
of skin care products, the female cosmetic users are satisfied with the products of the
brand Himalaya. Result of Kruskal Wallis test indicated that There is significant relation
between the value for money and the satisfaction for the cosmetic products of the
brand Sugar, Revlon, Loreal, Himalaya and the unbranded.

66
 LIMITATIONS OF THE STUDY

During the course of study, the following major limitation were observed,

1) Time is the major limitation, which has affected the inferences drawn in the study.

2) Some of the respondents were reluctant to share the information with the researcher.

3) As only one city was surveyed, it does not represent the overall view of the Indian
market.
4)Time is the major limitation, which has affected the inferences drawn in the study.

5) The study is limited to 100 responses of Cosmetic consumers in Lucknow.

6)The study has been conducted based on the responses of the selected respondents of
Lucknow.

67
 CONCLUSION

Cosmetic Industry forms a major portion of the entire market in the world. Indian
cosmetic industry includes all kinds of make -up products, soaps, toothpaste etc. and
since 1990s after liberalization; this industry has gained the momentum, touching the
mountains and the clouds. The growth is expected to grow at 20% per annum and this
growth is majorly expected from increased demand of the herbal or the organic
products (with the introduction of Patanjali Products). Many new companies are
building their new role and finding a new place in this industry and the old ones are
trying to increase their respective shares in the market.
In India, the overall demand for the cosmetic products tends to increase but the reasons
for rapid increase in its demand may vary. Some may demand due to the skin problems;
some may demand due to the hygienic maintenance (they want to keep their skin free
from serious affects like pollution of India) while some may demand out of the fashion
design and so on.
So, this study has been carried out in order to find and illustrate the different factors
that would lead to the demand of the cosmetic products. For simplicity, the factors are
divided into 3 broad categories- Social, Cultural and Psychological.
More consumers are entering into the industry of cosmetic products as seen by the
findings of the research study because of the benefits it offers to the costumer such as
glowing and fresh skin, no marks and anti- marks, image of stylish and confident,
treated as updated with the fashion and its following design, healthy skin and so on. In
other words, the main motivating and the influential factors (in terms of average) seen
during the entire research is the information followed by influences and past
experiences in affecting consumer behavior towards purchasing the cosmetic products.
As a result of these motivating factors, consumers are buying the different types of
cosmetic goods.
In order to have the more scope of this industry, it is necessary to increase the
awareness among the people regarding the use of cosmetic products and the benefits
provided by them and, if required, to change the mind-set of the people. A huge buyers
and sellers across demographics are buying these products due to the changing
lifestyles that emerge due to the generation gap and the change in the shopping habits.

68
 BIBLIOGRAPHY

WEBSITES

 https://startuptalky.com/sugar-cosmetics-success-story/
 https://sugermint.com/sugar-cosmetics-success-story/
 https://go.lbb.in/ItEdZnHWuxb
 https://entrackr.com/2022/03/sugar-cosmetics-revenue-crosses-rs-126-cr-in-fy21-
controls-losses/

NEWSPAPERS

 The Times of India Business

 Times Lokmat
 The Indian Express
 The Navhindu Times

69
APPENDIX

70
 QUESTIONNAIRE

1) What is your age group?

o 18 to 25
o 26 to 35
o 36 to 50
o 50 to above

2) What is your gender?

o Male
o Female

3) Are you able to find products on the market suitable for your skin type?
o Yes
o No

4) Occupations of the respondents?

o Student
o Employee
o Corporation Executive
o Businessman
o Others

5) Do you like smell in your cosmetics products?

o Yes
o No

6) How regular do you use cosmetic products?

o Twice daily
o Once daily

71
7) What is your skin type?
o Dry skin
o Oily skin
o Combination skin
o Sensitive skin
o Normal skin

8) Monthly income of the respondents?

o 25,000-50,000
o 50,000-75,000
o 75,000-1,00,000
o 1,00,000 and above

9) Do you have a particular place where you buy your skin care products?
o Stores
o Online
o Supermarkets
o Markets

10) Is packaging important to you and why?

72