Concern for mother earth is gaining momentum, there is escalating awareness amongst consumers all over the world concerning protection of environment. There is a need to create interest amongst people to handover a clean earth to their progeny. Various studies by environmentalists indicate that people are gradually becoming less hostile towards the environment. Majority of consumers in western world, both individual and industrial are becoming more and more concerned about eco - friendly products. Most of them believe that the use of eco - friendly products is the need of hour. This era of recyclable, non-toxic and eco-friendly goods has led to the emergence of green marketing with prime focus on marketing sustainable and sociallyresponsible products and services in the society. This has come as a panacea for marketers to differentiate their products from others, satisfy the needs of consumers and earn better profits. Many business organizations have started implementing green marketing in India.
In this paper an endeavor has been made to study the potential of green marketing in the women cosmetics. The need of green marketing, analysis of the awareness of masses in India and the challenges and opportunities in implementing green marketing in the women cosmetics is the main focus of the paper.