ANVESHAK-International Journal of Management

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Social Media Marketing and Cosmetic Industry


Affiliations
1 PGDM, Marketing, Aditya Institute of Management and Research, Mumbai, Maharashtra, India
2 Assistant Professor, Aditya Institute of Management and Research, Mumbai, Maharashtra, India
     

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As the cosmetic market swells - online beauty care products is evaluated to grow multiple times in the following couple of years from Rs 1,000 crore currently, as per Red Seer Consulting. Make-up brands, not with standing names, for example, Lakme, L’Oréal and Maybelline, are selecting to be obvious just on the web. Social Media presently adds to over half of underground market beauty care products deals. New research suggests that Facebook could be followed to 41.1% of encroachment cases and Instagram added to 9%. Out of the 50,000 presumed item encroachments for its beauty care products customers a year ago, eBay added to 30.4% of deceitful deals. This research is carried to understand the female consumers’ perception towards social media marketing of Lakme and Maybelline in Mumbai and also to understand their attitude and awareness of the brands. The research was descriptive study with sample size of 100. These respondents are students followed by working professionals. It was found out that major influencing factor was social media and Lakme was the most preferred brand. There is a further scope of research by carrying out deep research within different regions and with larger sample size.

Keywords

Social Media Marketing, Social Media, Cosmetics Market, Marketing Communications.
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  • Social Media Marketing and Cosmetic Industry

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Authors

Zeel Desai
PGDM, Marketing, Aditya Institute of Management and Research, Mumbai, Maharashtra, India
Sujata Salvi
Assistant Professor, Aditya Institute of Management and Research, Mumbai, Maharashtra, India

Abstract


As the cosmetic market swells - online beauty care products is evaluated to grow multiple times in the following couple of years from Rs 1,000 crore currently, as per Red Seer Consulting. Make-up brands, not with standing names, for example, Lakme, L’Oréal and Maybelline, are selecting to be obvious just on the web. Social Media presently adds to over half of underground market beauty care products deals. New research suggests that Facebook could be followed to 41.1% of encroachment cases and Instagram added to 9%. Out of the 50,000 presumed item encroachments for its beauty care products customers a year ago, eBay added to 30.4% of deceitful deals. This research is carried to understand the female consumers’ perception towards social media marketing of Lakme and Maybelline in Mumbai and also to understand their attitude and awareness of the brands. The research was descriptive study with sample size of 100. These respondents are students followed by working professionals. It was found out that major influencing factor was social media and Lakme was the most preferred brand. There is a further scope of research by carrying out deep research within different regions and with larger sample size.

Keywords


Social Media Marketing, Social Media, Cosmetics Market, Marketing Communications.

References





DOI: https://doi.org/10.15410/aijm%2F2020%2Fv9i1%2F149822