ANVESHAK-International Journal of Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

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
     

   Subscribe/Renew Journal


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.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Arminda, P. and Sofia, O. (2017). Influence Marketing in the Fashion and Beauty Industry. Estudos em Comunicação, 2017, pp. 119-136. 10.20287/ec.n25.v1.a07.

  • Alves, H., Fernandes, C. and Raposo, M. (2016). "Social media marketing: a literature review and implications". Phychology and Marketing, 2016, Vol. 33, No.12, pp. 1029-1038.

  • Suresh, V., Chitra, M., Maran, K. (2016). "A study on factors determining social media on cosmetic product". J. Pharm. Sci. and Res. Vol. 8, No. 1, pp. 1-5.

  • Al-Sadani, Abdulwahab. (2015). "How effective is social media as the main marketing tool for small and medium-sized enterpises"?

  • Banerjee, B. (2017). "Social Media as a tool of marketing communications in FMCG sector in India".

  • Beauty Trends 2019. (n.d.). Harpers Bazaar. Available from: https://www.harpersbazaar.com/uk/beauty/skincare/a25568595/beautytrends2019/

  • Forbes, K. (2016). "Examining the beauty industry’s use of social influencers". Elon Journal of Undergraduate Research in Communications, 2016, Vol. 7, No. 2, pp. 78-87.

  • Fotis, J. N. (2015). "The use of social media and its impacts on consumer behaviour in context of holiday travel".

  • Global Cosmetics products market industry. (n.d.). Mordor Intelligence. Available from: https://www.mordorintelligence.com/ industry-reports/global-cosmetics-products-market-industry

  • Indian cosmetics industry to touch 35 billion by 2035 survey. (2017, October 30). Economic Times. Available from: https://economictimes.indiatimes.com/industry/cons-products/fashion-/-cosmetics-/jewellery/indian-cosmetics-industry-to-touch-35-billion-by-2035survey/articleshow/61338171.cms?from=mdr

  • Indian Industries 2018 cosmetic-2018. (n.d.). Indian Mirror: Available from: https://www.indianmirror.com/indian-industries/2018/cosm etic-2018.html

  • Jokinen, T. (2016). "Branding in social media and the impact of social media on brand image".

  • Kandaswamy, S. (2019). "A study on the satisfaction of social media advertisements on young customers buying behaviours". Business Studies Journal.

  • Manimekalai, K. (2019). "A study on consumer buying behavior of Lakme Products". Journal of Applied Science and Computations.

  • Nagananthi, D. T., and Mahalakshmi, M. (2016)."Consumers’ Brand Preference and Buying Behaviour of Cosmetic Products at Coimbatore City". Intercontinental Journal of Marketing Research Review, 2016, Vol. 4, No. 1.

  • Kumar A. et. 2018. "An Analytical Study of Impact of Marketing Communication on Indian Women for Cosmetic Products". IJRAR, Oct-Dec 2018, Vol. 5, No 4.

  • Patel, N. (n.d.). What is social media marketing. Neil Patel. Available from: https://neilpatel.com/what-is-social-media-marketing/

  • Poranki, K. R. (2016). "The intricacies of consumer perception and behaviour of consumers of cosmetics in India". Research Journal of Social Science and Management.

  • Nangananathi T., and Mahalakshmi M. 2016. "A study on Consumer Buying Behavior towards Cosmetic Products". IJETSR, Vol (4) no. 12, pp. 1244-1249.

  • Samosa, S. (2014, June 6). Social media strategy review: Lakme. Social Samosa. Available from: https://www.socialsamosa.com/2014/06/social-media-strategy-review-lakme/

  • Samosa, S. (2014, May 28). Social media strategy review: Maybelline India. Social Samosa. Available from: http://www.socialsamosa.com/2014/05/social-media-strategy-review-maybelline-india/

  • Sajid, S. I. 2016. "Social Media and Its Role in Marketing". Bus Eco J. 2016, Vol. 7, pp. 203. doi:10.4172/2151-6219.1000203


Abstract Views: 1006

PDF Views: 1




  • Social Media Marketing and Cosmetic Industry

Abstract Views: 1006  |  PDF Views: 1

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