ConsumerbuyingbehaviorregardingCosmeticin Bikaner

Preface
Consumerbehaviouristhekeyfactoraffectingtoday'smarketingenvironment.Afterthelib
eraliationandtheglobalizationtherehasbeenaseachangeintheIndianmarketscenario.The
MNC'shaveenteredthefray,whichforcedtheIndiangiantstochangetheirstrategies.Thereis
acutthroatcompetitionandinordertosurviveandtohaveanedgeovercompetitors,marke
tershaverealizedthevalueofconsumers.Consumersorientationisthekeywordinpresenttim
es.
It was a
pleasuretoworkonthistopicandpresentthisstudyinformofresearchprojectreportthatisess
entialforeveryMBAstudent.Thepurposeofthisprojectistoprovidethestudentswiththepractica
lexposureofthemarketintoday'schangingscenario.Ithelpsinthedevelopmentofpracticalskill
sandanalyticalthinkingprocess.Itprovideswithbasicskillsrequiredtoperformthesurvey;ands
tatisticaltoolsrequiredanalyzingthedata.Alsoitmakesmoreawareabouttheperceptionsan
dtastesofconsumers.Thusithelpsinmoldingthestudentsaccordingtotherequirementsofmark
et.
Consumersbuyingpreferencestasteschoiceshavechangedandtheyhave
becomemoreconscious.Changeinconsumersperceptionhasledtoasituation
of
dissatisfactionamongconsumers.Therehasbeenalotofchangeintheruralconsumers.Theirliv
ingstandardhasgotupliftedandtheyarereadytospendmoretohavequalityproducts.
Thepresentstudyisbasedonthebehaviouroftheconsumersinurbanarea(Hisar)whilepur
chasingcosmetics.Itgivestheinformationabouttheattitude,perceptionandeffectofsocial,c
ultural,economic,demographicandpsychographicsfactorsonpurchaseoftheconsumers.


Cosmetics An Introduction ........................................................................................................... 1
Assorted cosmetics and tools...................................................................................................... 2
History ......................................................................................................................................... 2
History of Cosmetics Products Make-Up Inventions.............................................................. 11
Criticism and controversy.......................................................................................................... 23
Skin care products ..................................................................................................................... 27
General skin care routines ........................................................................................................ 29
Organic and natural ingredients ............................................................................................... 33
The Most Common Ingredients of Cosmetics product-wise .................................................... 34
Cosmetic industry ......................................................................................................................... 38
Legislation ................................................................................................................................. 40
Cosmetic careers ....................................................................................................................... 42
Cosmetics in India ..................................................................................................................... 43
Cosmetics: A booming sector in India ....................................................................................... 45
Asian Overview .......................................................................................................................... 46
Foreign Fairness ........................................................................................................................ 50
Top ten Brands in India ............................................................................................................. 51
Research Methodology ................................................................................................................. 56
Problem Formulation ................................................................................................................ 57
Objectives of the Study ............................................................................................................. 57
Research Methodology ............................................................................................................. 58
Nature of the project ................................................................................................................ 59
Sampling Plan ............................................................................................................................ 59
Execution of the Project ............................................................................................................ 59
Analysis of Data ............................................................................................................................. 62
Findings & Suggestions ................................................................................................................. 84
Findings ..................................................................................................................................... 85
Suggestions ................................................................................................................................ 86
References .................................................................................................................................... 87
Annexures ..................................................................................................................................... 92
Questionnaire ............................................................................................................................ 93
Timeline of Cosmetics ............................................................................................................... 97






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Chapter - 1
Cosmetics An
Introduction
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Cosmetics An Introduction
Assorted cosmetics and tools
Cosmetics (colloquially known as makeup or make-up) are care substances used to
enhance the appearance or odor of the human body. They are generally mixtures
of chemical compounds, some being derived from natural sources, many being
synthetic.
In the U.S., the Food and Drug Administration (FDA), which regulates
cosmetics, defines cosmetics as "intended to be applied to the human body for
cleansing, beautifying, promoting attractiveness, or altering the appearance without
affecting the body's structure or functions." This broad definition also includes any
material intended for use as a component of a cosmetic product. The FDA specifically
excludes soap from this category.
History
The word cosmetics derives from the Greek (kosmetik tekhn),
meaning "technique of dress and ornament".
Cosmetic products are today part of our regular culture and fashion, but that was not
always the case. The first human made cosmetics appeared in early modern
civilizations some 6 thousand years ago as the way to enhance the appearance and
odor of the human body, but the difficult manufacturing processes, harmful ingredients
and their connection to the high ruling classes created the aura of exclusivity around
them. For the long periods of time, cosmetic products were frowned upon in Western
history, and even actively forbidden to be used by many organizations. This dark
period of cosmetic use finally ended during the end of the 19th and early 20th century,
when great advancements in manufacturing, new entertainment industries and faster
changes enabled the rise of famous cosmetic brands and their widespread use.
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The first archeological evidence of cosmetics comes from the excavated tombs of
Ancient Egypt pharaohs, but historians are convinced that first natural made cosmetics
were used by our prehistoric ancestors much before rise of modern civilizations. 6
thousand year old relics from Egypt tell us that their royalty and high class enjoyed
several cosmetic products, such as face creams, perfumed oils, eyeliners, hair paints,
castor oil, lipsticks, and lip gloss. As the centuries and millennia went, Egypt chemist
found a way to simplify the manufacturing process of cosmetics, but that did not
manage to remove the aura of their exclusivity. One of the most important causes for
that were their badly formed recipes, which often included poisonous ingredients that
could cause serious illnesses. However, even with that, cosmetics remained important
part of the Egyptian culture and especially their burial rituals. Among all cosmetic
products, cedar oil was considered to be the most sacred one, because it was used in
the process of mummification. That process used 7 types of oils, which were also the
basis for the Egyptian ritual magic and medicinal remedies for various illnesses.
Even though Egyptian priest guarded their cosmetic recipes from the neighboring
primitive civilizations, Mediterranean trade of the 1st millennia BC soon brought
Egyptian cosmetic products to the shores of the newly formed Greek and Roman
civilizations. There, high fashion was important and many wealthy people wore wigs,
white face powder, and women used red lipsticks and red oils to make their palms
more younger. In Rome, woman was not considered beautiful if she did not use face
cosmetics. Lipsticks, skin creams made from beeswax, olive oils and rosewater,
powders, hair colors and many other beauty treatments were widely used in the period
of 100 BC and beyond. They even had special type of female slaves whose only task
was to help their masters to be more beautiful. Their names lives with us even today,
Cosmetae.
When Christianity rose, Christian woman started to celebrate their religion with jewelry
and cosmetics. Even the Old Testament mentioned two kings who painted their eyelids
sometimes around 840BC. However, with the fall of the Roman Empire, Europe entered
into dark ages where harsh living conditions, poverty, illnesses and constant wars
prevented the spreading of expensive and extravagant fashion trends. This meant that
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almost all traces of cosmetic product disappeared from the European culture, not only
because of its scarcity but also because Christian church actively prevented its
spreading. Isolation of Europe finally came to the end in the 12th and 13th century,
when warriors returning from the crusades brought with them exotic cosmetic items
from the Middle East where they never went out of fashion. This new influx of riches and
knowledge from the east soon kick-started European renaissance, which transformed
the Europe into advanced civilization. Fortune started moving from the wealthy down to
the middle classes, industry was rising, sciences and arts received much needed
funding, and trade routes started spreading new fashions much more quickly than
before.
Even with all the advances of Renaissance, cosmetics received little attention from
general population. Some used hair coloring, painted eggs on their faces to remove
wrinkles and used similar old age removal techniques, but widespread use of face and
hand cosmetics never took hold outside aristocracy. The only really popular period of
time when cosmetics was well received was during and shortly after the reign of English
Queen Elizabeth I (1558 - 1603). Her unique fashion style of stark white faces and
brightly colored lips captured the attention of royalty and aristocrats across England and
France, but that lasted only for a short time. Soon after that cosmetics (especially highly
visible facial and nail paints) became common among low class women, such as
prostitutes. Nothing changed much between late 17th century and mid-19th century.
Cosmetic products were uncommon among majority of European civilization, in some
cases receiving status of banned and absolutely inappropriate merchandise. The only
exceptions were medical cosmetic remedies that were used by everyone but the
poorest in 18th century.
The dawn of cosmetic use finally arrived in the second part of 19th century when
industrial revolution and great advances in chemistry (chemical fragrances) enabled
much easier and varied production of various cosmetic products. With much lower price
and chemical ingredients that were much less dangerous for health, cosmetics started
gaining serious foothold. Some of the most famous cosmetic products from that time
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were rogue red lipstick (it symbolized health and wealth), zinc facial powder (much safer
than previous lead and copper based powders) and eye shadow and eye sparklers.
The turning point in the western fashion came in 1920s when mass marketed cosmetic
products finally became financially viable. And where profit can be found, there is the
will to market and sell it. Photography, cult of film actors and big marketing campaigns
soon brought the fall of traditional Victorian fashion, enabling women of all ages to start
wearing cosmetic products in the public. Early decades of cosmetics popularity in the
west brought us many inventive products, such as Lip Gloss by Max Factor, synthetic
hair dye and sunscreen by L'Oral, suntan and red nail polish by Coco Chanel, and
others.
After the World War II and its period of heavy material rationing, cosmetic industry
experienced its second renaissance. Countless new fashion trends were adopted,
mostly being popularized by various movie actresses and musicians. Today, cosmetics
industry is a multi-billion dollar business that stretches across entire world, always
finding new ways and fashion trends that sustains and ensures its growth.
Cosmetic in Roman Empire
While history will forever remember that Egypt was first civilization that used cosmetic
products as important part of their lives, it was Roman empire who embraced it and
managed to build around it impressive array of fashion, religion and even laws. With
many advances made by Egyptians, Romans managed to import much of their products
and gain their secrets and recipes. In the height of the Roman Empire, women of all
statuses used cosmetics, and were not viewed as pretty if they did not use them. Such
extravagant way of life and the military might of Rome soon enabled rich noblewoman
to acquire extremely expensive and exotic cosmetic products from China, Germany and
Gaul. As such expensive products caused much controversy in high Roman society,
famous LexOppia law from 189 BC tried to limit their use and control the maximum
wealth of the women and their appearance in public. For example, they were forbidden
to own more than an ounce of gold, ride in an animal-drawn vehicle near cities (except
in religious ceremonies) and wear multicolored garments. However this law lasted only
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6 years, and was repelled after large amounts of wealth started being brought to the
Rome from the destroyed Carthage.
Cosmetic use in Roman Empire covered all areas of human body, both with beauty
products and perfumes. Women used products for skin, rogue, eyes, nails, teeths, wore
extravagant clothes and used elaborate setup of mirrors, containers and other items to
host all of their cosmetic needs. Of course, no matter what fashion product was used by
royalty and aristocracy, cheap knockoffs soon appeared and were used by majority of
Roman women, especially prostitutes who intentionally used excessive amounts of
cosmetics on them.
As the Egyptians and many other civilizations after them, Romans believed that fair and
white skin represents wealth and high position. Because of that, women usually
prepared their skin with beauty masks before starting to apply makeup. Even though
they knew that lead based whiteners can be dangerous for health, they continued using
them with belief that white skin is more important. They also had wide range of
fashionable remedies that fought against sunspots, skin flakes, blemishes, wrinkles and
freckles. Rogues viewed as a sign of attractiveness and good health, and eyes were
painted in many colors to produce effect of longer eyelashes. Also, eyebrows that met in
the middle were fashionable and were created with a little coloring. White teeth were of
course prized as a sign of beauty, and they even managed to create prosthesis with
false teeth made from ivory, paste and other ingredients. Breath fresheners were used
regularly.
One large difference between Egyptian and Roman fashion was in lipsticks. While
Egyptians used lipstick regularly, there is no historical or archeological evidence that
Romans ever did the same. On the other hand, coloring of the hand nails was done only
in the higher circles with colors that were imported from far away India.
Men did not use a lot of cosmetic products, except if they were openly feminine.
Usually, men wore perfumes that were socially acceptable and moderately removed
their hair (but not too much).
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Cosmetics Use in Ancient Egypt
Egypt, one of the earliest civilizations on the earth was not only remembered today as a
birthplace of the western civilized world and place from witch which many sciences and
arts spread across the Europe, but also as a home of one of the most commonly used
beauty items that are used today cosmetics. It was there that cosmetics were
embraced by almost everyone, enabling them not only to maintain better body
appearance and fashion, but also giving very important medical benefits to the
civilization that lived in very harsh desert conditions.
Over 3 thousand years of experience and practice with creating various cosmetic
products have enabled Egyptian royalty, aristocracy, and middle class to fully embrace
cosmetics and make it to be important part of their lives. Greek traders who visited
Egypt around 1000 BC mentioned that they were astounded with fashion shown in
public places - almost everyone wore cosmetic products of some kind, and not in small
quantities! But that was not the end, because even their statues of gods and public
buildings with human motif decorations wore cosmetic paints. There cosmetics were not
only celebrated as a fashion products, but as items that were gifted to them by the gods.
Religious priests who guarded the secret recipes for many ceremonial oils fought
constantly against enabling Egyptian traders to share their goods with the surrounding
civilizations.
The first archeological findings of Egyptian cosmetics is dated to 3100BC (ceremonial
palette that was used for grinding and mixing of cosmetic ingredients), but more regular
artifacts could be found after 1500BC. One of such great findings was located in the
tomb of the Pharaoh Thutmosis 3 (c1450BC) which featured not only buried consorts of
the ruler, but also their fashion items. Few of those surviving cosmetic jars even
managed to preserve cleansing oils that was used to remove elaborate mascaras,
lipsticks and eyeshades.
The most important tool in Egyptian fashion was brush. With it they applied almost
every cosmetic substance they had. The most common brush was made from the
salvadorapersica tree, which in addition to applying facial paints was also used as a
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toothbrush by many. Most commonly, Egyptians used black kohl as an eyeliner and
green malachite as an eye shadow. Mascara was also popular. These products were
made not only to make wearer more beautiful, but they also protected their skin and
eyes from diseases that could be caused by the harsh African desert wind (grind of tiny
particles and attacks by wind-blown organisms). Oils, pastes and hair colors also
contained heavy metals (such as copper and lead) which successfully fought bacterias
and infections. Finally, full body paints that were based on Chalk and white lead
pigment were used by nobles who wanted to showcase their pale skin as a sign of
aristocracy and position.
Cosmetics in the 1920s - The beginning of the fashion revolution
After the long period of time where cosmetic products were frowned upon by general
population, religions and fashion leaders in the west, beginning of the 20th century
brought the beginning of the fashion revolution that propelled cosmetics to the
popularity that it holds today. This change was propelled by the rapid advancements in
chemistry, automated industrial production, communications between countries and
continents, and the newly born rise of ballet, stage art, film and photography.
By the end of 19th century, fashion in the Europe and North America started slowly to
shift from traditional Victorian styles to the new era of cosmetics. French manufacturers
started producing first industrial made lipsticks, actors and stage dancers required
advanced products for their new performances in front of the early black and white
cameras. Their exploits finally started taking traction in early 1900s, sales of cosmetic
started to rise and attract more and more attention. Chemist, cosmetologist, industrial
magnates, and fashion designers quickly adopted this new thriving and profitable
industry, making incredible advances in the span of few years.
By 1920s, new generation of women that was raised in the environment of ever-
changing fashion decided that the time has come to abandon tradition Victorian style
and adopt something new. That new style that become worldwide phenomenon was
Flapper, unique fashion style that used cosmetic to achieve look of dark eyes, red
lips, red nail polish, blush, mascara and suntan. With new cosmetic advances and
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products coming to the market every day, women of 1920s embraced this new life and
started an era of nightlife, jazz music, sexuality, new age theater and art. In a sense,
Flapper look was a direct reaction to the subdued and feminine pre-war styles of
Victoria and Gibson Girl.
New products such as lipstick (which was popularized by Maurice Levy's portable
packaging in 1915), Suntan (Coco Chanel in 1920), mascara (Maybelline in 1917),
synthetic hair dyes (1907), eyebrow pencils and others all gave fashion designers new
ways to form new looks that were mostly popularized by famous actresses on stage and
film, as well as music stars.
1930s was an age of art deco, where women reverted to pale skin, face powders, black
eye makeup, thin lipstick coloring, and red nail colors. As World War II came, it
managed to change fashion dramatically. War rationing limited the production of many
cosmetic products, bringing a shift in fashion styles. During that decade natural look
with simple and subdued cosmetic use was most popular, enabling the women who
started working for the war industry to showcase their femininity even in the factory
settings. Popular movie actresses of that time (such as Ava Gardner, Ingrid Bergman
and Rita Hayworth) followed that trend, focusing their makeup almost exclusively to
lipsticks and eyelashes that were pained in alluring but not overdone styles.
Cosmetics in the 1970s
From the beginning of the 20th century popularization of cosmetic brought many
dramatic swings in the worldwide fashion. After early Flapper and Art Deco fashion of
the roaring 20s, to the more subdued visuals of the WW2 and post WW2 western
hemisphere, another movement came that drastically changed fashion hippie
movement. Created during 1960s by the American youths, this movement influenced
not only American culture, popular music, literature and arts, but it managed to do so
across entire world.
1970s started with hippie movement still being strong. Psychedelic fashion (influenced
by their lifestyle that was based on the concepts of freedom, alternative thought and
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unchained mind), focus on peasant look, and bright colored clothes could still be found
everywhere, but cosmetic use had more varied look. Majority of the female hippies
preferred feministic natural look of their faces during the day, with minimal makeup that
was specifically made to be as less intrusive as possible (natural or transparent colors).
Even working class women, intrigued by the works of famous fashion designers and
artists (such as Ralph Lauren, Calvin Klein, Francesco Scavullo, and Way Bandy),
adopted this natural style, decorating their faces win serious and polite forms without
any bright colors or contrasts.
On the other side of the Atlantic, European women adopted mire colorful and sensual
look that was viewed as total opposite of American natural look. Bright red lips, long
red nails, eyelid makeup, and pencil thin eye makeup were all based on the fashion of
Italy and France. During those years, magazine Vogue was the center of European
fashion.
With both Europe and America championing very distinct fashion styles, it was not
strange to see the formation of the third movement which tried to discard all the trends
of society and cause controversy and shock. These fashion movements were Punk and
glam. Punk was formed in the late 1970s by youth which did not want to become part of
established society. Punk fashion was based on aggressive make up, body alterations
(piercings of all kinds), tattooing, and dark (usually pure black) clothes. On the other
hand, glam was the fashion style of musicians who started promoting extremely
extravagant style, that used high contrast colors, glitter, extreme hair, platform-soled
boots, all stylized to the themes of sexuality, androgyny, science fiction, symbolism,
mysticism and mythology. The most popular musical artist who spearheaded all the
trends in this interesting fashion era were David Bowie, Sweet, Alice Cooper, Lou Reed,
New York Dolls and Gary Glitter.
Of the major cosmetics firms, the largest is L'Oral, which was founded by Eugene
Schueller in 1909 as the French Harmless Hair Colouring Company (now owned
by Liliane Bettencourt26% and Nestl 28%; the remaining 46% is traded publicly). The
market was developed in the USA during the 1910s by Elizabeth Arden, Helena
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Rubinstein, and Max Factor. These firms were joined by Revlon just before World War
II and Este Lauder just after.
Beauty products are now widely available from dedicated internet-only retailers, who
have more recently been joined online by established outlets, including the major
department stores and traditional bricks and mortar beauty retailers.
Although modern make-up has been traditionally used mainly by women, an increasing
number of males are gradually using cosmetics usually associated to women to
enhance or cover their own facial features. Concealer is commonly used by cosmetic-
conscious men. Cosmetics brands release cosmetic products especially tailored for
men, and men are increasingly using such products.
History of Cosmetics Products Make-Up Inventions
Majority of makeup products were not always with us through the last few thousand
years of our history. However, from the moment they came, worldwide fashion and the
way we are able to express ourselves changed forever.
A look into the origin and past of various cosmetic products that are assumed to be
most frequently used is presented here. Apart from the exception of mascara and kaajal
all the products that were assumed to be most consumed and used according to initial
discussions with experts and users are actually the most used products. Kaajal and
mascara were expected to be used a lot but the research findings indicate otherwise.
History of Lipstick
Among all cosmetic products that were created in since the dawn of time, lipstick went
through greatest troubles to get to its current state. Today, lipsticks and lip glosses of all
colors and types are used regularly across the entire world, but that was not always the
case. Because of its powerful impact on our appearance and its ability to seduce,
lipsticks received much attention from fashion creators and forces that tried to limit its
use. And when we say limit, we really mean that.
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Through the majority of the European dark and middle ages, lipsticks and any kind of
cosmetics which drastically change our way of look was viewed as unhealthy by general
medical community (apparently, it prevented natural circulation of blood to the face)and
un-religious by Christian church. Same cannot be said for Asian civilizations and Middle
East, where all the major lipstick advances happened during the time when Europe was
in the 1000 year long recession and stagnation. There, chemist worked tirelessly on
finding out new recipes for various cosmetic products that changed the shape and look
of entire civilizations. Effects of their work can be found in the China, Japan and many
other Asian countries, where lipsticks and other cosmetic products are heavily in use
even today (stark white Geishas with red or black painted lips for example).
But before we see how lipstick managed to become so popular, lets investigate where
did it first came from. Even though we have some proofs that various ancient
civilizations used artificial means of improving their body look up to even 12 thousand
years ago, manmade lipsticks that are not created directly from natural sources (fruit or
plant juices) was created 5 thousand years ago in Mesopotamia (current day Iraq).
There, women grinded precious and semi-precious gems into dust that was carefully
applied to their lips and eyelids.
The biggest evolution of lipstick manufacture happened in Ancient Egypt, where entire
population embraced cosmetic not only as a means to make them more beautiful, but
also as a means to protect themselves from harsh sun and desert wind. Their lipsticks
became part of natural daily attire, except for the poorest classes who did not have the
funds to procure even cheapest cosmetics. In the beginning lipstick was created with a
combination of the dye extracted from the seaweed, iodine and bromine mannite.
Because this combination of ingredients was very poisonous, they eventually found the
way to extract carmine color from beetles and ants. Famous Cleopatra ( 51 30 BC)
was often sighted with lips colored in red.
In the following 1500 years after Cleopatra, cosmetic products and especially lipsticks
were almost nonexistent in Europe. Bad economy, wars, lack of science and fashion
advancements, and isolation from Asia and Africa enabled the return of the lipstick only
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after the start of Renaissance. The true popularization of the lipstick however finally
arrived only in late 19th and early 20th century when industrial revolution and the rise of
film and photography brought the decline of the Victorian fashion. Ever since 1920s,
lipstick and other types of cosmetics managed to spread across entire world, becoming
the basis of the modern fashion.
History of Mascara
Eyes are the window to the soul, and ever since the dawn of modern human civilization,
people wanted the way to make their eyes and eyelashes more beautiful. Early
examples of those attempts can be found in the archeological digs at several ancient
civilizations (such as Mesopotamia and Assyria, where dust of grinded precious stones
was used to decorate women lips and eyes), but the true revolution of mascara (eye
related cosmetic) products came from Ancient Egypt.
There, harsh desert environment forced the population (and especially wealthy
aristocracy) to find some solution to protect their face and body from unforgiving outside
elements. After centuries and millennia, Egypt society slowly built fashion that has very
closely integrated not only with their medicine, but also with their religion. They viewed
fashion as a way to honor their beliefs, and majority of population used it on regular
basis. Eyelash and eyelid products that appeared there around 6 years ago speak of
the substance called kohl (one of the most widely used cosmetic products in both
ancient and modern Middle East, then made from charcoal or soot, honey ,water and
strangely enough, from crocodile stool). They used it to darken eyes, eyelashes, and
eyebrows, protect their eyes from harmful dust and microorganisms that were blown by
the wind, and off course, this substance and accompanying applying ritual was a part of
their religion (most often it represented preservation of wearer soul against harmful evil
spirits).
With the Egyptian influence and advancements in the field of chemistry and cosmetic
production, it was not strange to see that their products managed to spread beyond
their borders and find home in Greece and Rome. There, they were welcomed as an
integral part of their fashion and religious ceremonies. Sadly, after the fall of Rome,
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Europe fell into dark ages, a time when cosmetics were viewed as vanity items of rich
and powerful. This changed during the reign of English Queen Victoria (1837 1901,
fashion style continued to live until 1912) where cosmetic products and elaborate
clothing became the integral part of woman life of mid and high social classes.
Elaborate beauty regiments, complex fashion styles, and public promotion of cosmetic
forced women to spent several hours a day applying makeup on their faces. Mascara
represented very important part of every woman cosmetic collection, and illusion of dark
and long eyelashes became their obsession.
Ironically, mascara packaging that we know today was released to the public only after
era of Victorian fashion was at its very end. It was in 1913 when French chemist and
perfumer Eugne Rimmel devised first industrial made non-toxic mascara. This product
was not perfect, it was messy and inconsistent, but it managed to become insanely
popular across the Europe, where several countries still call mascara products as
rimmel. Worldwide acceptance of mascara came from the mind of T. L. Williams who
devised very similar packaging and formula as Rimmel, but he managed to market it
better and eventually form his company Maybelline which is even today famous for
their mascara.
Modern mascara gained popularity only after relentless promotion and marketing by
Helena Rubinstein (1870 - 1965), one of the richest women of 20th century. Her
influence, and constant promotions by various movie actresses of 1930s ,40s and 50s
made mascara socially acceptable in any situation, and important part of almost every
fashion style.
History of Eye Liner
Eyes are the part of our face that is very susceptible to cosmetic changes. Even the
smallest change or color or shape can dramatically enhance our appearance and boost
our confidence. For this purpose, both ancient and modern chemists and
cosmetologists alike tried to find what is the easiest way to achieve this. As with many
other cosmetic products, the earlier examples of eye liners can be found in ancient
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Mesopotamia and Egypt, from where this fashion style expanded to all four corners of
the world, managing to become important part of the modern girl cosmetic collection.
Over 12 thousand years ago, in early 10.000 BC eyeliner first appeared in Ancient
Egypt and Mesopotamia. There, both males and females of high status used eyeliner to
better define their eyes and protect them from wrinkles that can be formed after
constant exposure to desert wind, sun and heat. Even though eyeliners were only one
of many cosmetic products that were used by them, they never went out of fashion and
they continued to be used by both aristocracy and lower classes all until the fall of Egypt
at the hands of Roman Empire in early 1st millennia AD. As every other cosmetic
product there, eyeliners represented not only fashion accessory but a connation to their
religion and gods. As millennias went and architecture changed with them, eyeliner
fashion remained constant, proving that Egyptian people celebrated their religion with
devotion that lasted for millennias.
Sadly, after the fall of Egypt eyeliners fell out of the fashion in Europe, having little or
moderate use during the reign of Greek and Roman empires. In Asia, eyeliners
remained in use, but they did not managed to influence European fashion after it came
out from Dark ages into Renaissance and modern age.
The moment that kick-started the era of eyeliners came in 1920s, during the time when
many women have already abandoned the fashion of Victorian era and embraced new
fashion that was fueled by ballet, stage actors, Hollywood, musicians and photography.
After international cosmetic companies slowly saw the amounts of many this industry
can create, there was no coming back. Marketing budgets soared, new inventions
appeared on monthly basis, and female population was ready and willing to try anything
that would make them look like their favorite Hollywood actress. The exact moment
when eyeliners came into popularity was 1922, after the stunning archeological
discovery of Englishmen Howard Carter and George Herbert. Deep under the great
pyramids of Giza they found the tomb of the ancient Egyptian pharaoh Tutankhamun,
with all of his riches and art items intact. Worldwide coverage of this event introduced
Ancient Egyptian eyeliner to the west, where it was instantly accepted.
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After the initial moderate eyeliner use between 1920s and 1960s, 1970s gave birth to
several new fashion types that used eyeliner in new ways. Punk and Gothic fashion
relied on dramatic eye effect, and eyeliner, eye shadow and mascara were some of
their most used cosmetic products. In the late 20th century, Emo subculture popularized
eyeliners even in male population.
Ever since the eyeliner appeared in the modern fashion, it became very popular among
female population who embraced it and never let it go.
History of Eye Shadow
Eye shadow is a cosmetic product that is applied on the eyelids and under eyebrows.
This is done to accentuate wearers (usually female) eyes, give them depth, dimension,
and make them more attractive and noticeable. Over the course of history, many
civilizations used eye shadow as an important part of their fashion and religion, creating
countless types of colors and eye shadow textures. Because eye shadow can quickly
and effectively totally change the appearance of ones face, stage and film actors used
this cosmetic product to form the look of their iconic roles.
First proof of eye shadow existence leads to 12 thousand years ago in Ancient Egypt,
where they used famous substance called kohl (made out from lead, oxidized copper,
ochre, ash, malachite, crushed antimony, burnt almonds and chrysocolla ore). They did
not use this substance just as a means to improve their appearance, but it also served a
purpose as a medicinal remedy that reduced infections and glare. It is also worth to
mention that eye shadow, as many other Egyptian cosmetic product was a part of a
religious ceremonies and daily religious life. Royalty (and eventually rest of the
population) used cosmetic products to enhance their looks and bring them more to the
appearance that emulated their gods. Another type of ancient eye liner can be found in
Mesopotamia, some 5 thousand years ago. There women grinded semi-precious stones
and used their sparkling dust to decorate their lips and eyes.
After eye shadow products came into Greece and Rome, they lost their religious
significance and were used only as tools for making someone more pretty. Luxurious
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and expensive eye shadows from distant kingdoms such as Babylon and India were not
available to entire population, and only upper-class women and men had the funds to
get hold of them. Romans also created their own versions of eye shadows, with recipes
that involved herbs, crushed minerals, dried flowers, animal sources, and crystallized
dyes from plants.
Modern day version of eye shadow was born in in early 20th century, during the fashion
revolution of 1920s. Then, chemist found the way to use mineral ingredients that
removed unwanted effects of previous eye shadow products (irritation and hard
removal). From that point on, eye shadow became important part of worldwide fashion,
sometimes being very popular and sometimes receding and enabling women to use
more natural look.
History of Nail Polish
Even though examples of nail polish can be found in many ancient civilizations, it was
the modern times when these cosmetic products reached its popularity. Empowered by
the incredible advances of the industrial revolution and new abilities of modern chemist,
nail polish emerged as one socially acceptable cosmetic product that was accepted by
female population in the western hemisphere. Nail care was always important part of
high fashion in modern times, but it was in late 17th century when first portraits with
shiny nails started appearing. From that point on, nail care and accompanying cosmetic
products started trickling down to the general population, becoming widely accepted
during the Victorian age.
However, before we return to Victorian England and the time when nail polish became
widespread in the western hemisphere, we must touch upon its origins in ancient
civilizations. According to the historians and archeologist, 5000 years ago nail polish
was created in China where it was used by ruling class to distinguish themselves from
the general population. Popular colors were of metallic nature and they symbolized
power and wealth, such as silver and gold. One difference between China and other
ancient civilizations that used nail polish was that this cosmetic product was not allowed
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to be used by general population. Several reports survived of public execution of
common people who were caught with colored nails still survived today.
From China, nail polish spread across India, Middle East and northern Africa, where it
was extensively used in Egypt. As with many other cosmetic products, nail polish
disappeared from the European fashion after the fall of Roman Empire. It was only after
the arrival of renaissance and the new trade connection with the Middle East and India
that European aristocracy gain access to the nail polish. As the centuries went, nail
polish and manicures became more and more commonplace, finally becoming
commonplace in France during late 18th century.
By the turn of 19th century nail polish and coloring became more common among
general population in France, England, Italy and United States, but it was in the early
20th century when nail polish became truly popular, with manicure establishments
appearing in France at great numbers (especially in 1920s and 30s).
Today, nail polish can be found in every possible combination of color and opacity.
Black nail polish which is today popular in the Goth, Punk, Emo and Heavy Metal
subcultures were not first introduced with them, but in 1930s during the post Art-Deco
era.
History of Deodorants
Even before cosmetic items became part of the ancient civilizations, humans always
sought the way to mask or remove body odor that accompanies perspiration or to mask
fragrances from other cosmetic substances that they have applied to their bodies.
Because scientist did not manage to successfully determine what is the cause of the
offensive body odor, for the majority of modern history people fought against offensive
smells with the use of perfumes. Even regular washing of the body did not managed to
save us for a long time, because mass use of soap became popular only in 18thand
19thcentury when advancements in chemistry enabled production of industrial soap.
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Body odor is the process of bacterial interaction with the sweat that is produced by our
sweat glands in our armpits, feet and other areas of our body. To fight this odor,
chemists have produced two types of deodorant.
Ordinary deodorants have ingredients that kill the bacteria that feed on our
sweat. Its important to note that these deodorants do not reduce the amount of
swat our body produces. They only fight against bacteria.
Antiperspirant has ability to interact with our body, preventing the creation of
sweat. This is done by pugging up the sweat glands with special salts that
gradually melt away after a certain period of time. Even though antiperspirants
cannot remove all the sweat perspiration, they can significantly lessen the feeling
of underarm wetness.
The early attempts to bask body odor such as soaps, colognes and perfumes finally
became obsolete in 1888 with the appearance of the first waxy antiperspirant called
Mum in 1888. This product from United States was effective, but was very hard to apply
and remove from body. The deodorant who was first to capture public attention was
Everdy, easily-applied aluminum-chloride based antiperspirant who quickly became
copied by dozens of companies. By the end of 19th century, deodorants could be found
in many forms, including roll-ins, powders, creams, pads, solid, and dabbers.
One big innovation in the field of deodorant happened during 1950s when
manufacturers started introducing aerosol technology. This led to the trend that over
80% of the deodorants and antiperspirants were sold with that technology by 1970s.
However, 1977 was the first time when government agencies in US and EU started
much harsher control over harmful ingredients in cosmetics. This led to the banning of
the primary ingredient of the aerosols, aluminum zirconium complexes. In the following
years, several more harmful ingredients became banned, which led to the dramatic
reduction in the popularity of aerosol deodorant. But, deodorants did not disappear from
the market because of that. Stick deodorant took the advantage of the moment, and
with the additions of some crucial technologies (most notably ability to be contained
inside drier substances) managed to achieve absolute worldwide domination.
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Today, solid stick firmly hold absolute first place of deodorant and antiperspirants forms.
History of Kohl (Kajal)
Women decorate their eyes with kohl and it definitely looks good as it lends a definition
to the eyes and makes them look more beautiful. But have you ever thought how this
kohl evolved? Let us discover...
Have you noticed Jack Sparrow, the famous pirate character from "The Pirates of
Caribbean", being played by Johnny Depp? Jack Sparrow outlines his eyes with dark
kohl and his look in the film is definitely distinct and leaves a mark on the audience.
Almost every actress faces the camera with kohl applied on her eyes? Kohl helps in
defining the eyes and sans this application, our eyes look empty and sad.
Women decorate their eyes with kohl and it definitely looks good as it lends a definition
to the eyes and makes them look more beautiful.
The kohl finds its roots to ancient times. The word "kohl" literally means to brighten the
eyes. The kohl was used by the Egyptians around 4000 B C E. Both men and women
used to make a paste of lead sulphide and antimony sulphide and apply it around their
eyes. The Egyptians believed that by applying kohl to their eyes, they could guard their
eyes from eye disease, ward off evil spirits and also protect their eyes from the sun.
The Egyptians also believed that kohl helps in highlighting their eyes and attention was
paid to their eyes. Kohl helps in adding depth and intensity to one's eyes.
Different countries practice different methods to prepare kohl. In Egypt, women lighten
the lead sulphide using white carbonate of lead. Kohl is then made from the soot of
sunflower seeds, almond shells and by perfuming it with frankincense.
Another way of preparing kohl practiced by the Egyptians is by pounding lead sulphide
with gum and frankincense. This mixture is then mixed with goose fat and cow dung.
The mixture is then burnt. Lead oxide gets released when the mixture is burnt. The by-
product obtained from burning the mixture is then mixed with milk and fresh rainwater.
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This is again pounded with mortar. The result is fine black coloured powder. The
powder needs to be as soft as velvet to be around the soft skin of your eyes.
In India, lamp black and lead are the main ingredients used during the preparation of
kohl. Kohl contains many heavy metals, lead and antimony.
Today, kohl is available in many forms. You get kohl in the form of liquid and are called
as eyeliner; you get kohl in the form of pencils and also in paste form. People buy the
form which they are comfortable with. Companies press this powder in between soft
cedar wood and give it a form of kohl pencil. For eyeliner, this mixture is liquefied and is
filled in opaque bottles. They come with a small brush as an applicator. For wax based
kohl, wax is mixed with the powder and this lends a smoother finish compared to the
rest.
Definitely, eyes speak a million words than our mouth. So go ahead, give your eyes that
dramatic look and make sure you grab attention.
History of Body Painting
Body painting is a form of art that followed us from the ancient prehistoric times when
human race was born, to the modern times where artist use human body as a
innovative canvas that can showcase human beauty like no art style before it. Many
believe that body painting was the first form of art that was used by humans, and
archeological evidence is close to support it.
Records of various ancient and modern tribes from Africa, Europe, Asia and Australia
show clear records of their body painting heritage. By using natural pigments from
plants and fruits, ancient people decorated themselves with ritual paintings, tattoos,
piercings, plugs and even scarring. According to many historians, body painting was the
important part of the daily and spiritual lives, often showcasing their inner qualities,
wishes for future, images of gods, and many natural or war themes. There, body paint
was often applied for weddings, preparations for war, death or funerals, showcasing of
position and rank, and rituals of adulthood. In addition to temporary body paints, many
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cultures used face paint or permanent tattooing that could showcase much larger details
than paintings made from natural pigments.
All of those ancient traditions slowly traveled with the rise of the modern human
civilization, managing to remain a part of traditions even in modern times. Some
example of modern day body paintings can be found in India (where brides decorate
themselves with tattoos), and African-American Indian tribes that use body paint for
many of their religious ceremonies.
First modern appearance of the full body paint emerged in 1933 when famous cosmetic
inventor Max Factor Sr. caused confusion and disturbance with their exhibition of naked
model Sally Rand on 1933 World's Fair in Chicago. Shock of this public marketing stunt
did not manage to popularize body painting in the west, but it brought it to the minds of
many future artists.
Widespread use of body painting emerged during 1960s when western artists strived to
find new way to express themselves in a form that will be sensational and shocking.
Their moment came with the forming of the hippie movement in United States, which
accepted sexuality, psychodelia and nudity as their way of life. Its important to note,
that body painting is not always applied to fully nude female body. It can also be applied
to the smaller piece of skin, of then backs, hands, chest and face.
Popular artists that used body paint as the means to express their artistic vision are
Jana Sterbak, Rebecca Horn, Youri Messen-Jaschin, and Joanne Gair, who shocked
the public by making full body pain for actress Demi Moore that was showcased on the
cover of the August 1992 cover of Vanity Fair. Another very specific form of artistic body
paint is used in alternative painting movement that received some traction during 1950s
and 1960s. In it, artist applied paint on (usually) female models, which then embraced
picture canvas and transferred paint on it with their contact. This method was mostly
popularized by the work of French artist Yves Klein (1928 - 1962), who is today
regarded as one of the key pioneers of Performance art. Currently, artistic body paint is
a accepted form of alternative art across entire world.
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Today, body painting can be found in several forms. They are an excellent tools for
gaining public attention in political protest (often found at PETA demonstrations in
various anti-animal cruelty campaigns), and can also be found as very famous tool for
advertising allegiance in sport gatherings.
Criticism and controversy
Ethics
During the 20th century, the popularity of cosmetics increased rapidly. Cosmetics are
increasingly used by girls at a young age, especially in the United States. Due to the
fast-decreasing age of make-up users, many companies, from high-street brands like
Rimmel to higher-end products like Estee Lauder, cater to this expanding market by
introducing flavored lipsticks and glosses, cosmetics packaged in glittery, sparkly
packaging and marketing and advertising using young models. The social
consequences of younger and younger cosmetics use has had much attention in the
media over the last few years.
Criticism of cosmetics has come from a variety of sources including
some feminists, religious groups, animal rights activists, authors and public interest
groups.
Safety
Cosmetic companies successfully resist regulation by government agencies like the
FDA, and have also lobbied against this regulation throughout the years. The FDA does
not have to approve or review cosmetics, or what goes in them, before they are sold to
the consumers. The FDA only regulates against the colors that can be used in the
cosmetics and hair dyes. The cosmetic companies do not have to report any injuries
from the products; they also only have voluntary recalls of products.
There has been growing awareness of and preference for cosmetics
lacking toxic ingredients, especially those derived from petroleum, sodium lauryl
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sulfate (SLS), and parabens. Numerous reports have raised concern over the safety of
a few surfactants. SLS causes a number of skin problems, including dermatitis.
Parabens can cause skin irritation and contact dermatitis in individuals with
paraben allergies, a small percentage of the general population. Animal experiments
have shown that parabens have a weak estrogenic activity, acting asxenoestrogens.
Synthetic fragrances are widely used in consumer products. Studies concluded from
patch testing show synthetic fragrances are made of many ingredients which cause
allergic reactions.

Cosmetics companies have been criticized for making pseudo-scientific claims about
their products which are misleading or unsupported by scientific evidence.
Animal testing
Cosmetics testing on animals is particularly controversial. Such tests involve general
toxicity, eye and skin irritancy, phototoxicity (toxicity triggered by ultraviolet light) and
mutagenicity.
Cosmetics testing is banned in the Netherlands, Belgium, and the UK, and in 2002, after
13 years of discussion, the European Union (EU) agreed to phase in a near-total ban on
the sale of animal-tested cosmetics throughout the EU from 2009, and to ban all
cosmetics-related animal testing. France, which is home to the world's largest cosmetics
company, L'Oreal, has protested the proposed ban by lodging a case at the European
Court of Justice in Luxembourg, asking that the ban be quashed. The ban is also
opposed by the European Federation for Cosmetics Ingredients, which represents 70
companies in Switzerland, Belgium, France, Germany and Italy.
Makeup types
Cosmetics include skin-care creams, lotions, powders, perfumes, lipsticks, fingernail
and toe nail polish, eye and facial makeup, towelettes, permanent waves, colored
contact lenses, hair colors, hair sprays and gels, deodorants, hand sanitizer, baby
products, bath oils, bubble baths, bath salts, butters and many other types of products.
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A subset of cosmetics is called "make-up" which refers primarily to coloring products
intended to alter the users appearance. Many manufacturers distinguish between
decorative cosmetics and care cosmetics.
Most cosmetics are distinguished by the area of the body intended for application.
Primer, come in various 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, and are applied before foundation.
Lipgloss, is a sheer, liquid form of lipstick.
Lipstick, lip gloss, lip liner, lip plumper, lip balm, lip conditioner, lip primer, and lip
boosters. Lip stains have a water or gel base and may contain alcohol to help the
product stay on the lips. The idea behind lip stains is to temporarily saturate the
lips with a dye, rather than to cover them with a colored wax. Usually designed to
be waterproof, the product may come with an applicator brush or be applied with
a finger.
Concealer, makeup used to cover any imperfections of the skin. Concealer is
often used for any extra coverage needed to cover blemishes or other marks.
Concealer is often thicker and more solid than foundation, and provides longer
lasting, more detailed coverage. Some formulations are meant only for the eye or
only for the face.
Foundation, is used to smooth out the face and cover spots or uneven skin
coloration. Usually a liquid, cream, or powder, as well as most recently a light
and fluffy mousse, foundation also provides excellent coverage.Foundation
primer can be applied before or after foundation to obtain a smoother finish.
Some primers come in powder or liquid form to be applied before foundation as a
base, while other primers come as a spray to be applied after the foundation to
help the make-up last longer.
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Face powder is used to set the foundation, giving it a matte finish, and also to
conceal small flaws or blemishes.
Rouge, blush or blusher is cheek coloring used to bring out the color in
the cheeks and make the cheekbones appear more defined. Rouge comes in
powder, cream, and liquid forms.
Contour powder/creams are used to define the face. They can be used to give
the illusion of a slimmer face or to modify a persons face shape in other desired
ways. Usually a few shades darker than one's own skin tone and matte in finish,
contour products create the illusion of depth. A darker toned
foundation/concealer can be used instead of contour products for a more natural
look.
Highlight, used to draw attention to the high points of the face as well as to add
glow to the face, comes in liquid, cream, and powder forms. It often contains
shimmer, but sometimes does not. A lighter toned foundation/concealer can be
used instead of highlight to create a more natural look.
Bronzer is used to give skin a bit of color by adding a golden or bronze glow. It
comes in either matte, semi matte/satin, or shimmer finishes.
Mascara is used to darken, lengthen, and thicken the eyelashes. It is available in
natural colors such as brown and black, but also comes in bolder colors such as
blue, pink, or purple. There are many different formulas,
includingwaterproof versions for those prone to allergies or sudden tears. It is
often used after an eyelash curler and mascara primer. Many mascaras now
have certain components intended to help lashes to grow longer and thicker.
The chin mask known as chutti forKathakali, a performing art in Kerala,India, is
considered the thickest makeup applied for any art form.
Eyelash glue is used to adhere false lashes to the eyes. It comes in either clear
or colored formulas.
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Eyebrow pencils, creams, waxes, gels and powders are used to color and define
the brows.
Nail polish is used to color the fingernails and toenails.
Setting Spray is used to keep applied makeup intact for long periods of time. An
alternative to setting spray is setting powder, which may be either pigmented or
translucent.
Cosmetics can be also described by the physical composition of the product. Cosmetics
can be liquid or cream emulsions; powders, both pressed and loose; dispersions;
and anhydrous creams or sticks.
Eyeliner is used to enhance and elongate the size of the eye.
Makeup remover is a product used to remove the makeup products applied on the skin.
It is used to clean the skin before other procedures, like applying bedtime lotion.
Skin care products
Skin care products can also fall under the general category of cosmetics. These are
products used to improve the appearance and health of skin, formulated for different
types of skin and associated characteristics. Skin care products include cleansers, facial
masks, toners, moisturizers, sunscreen, tanning oils and lotions, skin lighteners, serums
and exfoliants.
Skin types
There are five basic skin types, including:
1. Normal skin
This type of skin has a fine, even and smooth surface due to its ideal balance between
oil and moisture content and is therefore neither greasy nor dry. People who have
normal skin have small, barely-visible pores. Thus, their skin usually appears clear and
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does not frequently develop spots and blemishes. This type of skin needs minimal and
gentle treatment, but does still require maintenance.
2. Dry skin
Dry skin has a parched appearance and tends to flake easily. It is prone to wrinkles and
lines due to its inability to retain moisture, as well as an inadequate production of sebum
by sebaceous glands. Dry skin often has problems in cold weather, which dries it out
even further. Constant protection in the form of a moisturizer by day and a moisture-rich
cream by night is essential. It is important not to over-exfoliate even in cases of extreme
flaking, as this only dries out the skin further; gentle exfoliants using sugar, rice bran or
mild acids are the most suitable, although they should not be used more frequently than
once per week to avoid causing irritation and dryness.
3. Oily skin
As its name implies, this type of skin surface is slightly to moderately greasy, which is
caused by the over secretion of sebum. The excess oil on the surface of the skin
causes dirt and dust from the environment to adhere to it. Oily skin is usually prone to
blackheads, whiteheads, spots and pimples. It needs to be cleansed thoroughly every
day, especially in hot or humid weather. Moisturizing with an oil-free, water-based and
non-comedogenic moisturizer is required in addition. Exfoliation is also necessary, but
over-exfoliation can cause irritation and increase in oil production; exfoliants that contain
fruit acids are particularly helpful, and fine-grained exfoliants may help to clear blocked
pores, discouraging breakouts and improving the skin's appearance.
4. Combination skin
This is the most common type of skin. As the name suggests, it is a combination of both
oily and dry or normal skin where certain areas of the face are oily and the others dry.
The oily parts are usually found on a central panel, called the TZone, consisting of the
forehead, nose and chin. The dry areas usually consist of the cheeks and the areas
around the eyes and mouth. In such cases, each part of the face should be treated
29

according to its skin type. There are also skin care products made especially for those
who have combination skin; these contain ingredients that cater to both skin types.
5. Sensitive skin
Sensitive skin has a tendency to react to many potential triggers with irritation, redness,
stinging or burning, flaking, lumpiness and rashes. The most common causes of
irritation are chemical dyes and fragrances, soaps, some flower and spice oils, shaving
creams, tanning lotions or spray tans, changes in temperature, excessive cleansing or
exfoliating, waxing, threading, shaving and bleaching. People with sensitive skin should
try to avoid products with unnecessary fragrances or dyes, and generally avoid using
products that cause irritation. Sensitive skin is typically dry, but can be oily, normal or
combination as well.
General skin care routines
Cleansing
Cleansing is the first essential step to any daily skin care routine. Cleansers are
generally applied to wet skin over the face and sometimes also the neck, avoiding the
eyes and lips.
Cleansing the face once per day is typically adequate for normal or dry skins. However,
a mild cleanser should also be used at night if makeup has been worn to remove any
excess dirt or oil. Oily skins should be cleansed more frequently, at least twice per day.
Water-based, gentle cleansers are ideal for all skin types, though particularly acne-
prone skin may require medicated cleansers containing benzoyl peroxide or salicylic
acid to discourage acne. While soap can be used as a cleanser, it should be avoided in
cases of dry and sensitive skins; many alternatives are available. Oil-based cleansers
have become particularly popular with oily skin, as they are very gentle and do not over-
dry the skin, but still effectively remove dirt and makeup. It is important to cleanse
before applying makeup, regardless of skin type, as this helps to create a clean surface
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for makeup application. Many cleansers are also suitable for use as a makeup remover,
but a proper makeup remover is preferable, particularly for the removal of eye makeup.
Masks
Face masks are treatments applied to the skin for a period of time, then removed.
Typically, they are applied to a dry, cleansed face, avoiding the eyes and lips.
There are many kinds of face masks available, which typically fall into one or more of
the following categories:
Clay-based masks use kaolin clay or fuller's earth to transport essential oils and
chemicals to the skin, and are typically left on until completely dry. As the clay
dries, it absorbs excess oil and dirt from the surface of the skin and may help to
clear blocked pores or draw comedones to the surface. Because of its drying
actions, clay-based masks should only be used on oily skins.
Peel masks are typically gel-like in consistency, and contain various acids or
exfoliating agents to help exfoliate the skin, along with other ingredients to
hydrate, discourage wrinkles, or treat uneven skin tone. They are also left on to
dry, and then gently peeled off. They should be avoided by people with dry skin,
as they also tend to be very drying.
Sheet masks are a relatively new product that is becoming extremely popular in
Asia. Sheet masks consist of a thin cotton or fiber sheet with holes cut out for the
eyes and lips and cut to fit the contours of the face, onto which serums and skin
treatments are brushed in a thin layer; the sheets may also be soaked in the
treatment. Masks are available to suit almost all skin types and skin complaints.
Sheet masks are quicker, less messy, and require no specialized knowledge or
equipment for their use compared to other types of face masks, but they may be
difficult to find and purchase outside of Asia.
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Exfoliants
Exfoliants are products that help slough off dry, dead skin to improve its appearance.
This is achieved either by using acids or other chemicals to loosen old skin cells, or
abrasive substances to physically scrub them off. Exfoliation can even out patches of
rough skin, improve circulation to the skin, clear blocked pores to discourage acne and
improve the appearance and healing of scars. Exfoliants should be applied to wet,
cleansed skin, avoiding the eye area; abrasive exfoliants or scrubs should then be
rubbed into the skin in a circular motion for at least 30 seconds. Dry skin should only be
exfoliated in spots with severe flaking, and no more than once per week; oily skins may
be able to tolerate twice weekly exfoliation. Signs of over-exfoliation include sore, dry
and irritated or reddened skin and excessive dryness or oiliness.
Chemical exfoliants may include citric acid (from citrus fruits), acetic acid (from vinegar),
malic acid (from various fruits), glycolic acid, lactic acid or salicylic acid. They may be
liquids or gels, and may or may not contain an abrasive to remove old skin cells
afterwards. Abrasive exfoliants include gels, creams or lotions, as well as physical
objects. Loofahs, microfibre cloths, natural sponges or brushes may be used to exfoliate
skin, simply by rubbing them over the face in a circular motion. Gels, creams or lotions
may contain an acid to encourage dead skin cells to loosen, and an abrasive such as
beads, sea salt, sugar, ground nut shells, rice bran or ground apricot kernels to scrub
the dead cells off the skin. Salt and sugar scrubs tend to be the harshest, while scrubs
containing beads or rice bran are typically very gentle.
Toning
Toners are used after cleansing the skin to freshen it up and remove any traces of
cleanser, mask or makeup, as well to help restore the skin's natural pH. They are
usually applied to a cotton pad and wiped over the skin, but can also be sprayed onto
the skin from a spray bottle.
Toners typically contain alcohol, water, and herbal extracts or other chemicals
depending on skin type. Toners containing alcohol are quite astringent, and usually
32

targeted at oily skins. Dry or normal skin should be treated with alcohol-free toners.
Witch hazel solution is a popular toner for all skin types, but many other products are
available.
Moisturizing
Moisturizers are creams or lotions that hydrate the skin and help it to retain moisture;
they may also contain various essential oils, herbal extracts or chemicals to assist with
oil control or reducing irritation. Night creams are typically more hydrating than day
creams, but may be too thick or heavy to wear during the day, hence their name. Tinted
moisturizers contain a small amount of foundation, which can provide light coverage for
minor blemishes or to even out skin tones. They are usually applied with the fingertips
or a cotton pad to the entire face, avoiding the lips and area around the eyes.
All skin types need moisturizing. Moisturizer helps prevent flaking and dryness, and may
help to delay the formation of wrinkles. People with dry skin should choose oil-based
moisturizers with ingredients to help the skin retain moisture and protect it from dryness,
heat or cold in the environment. People with normal skin can choose from a wide variety
of moisturizers, but light lotions or gels are typically all that is required. Water-based,
low-oil and non-comedogenic moisturizers should be used on oily skin; medicated
moisturizers containing tea tree extracts or fruit enzymes can help to control oil
production or treat acne.
Eyes require a different kind of moisturizer compared with the rest of the face. The skin
around the eyes is extremely thin and sensitive, and is often the first area to show signs
of ageing. Eye creams are typically very light lotions or gels, and are usually very
gentle; some may contain ingredients such as caffeine or Vitamin K to reduce puffiness
and dark circles under the eyes. Eye creams or gels should be applied over the entire
eye area with a finger, using a patting motion.
Protecting
Sun protection is an important aspect of skin care. The sun can cause extreme damage
to the skin, not only in the form of sunburns and skin cancer; exposure to UVA and UVB
33

radiation can cause patches of uneven skin tone and dry out the skin, reducing its
elasticity and encouraging sagging and wrinkle formation. It is important to make use of
sunscreen to protect the skin from sun damage; sunscreen should be applied at least
20 minutes before exposure, and should be re-applied every four hours. Sunscreen
should be applied to all areas of the skin that will be exposed to sunlight, and at least a
tablespoon (25 ml) should be applied to each limb, the face, chest, and back, to ensure
thorough coverage. Many tinted moisturizers, foundations and primers now contain
some form of SPF.
Sunscreens may come in the form of creams, gels or lotions; their SPF number
indicates their effectiveness in protecting the skin from the sun's radiation. There are
sunscreens available to suit every skin type; in particular, those with oily skin should
choose non-comodegenic sunscreens; those with dry skins should choose sunscreens
with moisturizers to help keep skin hydrated, and those with sensitive skin should
choose unscented, hypoallergenic sunscreen and spot-test in an inconspicuous place
(such as the inside of the elbow or behind the ear) to ensure that it does not irritate the
skin.
Ingredients
Ingredient listings in cosmetics are highly regulated in many countries.
Organic and natural ingredients
Once a niche market, handmade and certified organic products are becoming
more mainstream. Even though many cosmetic products are regulated, health concerns
persist regarding the presence of harmful chemicals in these products. Aside from color
additives, cosmetic products and their ingredients are not subject to regulation prior to
their release on the market. Many new products are released every season, often after
only slight testing. Many cosmetic companies claim toproduce "all natural" and "organic"
products, such as anti-ageing and anti-acne creams based on Egg Oil which contains
Omega-3 fatty acids and xanthophylls. All natural products contain mineral, egg and
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plant ingredients, and organic products are made with organic agricultural products.
Products claimed to be organic should be certified "USDA Organic".
Mineral makeup
The term "mineral makeup" applies to a category of face makeup, including foundation,
eye shadow, blush, and bronzer, made with loose, dry mineral powders. Lipsticks, liquid
foundations, and other liquid cosmetics, as well as compressed makeups such as eye
shadow and blush in compacts, are also often called mineral makeup if they have the
same primary ingredients as dry mineral makeups. However, liquid makeups must
contain preservatives and compressed makeups must contain binders, which dry
mineral makeups do not.
Ingredients
The main ingredients in mineral makeups are usually coverage pigments, such as zinc
oxide and titanium dioxide, both of which are also physical sunscreens.
Other main ingredients include mica (Sericite) and pigmenting minerals, such as iron
oxide, tin oxide, and magnesium myristate.
Mineral makeup usually does not contain synthetic fragrances, preservatives, parabens,
mineral oil, and chemical dyes. For this reason, many dermatologists consider mineral
makeup to be purer and kinder to the skin than makeup that contains those ingredients.
However, some mineral makeups contain Bismuth oxychloride, which can be irritating to
the skin of sensitive individuals. Others also contain talc, over which there is some
controversy because of its comedogenic tendencies (tendency to clog pores and
therefore cause acne) and because some people are sensitive to talc.
The Most Common Ingredients of Cosmetics product-wise
Lipstick -Lipsticks have been made throughout the centuries in different ways, but the
most common recipe has wax,oil, alcohol andpigment. With careful mixing and
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treatment, even you can make your own lipsticks if you are ready for adventure in
kitchen.
Mascara - Mascara is a cosmetic product that can drastically change the shape and
look of your eyes. Ancient civilizations used many widely different recipes (from grinded
dust from semi-precious stones to the widely used substance called Kohl), but modern
solutions are much more standardized. After various governments banned the use of
harmful coal and tar, modern mascara recipe is based on water, waxes, thickeners, and
pigment changing ingredients, such as carbon for black color or Iron oxides for brown.
Powders , Foundations, Blush These highly popular cosmetic products are made
from various organic products, minerals, oils, perfume fragrances and pigments.
Here are some of the ingredients used in cosmetics:
Castor oil Ever since the dawn of Egyptian civilization (around 12 thousand years
ago) Castor oils and its derivatives are one of the most commonly used ingredients in
many perfume products, food, medicinal use, industry and biodiesel manufacturing.
Pigments Thousands upon thousands of pigment colors are created from organic,
inorganic ingredients every year. To control their use, many governments enforce
Colour Index International, law that defines what pigments are allowed to be used in
cosmetic and food products.
Carmine Carmine is one of the most famous pigments, which can be found in nature
as a secretion of cochineal insects in Africa, South America and Europe.
Pearl essence Ingredient that gives cosmetic products its shine and gloss. Most
commonly they are made by combining natural formed mineral mica with thin layer of
titanium dioxide.
Sodium chloride (table salt) As one of the most common cosmetic ingredients, table
salt is used in shampoos, bubble baths, facial cleansers, and body washes. Salt serves
as a binding agent for other incompatible ingredients, and also enables these products
to become bubbly.
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Diatomaceous Earth Even though this ingredients represent one half of a deadly
nitroglycerine, it has porous and hollow particles that are very useful in cosmetic
chemistry. Its used mostly in deodorants, absorbent powders, and toothpastes.
Albumen (egg whites) Albumen is used in cosmetic products because its excellent
ability to constrict other ingredients when they are in their dry state.
Plastics Plastic is not used only for packaging, but also as a cosmetic ingreditent. It
can be found in hair gels, hairsprays and liquid bandages.
Oleoresin Capsicum (pepper spray) Pain and itch creams.
Simethicone (gas relief drops) Cause air drops to exit the compounds during
manufacture.
Urea - Household cleansers, hair products, preservatives.
Propylene Glycol Moisturizes hair and has a self-warming effect.
Hydrogenated Vegetable Oil Skin softeners, body and foot creams, lip balms,
suntans.
Lanolin - Shaving cream, lotions, lipsticks, skin creams, shampoos,
Squalene (shark liver oil) Sunscreen, lipsticks, bath oils, moisturizers.
Diatomaceous Earth (dead algae) Facial cleansers, exfoliators, acne treatments.
Guanine (Fish Scales) Nail polish, lipsticks, shampoo, mascara,
Cholesterol Moisturizers, facial creams, body creams.

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Benefits
Because titanium dioxide and zinc oxide have anti-inflammatory properties, mineral
makeups with those ingredients can also have a calming effect on the skin, which is
particularly important for those who suffer from inflammatory problems such as rosacea.
Zinc oxide is also anti-microbial,so mineral makeups can be beneficial for people with
acne.
Mineral makeup is noncomedogenic (as long as it does not contain talc) and offers a
mild amount of sun protection (because of the titanium dioxide and zinc oxide).
Because they do not contain liquid ingredients, mineral makeups can last in their
containers indefinitely as long as the user does not contaminate them with other liquid
or fingertips.


38






Chapter - 2
Cosmetic industry

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Cosmetics industry
The manufacture of cosmetics is currently 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. The worlds largest
cosmetic companies are The L'Oral Group, The Procter & Gamble
Company, Unilever, Shiseido Company, Limited and Este Lauder Companies, Inc. The
market volume of the cosmetics industry in the US, Europe, and Japan is about EUR
70B/y, according to a 2005 publication. In Germany, the cosmetic industry generated
EUR 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. It has been shown that in
Germany this industry grew nearly 5 percent in one year, from 2007 to 2008.
German exports in this industry reached EUR 5.8 billion in 2008, whereas imports of
cosmetics totaled EUR 3 billion. The main countries that export cosmetics to Germany
are France, Switzerland, the United States and Italy, and they mainly consist of makeup
and fragrances or perfumes for women.
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 (Fdration des Industries de la Parfumerie - the
French federation for the perfume industry). France is another country in which the
cosmetic industry plays an important role, both nationally and internationally. Most
products with a label, "Made in France" are valued on the international market.
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 EUR 6.5
billion. Famous cosmetic brands produced in France include Vichy, Yves Saint
Laurent, Yves Rocher and many others.
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 EUR 9 billion in 2007. The Italian cosmetic industry is
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however 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.
Due to the popularity of cosmetics, especially fragrances and perfumes, many
designers who are not necessarily involved in the cosmetic industry came up with
different perfumes carrying their names. Moreover, some actors and singershave their
own perfume line (such as Celine Dion). Designer perfumes are, like any other designer
products, the most expensive in the industry as the consumer pays not only for the
product but also for the brand. Famous Italian fragrances are produced by Giorgio
Armani, Dolce and Gabbana and others.
Recently, Procter & Gamble, which sells CoverGirl and Dolce & Gabbana makeup,
funded a study concluding that makeup makes women seem more competent. Due to
the source of funding, the quality of this Boston University study is questioned.
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.
Legislation
Europe
The main directive in the European Union affecting the manufacture, labelling and
supply of cosmetics and personal care products is Cosmetics Directive 76/768/EEC. It
applies to all the countries of the EU as well as Iceland, Norway and Switzerland. These
regulations apply to single-person companies making or importing just one product as
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well as to large multinationals. In the UK the directive is enacted as the Cosmetic
Product (safety) Regulations 2008. Manufacturers and importers of cosmetic products
must comply with the applicable regulations in order to sell their products in the EU. In
this industry it is common fall back on a suitably qualified person, such as an
independent third party inspection and testing company, to verify the cosmetics
compliance with the requirements of applicable cosmetic regulations and other relevant
legislation, including REACH, GMP, hazardous substances, etc.
In the European Union, the circulation of cosmetic products and their safety has been a
subject of legislation since 1976. One of the newest amendments of the directive
concerning cosmetic industry is a result of the attempt to bananimal testing. Testing
cosmetic products on animals has been illegal in the European Union since September
2004, and testing the separate ingredients of such products on animals is also
prohibited by law, since March 2009.
United States
In the U.S. the Food and Drug Administration (FDA) is the body making legislation in
what concerns cosmetic industry and its various aspects within the United States. The
FDA joined with thirteen other Federal agencies in forming the Interagency Coordinating
Committee on the Validation of Alternative Methods (ICCVAM) in 1997, which is an
attempt to ban animal testing and find other methods to test cosmetic products.
International
The International Standardization Organization (ISO) published new guidelines on the
safe manufacturing of cosmetic products under a Good Manufacturing Practices (GMP)
regime. Regulators in several countries and regions have adopted this standard, ISO
22716:2007, effectively replacing existing guidance and standards. ISO 22716 provides
a comprehensive approach for a quality management system for those engaged in the
manufacturing, packaging, testing, storage, and transportation of cosmetic end
products. The standard deals with all aspects of the supply chain, from the early
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delivery of raw materials and components until the shipment of the final product to the
consumer.
The standard is based on other quality management systems, ensuring smooth
integration with such systems as ISO 9001 or the British Retail Consortium (BRC)
standard for consumer products. Therefore, it combines the benefits of GMP, linking
cosmetic product safety with overall business improvement tools that enable
organisations to meet global consumer demand for cosmetic product safety certification.
In July 2012, since microbial contamination is one of the greatest concerns regarding
the quality of cosmetic products, the International Standardization Organization
(ISO) has introduced a new standard for evaluating the antimicrobial protection of a
cosmetic product by preservation efficacy testing and microbiological risk assessment.
Cosmetic careers
An account executive is responsible for visiting department and specialty stores with
counter sales of cosmetics. They explain new products and "gifts with purchase"
arrangements (free items given out upon purchase of cosmetics items costing over
some set amount).
A beauty adviser provides product advice based on the client's skin care and makeup
requirements. Beauty advisers can be certified by an Anti-Aging Beauty Institute.
A cosmetician is a professional who provides facial and body treatments for clients. The
term cosmetologist is sometimes used interchangeably with this term, but the former
most commonly refers to a certified professional. A freelance makeup artist provides
clients with beauty advice and cosmetics assistance. They are usually paid by the hour
by a cosmetic company, however they sometimes work independently.
Professionals in cosmetics marketing careers manage research focus groups, promote
the desired brand image, and provide other marketing services (sales forecasting,
allocation to different retailers, etc.).
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Many involved within the cosmetics industry often specialize in a certain area of
cosmetics such as special effects makeup or makeup techniques specific to the film,
media and fashion sectors.
Cosmetics in India
Bearing a long glowing heritage of cosmetic and beauty, aesthetic makeup products
nowadays appear as a booming economy in India seeming that it would be a largest
cosmetic consuming country in a next few decades. While the demand of beautifying
substances are going up day by day, a large number of local as well as international
manufacturers gradually extend their ranges and products in different provinces of India.
From tradition to modernity
In the realm of skin beauty and cosmetics, India has a gleaming legacy over the passing
centuries while people have kept in mind special demands for numerous makeup items
included traditional as well as modern pieces.
Henna, locally known as Mehndi, applied for dyeing skin, hair, fingernails,
leather, silk and wool has been used since its inception introduced between fourth and
fifth century. This element has become very known for its significant function utilized to
paint complex mesmerizing designs on hands and feet, especially before a Hindu and
Muslim wedding that has been going on over thousands of years. In addition, henna
stencils, herbal henna, henna tattoos, henna powder and paste, henna oil are very
common names in any Indian religious or social carnival.
In India, one of the traditional ceremonial dyes named Kajal is worn to eyes on special
occasions irrespective of male and female. Indian women use the coloring substance
identified with various titled like sirma, surma, Katuka, kohl in different Indian languages,
as a type of eyeliner putting around the edge of the eyes that provide relief from the
glare of the sun and promote glorified look as well.
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A few cosmetic manes that has been running on over the indefinite period, consist of
Indian facial creams made of milk and flour, face powders composed of powdered chalk
or white lead, eyeliner crafted from soot or antimony powder.
Meanwhile, eye shadows, eyebrows thickened or length, saffron used to acquire bright
shade on face are also found in market since unidentified time. At the same time, a
good number of women maintain patches on their faces due to hiding some sort of
blemish. Subsequently, for coloring the lips, cheeks, different colors are used whereas
face powders, make-up, perfumes tended to be applied liberally and therose water has
also used that are extensively remained important items all the way to the early 20th
century.
On the other hand, Uptan, one of the rich Indian heritages made from nuts and flowers
is used for the beautification of the body and face. The brides and grooms apply uptan
with the paste-mixture of turmeric, saffron and sandalwood as a part of the ceremonial
massage given before the marriage. For cleansing as well as softening the skin and
masking the body odor, scented oils and ointments were usually applied while Indian
rich people use minerals on their faces, skin and oiled-based perfumes utilize in their
baths.
Moreover, some trendy and romantic explanation of the beauty used glamorous
makeup, to illustrate, long black curly hair, alluring mouth, long arched eyebrows, large
almond shaped eyes, small nose, extremely thin waste line and round face with beauty
spots are found in Indian literature proved its cosmetic loving rich culture.
Fulfilling the consumers demand
Over the last couples of decades, the range of Indian cosmetic and beauty products has
immensely widened and become a considerable event in the corporate world witnessing
a rapid growth of makeup dominion where numerous manufacturers and producers are
vying each other to fulfill the user's demand.
In recent times, the popular items incorporated in the rapid growing cosmetic markets
by the local and international brands, for example, color cosmetics-nail varnish, lipsticks
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and lip-glosses, Talcum Powder, Petroleum Jelly, Liquid Hand Wash, Cleansing Gel,
Face Wash, Eye Care Cosmetics, Foot Care Cosmetics, Sun Care Cosmetics, Hair
Removal Cosmetics, Joonil Gel, Bridal Face cosmetics, Bridal Scrub are available at
affordable prices.
Cosmetics: A booming sector in India
With the changing of time, some giant brands such as Lakme, Revlon, Dhirajlal, Murari
Brothers, Ozone Ayurvedics, Unilever, MAC Cosmetics, L'Oral emerged with various
cosmetic goods - face wash, foundation powder, nail burnish, Cleansing Gel before their
customers.
However, some herbal cosmetics namely Shahnaz Husain, Emami and Biotique
produced in India have achieved much popularity all the way through India.
In India, beauty and cosmetics exhibition, trade fairs and events are arranged in every
year where multinational and host companies show their consumers latest elegant
items.
Moreover, keeping pace with the rapidly proliferated information technology like internet,
satellite and with the help of media channels and advertisements, Indian cosmetic
business are flourishing by leaps and bounds and just going on and on.
Indias cosmetics market is reportedly growing at 15-20% annually. Demand for skin
whitening products by men as well as women, is driving the trend, but other beauty
products are not far behind.
The Indian cosmetics industry has witnessed rapid growth over the last couple of
decades. With every passing year, the range of cosmetic and beauty products in India
has widened tremendously. Beauty product manufacturers in India have mostly been
catering to the great demand for cosmetics and toiletries that fall into the low- or
medium-priced categories as the greatest demand in India always revolves around
economically priced products.
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Recent cosmetics business market analysis reveals that many international companies
are now outsourcing cosmetics to India and that the cosmetics market in India is
growing at 15-20% annually, twice as fast as that of the U. S. and European markets.
The growth rate in the cosmetics market reflects increasing demand for beauty care
products in India.
However, even with the massive surge in the popularity of cosmetic products, statistics
show that the average Indian consumer spends much less on cosmetic products than
consumers in any other part of the world.
This also implies that the Indian cosmetic industry has an even greater potential for
growth than it is currently experiencing.
Asian Overview
The Japanese cosmetics market is still the largest Asian buyer, but the growth rate is
reaching a stable condition. China, the second largest in Asia Pacific, is witnessing
increased demand due to improving lifestyles and rising disposable income of the
population. The South Korean market is growing at a faster rate than developed
regions. There is a clear trend of the market heading toward premium cosmetic
products. The younger populace is looking for general skin care and hair care products
while the older generation has more specific needs for their cosmetics products.

Global cosmetic giants are attracted to Indias favorable demographics. The modern,
urban Indian women are becoming increasingly conscious about their style and looks,
with great emphasis on lightening of skin tone. Skin care and color cosmetics have
witnessed solid growth for the last few years, with more than half of the skin care market
comprising skin lightening creams. Lip products form a majority of the color cosmetics
market. In India, small pack sizes are very popular as they offer a lower cost and the
chance to try new products.
Hindustan Unilever is Indias largest cosmetics company, followed by LOral.
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Indias Story
Driven by growing consumption in rural and semi-urban areas, the fast-moving
consumer goods (FMCG) market is set to double from $14.7 billion in 2008-09 to $30
billion in 2012, according to a report by Associated Chambers of Commerce and
Industry of India (ASSOCHAM), an industry lobby.
The FMCG sector will witness more than fifty percent growth in rural and semi-urban
India by 2010, according to a study titled Prospects in the FMCG sector, recently
made public by ASSOCHAM. The Indian FMCG sector has grown to become the fourth
largest sector in the economy with a market size in excess of $14.7 billion.
Skin care and cosmetics account for more than Rs.18.5-billion market size while the
hair care market is worth more than Rs.80 billion.
Among the entire range of products that fall within the territory of the Indian cosmetic
and toiletries market, the most popular items are color cosmetics, of which nail varnish,
lipsticks and lipglosses account for the most sales. In this area, popular local brand
names include Lakme and Revlon. Skin care cosmetics experienced a relatively slower
growth, and products such as anti-wrinkle creams, cleansers and toners, for instance,
are not as popular as facial creams, moisturizers and fairness creams in this genre.
Companies like Ponds and Fair & Lovely rule the roost in this segment.
Male Grooming
Half a decade ago, when celebrated Indian film actor Shah Rukh Khan took a dip in a
bathtub to endorse Lux, he did much more than just promote a soap brand. He set a
precedent.

Back then, the male grooming market was almost nonexistent and the Indian market
had few dedicated products to offer men. Soon after Khans commercial, Emami Group
entered the mens fairness cream market. Market talk was that a noticeable proportion
of sales of Fair & Lovely, a womens cream, were from men. Emami decided to push the
opportunity. In 2005, Emami created history by launching Fair And Handsome, a
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fairness cream for men, which still dominates the space with close to 70% market
share. The company calls this brand the worlds No. 1 fairness cream. The company
achieved sales of $13 million in 2008-09.
In 2007, Hindustan Unilever launched Fair & Lovely Menz Active but it could not gather
much share. Over the past year, multinationals such as Beiersdorf (Nivea for Men) and
LOral (Garnier PowerLight) launched a series of products for mens skin care.
The market was soon offering male fairness creams, hair care products beyond dyes,
scrubs and face washes. Today, the male grooming segment in personal care is ready
for its next round of product expansions and additions.
Now, as the segment evolves, there is a queue of Bollywood actors including Shahid
Kapoor and John Abraham who are endorsing male grooming products.
The mens personal care segment is estimated at over $200 million, with Gillette having
the largest market share.
While the overall cosmetics industry is growing at 15% year-on-year, fairness creams
constitute a huge market with sales worth nearly Rs.2,000 crore (Nielsen 2010 figures).
Of this, mens fairness creams account for 10%, though growing at 30% year-on-year
a sign that they are catching on. According to a Nielsen survey on male grooming,
conducted among 1,000 men in Mumbai, Delhi, Kolkata and Hyderabad, every second
man has a monthly date with a salon.
The importance of male grooming is clear, with the market worth Rs.695 crore and
growing at 11 percent. In metros alone, it is growing at 12 percent. The product
segments witnessing significant growth include creams, gels, and deodorants. More
beauty products targeting men are bound to appear. Increasing disposable incomes,
urbanization and greater exposure to the West are the main drivers, says Anand
Ramanathan, analyst, KPMG.
In the personal care category, skin care products are the most popular, offering
significant room for growth. In India, fairness creams dominate the space with more
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than a 45% share, followed by moisturizers at 22%. Now, the market seems to be
looking beyond fairness creams.
Emami is poised to expand its Fair And Handsome brand to include products such as
shaving cream and foam. In five years, Fair And Handsome has become a Rs.100 crore
brand, growing at 45% per annum and contributing 15% to Emamis revenues.
The trend is shifting toward the mainstream and there are other brands entering the
segment with extensive product launches in the fairness category, along with a number
of product extensions, says Harsh Vardhan Agarwal, director, Emami.
Hindustan Unilever is currently advertising Fair & Lovely MAX Fairness for Men. It has
also extended its Vaseline brand to the mens grooming segment with the introduction
of the Vaseline for Men skin care range, including fairness creams, face wash, body
lotions and body washes. The popularity of fairness products saw Garnier launch its
mens grooming range, Powerlight, in May 2009. Recently, it launched Garnier Color
Naturals for Men and the Garnier Men range of deodorants.
According to a recent study by Hindustan Unilever, men in Indias southern states are
most enthusiastic users of skin whitening creams and consume the most of the fairness
products, although the love for fair skin is spread evenly all across the country.
Inspired by the changing grooming behavior of Indian men, in May 2009 we entered
the mens grooming market with Garnier Men. Within three months, Garnier Men
became the number two player in the mens skin care market, which is currently less
than five percent of the total skin care market but growing fast. Within that, fairness
comprises 85 percent, cleansing 10 percent, and body, sun care and hydration 1
percent each. The potential lies in converting male users of womens skin care products
to products developed specifically for them, says Dinesh Dayal, chief operating officer,
LOral India.
Hair grooming and styling is the latest growth area. Brylcream, which scaled up its
appeal though products and advertising featuring Indian skipper MS Dhoni, has
company in the form of Maricos after-shower hair gel, Set Wet from Paras Pharma and
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the Gatsby brand. Zydus Cadila recently forayed into male skin care with EverYuth
Menz, under which the company launched the first scrub for men in India. Besides the
scrub, the Ever Yuth skin care range comprises face washes, sunblock and moisturizer
for men.
Future Group is also aiming to extend its John Miller brand into the male grooming
segment, where it forayed with deodorants. Growth is coming not just from metros, but
small towns, too, says Devendra Chawla, business head, private brands, Future
Group.
ForeignFairness
The Indian cosmetics market, which was traditionally a stronghold of a few major
players like Lakme and Ponds, has seen a lot of foreign entrants to the market within
the last two decades.
India allows entry of imported cosmetics without any restrictions. Indias import of
cosmetics and beauty products and intermediate raw materials such as essential oils is
currently around $400 million. France, Germany, the UK and the U.S. have been the
traditional suppliers with imports gradually increasing from China, Hong Kong, Malaysia,
Thailand, and Israel in recent years.
Imported cosmetics have had a major impact on the Indian market. The emergence of a
young urban elite population with increasing disposable income in cities, an increase in
the number of working women, changing lifestyles, increased affordability of lifestyle-
oriented and luxury products, mounting aspirations, influx of satellite TV, increasing
appetite for Western goods, and greater product choice and availability are the main
drivers of demand for imported cosmetic products. Indian consumers tend to look
towards international brands as lifestyle enhancement products.
Foreign products have enhanced growth of the Indian market by attracting aspirational
consumers. Indians generally perceive foreign brands as being of superior quality.
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The strong growth of organized retail in India is also creating a demand for more
imported cosmetics products, even in second tier cities, where disposable incomes are
larger and the demand has been subdued due to desire for choices and options.
According to industry sources, the total size of the Indian retail beauty and cosmetics
market is currently estimated at $1.5 billion, with fragrance comprising the largest
component. Color cosmetics account for 14%; fragrances, 21%; hair care, 19%; skin
care, 17%; beauty services, 13%; herbal products, 9%; and others, 7%. If the overall
beauty and wellness market is considered, which includes beauty services, the market
is estimated to be around $2.68 billion.
Top ten Brands in India
The Indian cosmetics industry has seen strong growth over the past few years and
emerged as one of the industries holding huge potential for further growth.The sector
has mainly been driven by improving purchasing power and rising fashion
consciousness of the Indian population. Moreover, the industry players have been
spending readily on the promotional activities to increase consumer awareness.There
are a number of leading cosmetic brands in India which are the first choice of ladies.
Lakme
Lakm is an Indian brand of cosmetics, owned by Unilever.Lakme started as a 100%
subsidiary of Tata Oil Mills (Tomco), part of the Tata Group; it was named after the
French opera Lakm, which itself is the French form of Lakshmi, the goddess of wealth,
also renowned for her beauty. Indian cosmet Lakme was started in 1952, famously
because the then Prime Minister, Jawaharlal Nehru, was concerned that Indian women
were spending precious foreign exchange on beauty products, and personally
requested JRD Tata to manufacture them in India.
Revlon
Revlon is an American cosmetics, skin care, fragrance, and personal care company
founded in 1932.The three founders of Revlon started with a single product a special
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nail enamel but later they pooled their resources and developed a unique manufacturing
process.Revlon focuses on movie stars, among them Kate Bosworth, Jaime King, Halle
Berry Susan Sarandon, Melanie Griffith, Julianne Moore, Eva Mendes, Jessica Alba,
Jennifer Connelly, Beau Garrett, and Jessica Biel. In 2009, Australian supermodel Elle
MacPherson became a new spokesmodel for the company.
Oriflame
Oriflame Cosmetics S.A. (Luxembourg) is a cosmetics group, founded in 1967 in
Sweden by the brothers Jonas af Jochnick and Robert af Jochnick. The company sells
skin care, cosmetic products and other related products through an independent sales
force of over 3 million people.Oriflame sells their products through a direct selling force.
Their direct selling force earn commission off all sales they personally make, and may
also invite others to work with Oriflame, earning a commission of the sales of teams
they develop.
Loreal
The LOral Group is the worlds largest cosmetics and beauty company.With its
registered office in Paris and head office in the Paris suburb of Clichy, Hauts-de-Seine,
France,it has developed activities in the field of cosmetics. Concentrating on hair colour,
skin care, sun protection, make-up, perfumes and hair care, the company is active in
the dermatological and pharmaceutical fields and is the top nanotechnology patent-
holder in the United States.
Chambor
The Chambor cosmetic line is a blend of the finest traditions. In terms of radiant color,
soft texture and skin accentuator, Chambor has never failed to satisfy the consumer
demands.It has been retailing at selected counters since 1994 across India. Developing
quality solutions keeping in mind the requirements of a feminine face is their primary
goal.
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Maybelline
Maybelline is a makeup brand sold worldwide and owned by LOral.Their motto is
Maybe shes born with it. Maybe its Maybelline.The Maybelline Company was created
by New York chemist T.L. Williams in 1915. Williams, then in his early 20s, noticed his
younger sister applying a mixture of Vaseline and coal dust to her eyelashes to give
them a darker, fuller look.The company was acquired by LOral in 1996.
Avon
Avon Products, Inc. is a US cosmetics, perfume and toy seller with markets in over 140
countries across the world.Avon Products is a multi-level marketing company.The
company was founded in 1886 by then 28-year-old David H. McConnell who sold books
door-to-door and gave out perfume to entice women to buy his books. Avon is one of
the leading cosmetic brands in India and is highly praised and loved by women for its
quality and range of products.
MAC
Make-up Art Cosmetics, better known as MAC Cosmetics, is a manufacturer of
cosmetics.MAC Cosmetics was founded in Toronto, Canada by Frank Toskan and
Frank Angelo in 1984. The first U.S MAC store opened in 1991, located at Greenwich
Village, New York.The companys products were originally designed specifically for
professional make-up artists, but are now sold to consumers worldwide.The MAC PRO
Program is provided to professionals in the industry.An annual fee must be paid for this
service.
Color Bar
ColorBar cosmetics is one of the leading brands of color cosmetics in India.The product
range has been developed with the promise of providingour consumers world class
innovative products in a wide range of colors.The inspiration of Colorbar is the millenium
woman whoc believes in expressing her many moods and desires through the variety of
54

colors she adorns.Colorbar products have international formaulations and packaging
with a premiun appeal.
Street Wear
A young, funky and hip brand, StreetWear, globally is positioned at the young and
trendy shopper and the range consists of about 30 SKUs covering categories like nail
enamel, lipsticks, lip gloss, face make-up kits and eye shadows.Street Wear The brand
says: It is not tested on animals.Street Wear is one of the leading cosmetic brands in
India and is highly praised and loved by women for its quality and range of products.
With the emerging fashion and beauty consciousness amongst the ladies and girls of
India, Street Wear is gaining popularity.
Packaging Strategy
More and more shelves in shops and boutiques in India are stocked with cosmetics
from around the world. Since the opening up of the Indian economy in the early 90s,
many international brands like Avon, Burberry, Calvin Klein, Cartier, Christian Dior,
Este Lauder, Elizabeth Arden, Lancme, Chambor, Coty, LOral, Oriflame, Revlon,
Yardley, Wella, Schwarzkopf, Escada, Nina Ricci, Rochas, Yves St. Laurent, Tommy
Hilfiger, Max Factor, Max Mara, and Shiseido have entered the Indian market.
Pricing and packaging strategies are very important here, as India is a very price-
sensitive market. Indian consumers want the best but many are not always willing to
pay that liberally. Understanding the attitudes, preferences and aspirations of the
different segments of Indias consuming class is very crucial to achieving success in the
Indian market.
Given the price-sensitivity of the Indian consumers, many cosmetic and toiletries
companies had to re-launch their products in smaller pack sizes to make them more
affordable. Hindustan Lever of the Unilever group and Revlon were the first to introduce
small pack sizes.
55

Revlon went to the extent of introducing a small-range of 8ml nail polishes and lipsticks,
and was soon followed in its strategy by many Indian companies as well. Small pack
sizes have proved to be very popular in the Indian market as they offer consumers a
lower purchase cost that they can afford and, at the same time, the opportunity to try
new products.
The market is booming like never before. With the Indian middle class expected to
increase tenfold to 583 million people by 2025, it looks as if things will only get brighter
for the fair cream and other beauty and personal care manufacturers.
56





Chapter - 3
Research
Methodology

57



Research Methodology
Problem Formulation
It has normally been observed that most of the marketers are skeptical about consumers
in India. Each company tries to provide more information about their products for
consumers. Very few companies are really providing information according to the
requirement of Consumers. They look for bargaining and lack of proper advertisement
about products.
Thus being an MBA student the researcher felt, it should study the effectiveness of
information of the product of cosmetic consumers in depth. Another side of coin is
that cosmetic market in India is growing rapidly and enormous untapped potential lies
there. Thus also motivated me for selecting my topic
ofstudyas"ConsumerbuyingbehaviorregardingCosmeticin Bikaner".
Objectives oftheStudy
Objectivesaretheroutemapofanyresearch.Withoutsettingobjectivesanyresearchwouldbe
meaninglessandalltheeffortsoftheresearcherwillgoinvain.Theobjectivesofthisprojecttitled"
consumerbehaviourregardingpurchaseofcosmetics"were:
1)Findingmajorfactorsthatinfluence the
purchasedecisionofconsumerstopurchasecosmetics.
2)Tofindoutthevarietyofcosmetics,thewomenandstudentsprefermost.
3)Thebrands,whicharepopularfortheparticulartypeofproduct.
4)Theexpenditureandthefrequencyofusingthecosmetics.
5)Determining the sources from where the women get the information about
58

cosmetics.
6) Consumer perception towards the cosmetics ads.
7) Whether they are influenced and inspired by the ads.
ResearchMethodology
Marketresearchmethodologyisasoldasthemarketingiswithoutwhichitisalmostimpossibleto
reachatanytangibledecision.Althoughvariousmethodsareadoptedtoundertakethisactivitybut
thegoalisalmostsamei.e.toreachonafinaldecisionorsolutionoftheproblem.
Thereisaveryfamousquote"ifyouareconfidentofdoingsomething,halfoftheworkisdone".Andc
onfidencecomeswhenyouhaveaproperframeworkfortheparticularjob.Hencetocarryoutany
workofnecessarytochalkoutaframework.
Tocarryouttheresearchproject,wefirstdefinetheresearchmethodologythatistobeusedforthe
research.
ResearchMethodologyisthewayofsystematicallysolvingtheresearchproblem.Itmaybeund
erstoodasascienceofstudyinghowresearchisdonescientifically.Initwestudythevariousste
psthataregenerallyadoptedduringthecourseofresearchalongwiththelogicbehindthem.Itisn
ecessaryfortheresearchtoknownotonlytheresearchmethodsbutalsothemethodology.
Thepurposeoftheresearchistodiscovertheanswerstothequestionsthroughtheapplicationof
scientificprocedures.Thougheachresearchstudyhasitsownscientificobjectives,wemaythi
nkofresearchobjectiveasfallingintoanumberoffollowingbroadgroupings:
1)Togainfamiliaritywithaphenomenonortoachievenewinsightsintoit.
2)Toportrayaccuratelythecharacteristicsofparticularindividualsituation.
3)Todeterminethefrequencywithwhichsomethingoccursorwithwhichitassociateswithsomet
hingelse.
59

Natureoftheproject
Theprojectassignedtomewasthe"Consumerbuyingbehaviourregarding
Cosmeticin Bikaner".TheconsumerssurveywasconductedinBikaner City.
SurveyPlanning:
Planningisthemostessentialpartforasuccessfulsurvey.Arightapproachhastobedecidedbefor
eheadingforwardkeepinginmindtheobjective.
Dueconsiderationhastobegivenatthisstagetowards:
1)Purposeofthesurvey
2)Scopeofthesurvey
3)Unitsofthedatacollection
4)Sourcesofdata
5)Techniquesofdatacollection
6)Degreeofaccuracydesired
7)Miscellaneousconsideration
SamplingPlan
SampleSize: 100 (Consumers of Cosmetics)
Execution of the Project
a) Data Collection
Thisisthefirststepoftheprocess.Itformsthefoundationforthewholeofstatisticalanalysis.F
aultydatacanleadtounreliableconclusionssomostcareisrequiredwhilecollectingthedata.
PrimarySourcesofdata: InterviewandQuestionnaire
60

Secondarysourcesofdata: InternetandMagazines
AreaCovered: Bikaner
Instrument for Data collection: Questionnaire
TypesofQuestions:CloseEnded/OpenEnded
b)Organizingthedata
Collecteddataaremeaninglessunlesspresentedinapropermannertomakethemusefulindeci
sionmaking.Thedataobtainedisedited,classifiedandputinastabulatedformtomakeitunderstan
dable.
c)Presentation
Aftercollectingandanalyzingthedata,itisreadyforpresentation.Therearedifferentmodesofpres
entationincludingcharts,diagramsandgraphsetc.Themainpurposeofpresentationistoputtheco
llecteddataintoaneasyreadableform.Inthepresentprojectreportdatahasbeengraphicallypres
entedbypiediagrams.
d)Analysisofdata
Havinggatheredthedata,theresearcherhastoproceedtowardsdrawingconclusionbylogical
inference.Atthisstage,thedataisinatabulatedformandrequirestobeinterpreted.Thus,analy
sisinvolvestherefinementandmanipulationofdata.Itbasicallyinvolves.
Converting therawdataintomeasureddata.
Summarizing the data.
Applying analytical methods to manipulated the data so that their interrelations
and quantitative meaning become evident.
Tools of Analysis: Percentage and Bar Diagram.
61

e)Interpretation
Interpretationmeanstobringoutthemeaningofdataorconvertintoinformation.Theclimax
oftheresearchprocessisapproachedasonepreparestodrawconclusionforthedataanal
yzed.Thewholeinvestigationculminatesindrawinginferencethatleadstoconclusion.Thisp
hasecallsforahighdegreeofinterpretativeskillbothquantitativeandlogical.


62



Chapter - 4
Analysis of Data
63

Analysis of Data
This Chapter is concerned with description analysis of data collected from the field. Data are
presented in Pie Charts, Tables, Percentages and words.
Usage ofCosmetics
The table above makes it clear that Shampoo is the most frequently and almost
regularly used cosmetic product with 100 percent respondents confirming the use of
shampoo. Lip stick and deodorant are also used quite frequently. But the shocker of the
research findings came ion form of mascara and kaajal. These were the two products
that were expected to fare very high in usage considering their importance in India
environment and culture.

Product Students Housewives Working women Totals
Shampoo 54 32 14 100
Lipstick 50 24 12 86
Eye Liner 40 20 8 68
Deodorant 44 12 12 68
Cleansing Milk 36 20 8 64
Moisturizer 34 20 8 62
Nail Paint 48 8 6 62
Perfume 30 16 10 56
Face Wash 42 0 10 52
Bleach Cream 20 18 12 50
Cream 34 8 4 46
Astringent 16 0 6 22
Foundation 12 6 2 20
Compact 14 0 4 18
Conditioner 8 0 6 14
Muscura 6 0 4 10
Kajal 8 0 1 9



64


65

Popularbrandsamong students, housewives and working women
Lakme and Ponds appear to be the most preferred brands with consistency over all of the
product range. Nivea, Pears and Ayur also seem to be doing well in in terms of brand
preference in their respective categories.
Product Students Housewives Working Women
Shampoo Sunsilk, Pentene Clinic Plus, Sunsilk Clinic Plus, Vatika
Eye Liner Lakme, others Lakme Lakme
Kajal Lakme, others Lakme, others Lakme, others
Face Wash Ponds, Pears Ponds Ponds, Pears
Moisturizer Ponds, Pears Ponds Ponds, Pears
Muscura Lakme, others Lakme, others Revlon, Lakme
Compact Lakme Lakme Lakme
Conditioner Ultra Doux Ultra Doux Ultra Doux
Bleach Cream Fem, Joilen Fem, Jolen Fem, Jolen
Astringent Ayur Ayur Ayur
Cleansing Milk Lakme, Ayur, others Lakme, Ayur Shenaz,
Ayur,Lakme
Foundation Lakme Lakme Touch, Revlon
Lipstick Lakme, others Lakme Relon, others Lekme, Revlon,
others
Perfume El-Paso, Elle, others Rexona, Do-it, others Charlie, Oriflame,
others
Deodorant Elle-18 Rexona, others Rexona, others Elle-18, Fa,Ponds,
others
Nail Paint Revlon, Lakme, Alpha,
others
Revlon, Lakme,
others
Alpha, Lakme,
others
Creams Charmis F & L, others Ponds, Nivea, others Nivea, Ponds,
others


66

Typesof Brand used
Following brands were identified as leading brands based on the literature review regarding
successful brands and most preferred brands in India. Also help was taken from the most
frequently quoted brands by respondents. The list has only been used to categorize the
brands in to two where in one group contains national level known and operational brands
and the other section contains slightly lesser known and regional brands.
The brands grouped under renowned brands group are:
Alpha, Ayur, Charlie, Charmis, Clinic Plus, Do-it, Elle-18, El-Paso, F & L, Fem, Joilen,
Lakme, Nivea, Oriflame, Pears, Pentene, Ponds , Revlon, Rexona, Shenaz, Sunsilk,
Touch, Ultura Doux, Vatika
Type Students Housewives Working women
Renowned Brands 40 8 24
Other Brands 14 6 8


0
10
20
30
40
50
60
Students Housewives Working
F
r
e
q
u
e
n
c
y

Category of Respondents
Brand conciousness
Yes No
67

Reasonforusing cosmetics
When asked about the reasons for using cosmetics the reasons quoted were bit
distributed and similar for the students and working women while the housewives had
other reasons.
Reasons quoted by the respondents are a fair representation of the fact the women who
are interacting with the outside world are more keen to use cosmetics to improve their
personality and feel confident. Also heath seems to be a concern as the skin gets
exposed to extreme conditions for the women who move out.
While married women also use cosmetics to improve their personality and appearance
but social influences are also a major reason for them to use cosmetics.
Reason Students Housewife Working
To improve your personality 26 9 6
Social influences 5 10 3
Fashion and status symbol 5 5 2
Health point of view 8 4 1
Psychological satisfaction 10 4 2

0
10
20
30
40
50
60
70
Students Housewives Working
F
r
e
q
u
e
n
c
y

Category of Respondents
Reasons for using Cosmetics
Yes No 500-1000 1000-2000 More
68



Perceptionaboutcosmetics
In order to ascertain the perception about cosmetics amongst different age groups
working women and housewives, a survey was conducted which gave us a result that
majority of the students and lot of housewives prefer cosmetics as a necessity whereas
only a few working women keep feel so . When examined, only a few housewives,
cosmetics as luxury whereas working women rarely feel so.
Perception Students Housewife Working
Luxury 10 6 2
Necessity 36 24 10
Both 8 2 2


0
10
20
30
40
50
60
Students Housewives Working
F
r
e
q
u
e
n
c
y

Category of Respondents
Perception about Cosmetics
Yes No 500-1000
69


Factors behind buying decision
The following table shows the major factors which influences the buying decision of a
consumer. It has been observed for students brand matters deeply while housewives
and working women arent that much brand sensitive.
Price is the prime factor which directly influences the buying patterns of students
whereas working women lay stress than housewives while purchasing. Quality of a
product is not considered by majority of the consumers but few students are quality
conscious. Packaging is the least important factor for the consumers of every genre. It
has been observed that ease of use availability is not given more weightage while
buying a cosmetic product


Factors Students Housewife Working
Brand 40 8 8
Price 48 12 5
Quality 24 4 10
Packaging 6 2 4
Ease of Use 14 6 2
Availability 20 4 2

70



0
10
20
30
40
50
60
70
80
90
Students Housewives Working
F
r
e
q
u
e
n
c
y

Category of Respondents
Factors affecting buying decisions
Yes No 500-1000
1000-2000 More Availability
71


Sourceofinformation
The main source of information was observed from beautician that majority of
students use cosmetics as compare to housewives and working women
.according to doctors and shopkeepers working women do not use cosmetics in
comparison to students and housewives . While friends says that cosmetics are
more popular among students rather than housewives and working women.
Majority of information was gathered by the students
Sources Students Housewives Working
Beautician 34 10 6
Doctors 8 4 0
Shop-keepers 4 2 0
Friends 48 16 8
Media 30 24 12


0
10
20
30
40
50
60
70
Students Housewives Working
F
r
e
q
u
e
n
c
y

Category of Respondents
Sources of information
Yes No 500-1000 1000-2000 More
72


Outletsfor purchase
The following data represents the outlets for purchasing cosmetics
Majority of the students would go for general stores rather than housewives and
working women. Exclusive cosmetic stores would be more visited by students in
comparision to housewives and working women. As compare to housewives and
working women ,beauty parlours are more visited by students.
Minority is of housewives and working women who would like to go for cosmetic
stores.

Outlets Students Housewives Working
General Stores 46 24 10
Exclusive Cosmetic 4 0 0
Beauty Parlours 28 4 3
Cosmetic Stores 14 4 2

73



0
10
20
30
40
50
60
70
Students Housewives Working
F
r
e
q
u
e
n
c
y

Category of Respondents
Outlets for purchase
Yes No 500-1000 1000-2000
74



Expenditureoncosmetics
The following table shows the amount of expenditure spent on cosmetics by
students ,housewives and working women;
Students pay more for cosmetics in comparison to housewives and working
women .in range of 200-500 amount of expenditure students and housewives are
more seen .in range of 500-1000, housewives are observed more as compare to
students and working women.in range of 1000-2000 amount of expenditure
students and working women are observed equally.

Expenditure Students Housewives Working
0-200 8 4 0
200-500 32 12 0
500-1000 4 10 0
1000-2000 4 2 4
More 6 0 10

75


0
10
20
30
40
50
60
70
Students Housewives Working
F
r
e
q
u
e
n
c
y

Category of Respondents
Expenditure on cosmetics
Yes No 500-1000 1000-2000 More
76



Effectofcosmeticadvertisement
The following table shows the effect of cosmetic advertisement for students
,housewives and working women
Cosmetic advertisement has been observed to be more useful for students and
equally helpful for housewives and working women. But it is not very useful for
housewives as comparatively to students and working women.

Effect Students Housewives Working
Help 36 8 8
Not Help 18 24 6


0
10
20
30
40
50
60
Students Housewives Working
F
r
e
q
u
e
n
c
y

Category of Respondents
Effect of Advertisements
Yes No
77



Typeofcosmetics
The following table shows the type of cosmetics used by particular class of consumers.
It is concluded that majority of the cosmetic consumer population prefer using herbal
products whereas the number of non-herbal products in each consumer category was
vey less.
Type Students Housewives Working
Herbal 40 22 10
Non-herbal 14 10 4



0
10
20
30
40
50
60
Students Housewives Working
F
r
e
q
u
e
n
c
y

Category of Respondents
Type of Cosmetics
Yes No
78



Brandswitching
The following table shows the data of brand switching amongst the various consumers. It
was an eye opener when seen that most of the consumers of all the age groups switch the
brands very often. Whereas the case in students was little different as shown in the table
34% of the students do not change their brands whereas 20% of the students switch their
brands quite often.
Attitude Students Housewives Working
Change 34 22 10
Not change 20 10 4


0
10
20
30
40
50
60
Students Housewives Working
F
r
e
q
u
e
n
c
y

Category of Respondents
Brand switching
Yes No
79



Samebrandforallexistingproductcategory
When it was been asked to the consumers about the usage of the same brand for all
products it was found that most of the consumers form every age group were not using the
same brand for every product they consumed. The ratio of students and housewives in
this scenario was equal but it varied little in case of working women.

Response Students Housewives Working
Yes 10 10 2
No 44 22 12


0
10
20
30
40
50
60
Students Housewives Working
F
r
e
q
u
e
n
c
y

Category of Respondents
Same brand across all products(as far as
possible)
Yes No
80



Experienceofduplicity
The following table represents the number of consumer who have experienced duplicity.
When asked about the duplicity of the products it was found that only few of the consumers
including housewives, working women and students experienced duplicity and majority of
the consumer never came across any kind of duplicity when the cosmetic products were
concerned.
Experience Students Housewives Working
Yes 12 12 2
No 42 22 12



0
10
20
30
40
50
60
Students Housewives Working
F
r
e
q
u
e
n
c
y

Category of Respondents
Ever come across a duplicate
Yes No
81



Regardinghealthyimpressionaboutthequalityofcosmetics.
The table below shows the concern of a consumer regarding the healthy impression of the
product. Most of the students and working women are highly conscious of choosing a
healthy brand. So far as the case of housewives is concerned it was seen that almost
equal half of this population is having a check about the effect of cosmetics on their and
half were completely unawared.
Response Students Housewives Working
Yes 78 56 71
No 22 44 29


0
10
20
30
40
50
60
Students Housewives Working
F
r
e
q
u
e
n
c
y

Category of Respondents
Opinion regarding positive effects on health
Yes No
82



BrandUsageinthefamily
The following data represents the use of brand in family.
It is commonly seen that majority of the consumers of various age groups use the same
brand which is used in their family. It has been seen in most of the students that lot of
them also use different brands which are not consumed in their family.
Whereas such a case is less when compared with housewives and working women.

Brand Students Housewives Working
Same 32 22 8
Difference 22 10 6


0
10
20
30
40
50
60
Students Housewives Working
F
r
e
q
u
e
n
c
y

Category of Respondents
Brand preferrence in the family
Yes No
83


PriceversusUtility
The following table shows the price and utility factors which effect the actual purchase
of the product.
Majority of the consumers of all age groups working and non- working get affected by
the value of money which a product provide. Whereas the case amongst students lie
almost same , lot of them keep a strict eye when the utility of the product is concerned.
Perception Students Housewives Working
Yes 22 20 10
No 32 12 4



0
10
20
30
40
50
60
Students Housewives Working
F
r
e
q
u
e
n
c
y

Category of Respondents
Price versus Utility satisfaction
Yes No
84






Chapter - 5
Findings &
Suggestions
85

Findings
Inthepresentscenario,allthefemalesusecosmetics.Howeverthenumberofcosmetics
usedvaries.Thehighestresponseisbeingshownbyworkingwomen,nextbystudentsandle
astby Housewife women.
Nearly,allthefemalesusebrandedproducts.
Cosmetics are generally used for improving there looks and personality. Using
cosmetics gives them psychological satisfaction and give to their body.
Cosmetics now a days has become a necessity for all the females.
Cosmetics are purchased keeping in mind the brand name, price and quality.
Packaging and ease of use do not hold much significance. This is true for all the
three categories.
Friends and media play a very important role in making females aware
ofcosmetics.
Cosmetics are generally purchased from general stores by all the threecategories
offemales.
Working women spend more on cosmetics on an average thanhousewives and
student.
Cosmeticshaveaftereffectthoughtheirfrequencyisveryles.Buttosatisfytheirshortter
mneedtheyarebeingused.
Advertisementsplayaroleinhelpingcustomerdecideonspecificbrand
ofcosmetics.Studentsandworkingwomeninfluencedmore.
Workingwomenbuycosmeticsinmediumsize,studentinsmallsizeand
workingwomeninlargeinsize.
Thereistrendtouseherbalcosmetics.Duetotheawareness,theill-
86

effectsarebeingconsideredwhilebuyingthem.
Customerwhilepurchasingcosmeticsarenotbrandloyal.
Nobrandassuchisprovidingallthepopularproductsincosmetics.
Duplicityalthoughverylessisbeingexperiencedwhichresultinbrandswitching.
Creatingvarietyofcosmeticsofaparticularbrandcreatesahealthyimpressioninthe
mindofcustomerstoaconsiderableextent.
Priceofcosmeticsisfoundtobeconsummatewiththeutilityitoffers.

Suggestions
Marketers should try to create brand loyalty by special changes in product.
They should try to generate positive word of mouth by delivering quality products.
Duplicity should be checked as per standards.
Proper attention should be given to make cosmetics free of aftereffects.
For the promotion purposes, more attention to be given to general and
cosmetic store.
As media plays an important role, TV and magazines should be properly exploited
more.
Celebrities and beauty consultants should be included in advertisements for
making them more effective.


87




References

88

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92





Annexures
93

Questionnaire
Consumer buying behavior as regards cosmetics
1) Do you use cosmetics?(Yes/No)
if yes, then please specify their categories below

2) Which cosmetics do you use?
Branded ( )
Local ( )
3)Reasons for buying and using cosmetics are
To improve personality ( )
Social influences ( )
Fashion and status symbol ( )
Health point of view ( )
Psychological satisfaction ( )
4)What is your opinion about cosmetics?
Luxury ( )
Necessity ( )
Both ( )
94

5)What factors do you consider while purchasing cosmetics?
Brand ( )
Price ( )
Quality ( )
Packaging ( )
Ease of use ( )
Availability ( )
6)What are the sources that make you aware of cosmetics?
Beauticians ( )
Doctors ( )
Shopkeepers ( )
Friends ( )
Media ( )
7)From where do you purchase cosmetics?
General stores ( )
Exclusive cosmetics stores ( )
Beauty parlors ( )
Cosmetics stores ( )
8)How much on an average do you spend on cosmetics?
0-50 ( )
95

50-100 ( )
100-150 ( )
150-200 ( )
More ( )
9)Do you think cosmetics advertisements help you to decide on type and specific brand
of cosmetics? If yes recall.
10)What type of cosmetics do you like to buy?
A) Herbal ( )
B) Non Herbal ( )
11)Do you regularly use the same brand of cosmetics or change the bran
frequently? If yes, then reasons for changing.
Prince change ( )
New brand introduction ( )
Product improvement ( )
Package changes ( )
Advertising intensity ( )
Any other ( )
12) Do you use the same brand of cosmetics for all the existing product categories in
cosmetics? (Yes/No)
13) Have you ever experienced any inferiority/duplicity in cosmetics you have
purchased. If yes, how has that influenced your buying behaviour?
96

Brand switching ( )
Category switching ( )
Brand loyal ( )
Any other ( )
14) Does variety of cosmetics of a particular brand create a healthy impression on
your mind about the quality of cosmetics?
(Yes/No)
15) Does all your family members use same brand/ type of cosmetics
Same ( )
Different ( )
16) Do you think that the price of cosmetics in general is consummate with the utility
they offer?
(Yes/No)

Name
Age
Profession
Address

97

Timeline of Cosmetics
Prehistoric times Early modern humans decorated themselves with natural pigments
found in plants and fruits.
10000 BC First proof of sacred oil (olive oil, castor oil) use in Ancient Egypt.
3300 BC Tribes in Southern Europe started tattooing their skin.
3200 BC Women in Mesopotamia (modern day Iraq) started manufacturing first
manmade cosmetic products in the world.
3100 BC Among many ceremonial items found in the five thousand year old Egyptian
tombs, few are thought to be palettes that were used for grinding of cosmetic
ingredients.
3000 BC Chinese start painting their fingernails with colors extracted from natural
sources.
1500 BC Cosmetic products became commonplace in Egypt. They were used by
everyone except lowest class of citizens and slaves. Aristocracy embraces fashion of
white skin, face mascara and dark eyeliners. Priest integrated sacred oils into their
religious and magic ceremonies.
1500 BC In the Far East, fashionable Japanese started painting their skin in white
with rice powder.
1000 BC Egyptian tradition of public bathhouses spawns the development of various
medicinal and cosmetic oils, soaps and pastes. Greek aristocracy starts using cosmetic
products (face powder, red lipstick) to visually distance themselves from the rest of the
population.
600 BC Babylon becomes the biggest perfume trader of the ancient world.
500-200 BC Cosmetic products start spreading across entire Roman Empire.
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189 BC Roman Empire females becomes totally enchanted with expensive foreign
cosmetics, to the point when Senate managed to bring the law that totally forbids its
use. This law was active for only 6 years, before it was quickly repelled after enormous
riches were brought into Rome from the sacked Carthage.
100 BC Christian females decided not to use too much cosmetics, which started the
belief of future Catholic Church that cosmetic products are items of heretics and devil
worshipers, especially red lipsticks.
200 to 1000 AD Cosmetic products almost disappear from the Europe. Catholic
Church openly discouraged their use, promoting their religious and medicinal threats.
936-1013 Arab physician, surgeon and chemist Abulcasis (also known as father of
the modern surgery) invented solid lipsticks, which could be applied to the lips without
the need for paintbrush.
1000 Cosmetic products slowly become to spread across the Europe. Their use is still
discouraged, but lower classes of population (especially prostitutes and feminine males)
continue to use them in the next 800 years.
1500s Court of English Queen Elizabeth I popularized the fashion of stark white faces
and painted lips. Sadly, their white paint contained toxic ingredients that could cause
serious illnesses.
1700s White geisha paint becomes popular in Japan.
1888 First deodorant.
1892 Fashion magazine Vogue launched in the US.
1896 Colgate introduces toothpaste in tubes.
1904 Max Factor established in Los Angeles, it specializes in the production of film
actor cosmetics.
1907 Safe synthetic hair dye invented by LOreal.
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1915 Portable lipstick invented.
1917 Maybell launches Maybelline cake mascara.
1920 Rimmel produces first non-toxic European mascara, eyebrow pencils become
popular, and film actors start become primary propagators of new fashion trends.
1930 Max Factor launches first lip gloss.
1936 LOreal invents sunscreen.
1948 - Hairspray is invented.
1950 After WW2, cosmetics become international business that creates enormous
profits.
1965 Aerosol deodorants.