The document discusses trends in the Indian cosmetics industry. It notes that Indian women see beauty as encompassing both physical appearance as well as personality traits like confidence. Cosmetics brands aim to appeal to this broader conception of beauty with taglines emphasizing self-worth. The document also discusses consumers wanting to test products before purchase, the influence of social media and bloggers on buying decisions, and Maybelline India targeting young consumers through social media and brand ambassador Alia Bhatt.

2. The need for cosmetics is generally seen
as the self esteem need, where Indian
women perceive beauty not just in
terms of face, but also in terms of a fit
body, confident attitude, and impressive
personality.
Thus, brands try to cater to this specific
need with taglines like
L’Oreal: Because I’m worth it.
Maybelline: May be she’s born with it.
May be it’s Maybelline
Lakme: On top of the world.

3. Sephorization
• Consumers want to try
before they buy.
• In store sales girls exerts
an influence over the
purchase.
• Trial stations are
playground for consumers
to decide for themselves
what’s worthy of a credit
– card swipe after trying
the product.

4. Specific variety for a specific need
• The budding belief of consumers that a single brand
is not the answer to all their problems.
• Multiple varieties of a product to satisfy the
multicultural needs.
• Constant pressure to be on toes with complete
soundness in every product line being offered.
• (Ad)

5. Most purchases are planned
• Influence of word of mouth in decision
making.
• DIY research - beauty blogs and YouTube.
• Buyers cannot be fooled by biased advice of
the sales person.
• Brands like Cover Girl, Mac, and Lakme tried to
influence with the help of mobile application
and social media presence.

6. Maybelline New York India
• The make up requirements of a young teenage girl differs
from that of a woman.
• Trendy, innovative products infused with young girls energy –
16 to 25years.
• Brand Ambassador – Alia Bhatt, to represent young, bubbly,
and lively spirit of the brand.
• Heavy Social Media Marketing and crowd sourcing.
• Ad(https://www.youtube.com/watch?v=NC35iCsiXro&list=RD
NC35iCsiXro#t=124 ) from 0:00 to 1:02 and 1:51 to 2:02