Understanding the Cosmetic Consumer: The Inte...

Understanding the Cosmetic Consumer: The Interplay of Gender, Social Media, and Brand Perception

Author Name : Dr. Pallavi Rallan, Ananda Krishnan, Navya Mehta, Shriya Agarwal, Siddhant Salian, Anusha Popli

ABSTRACT This research examines the influence of gender, social media platforms, and psychological factors on consumer behaviour in India's rapidly growing cosmetics market, projected to reach USD 18.4 billion by 2032. Using survey data from 201 Mumbai residents, the study addresses how gender shapes purchasing decisions, finding women significantly more influenced by anchoring bias, instant gratification, and sensory appeal compared to men. Instagram and YouTube proved most influential across genders, with Facebook showing stronger impact on women and LinkedIn having greater relevance for men. The research contributes valuable insights for marketers to develop targeted strategies—emphasizing price signals and aesthetics for women while maintaining consistent messaging around brand loyalty and exclusivity across genders. The study progresses through market overview, literature analysis, methodology, gender-based findings, social media influence patterns, strategic recommendations, and acknowledges limitations of Mumbai-centric sampling while suggesting areas for future research.