• Muskaan Bhayani

This study was carried out by the researcher to find out how cosmetic advertisements impact a specific age group, here the age group being women above the age of forty. Not a lot of research has been conducted on how specific cosmetic company’s advertisements affect this target group, and the researcher decided to choose Maybelline, as it is one of the most widely used cosmetic brand among women. Along with that, this study will be helpful not only to Maybelline, but also other cosmetic companies who wish to make their advertisements more sensitive and relatable to this target age group. The objectives of the study were: 1. To find out the extent to which the cosmetic advertisements affect the purchase decision of the women 2. To find out if the advertisements have a positive or negative impact on the women 3. To find out whether these advertisements portray an unrealistic standard of beauty 4. To find out the importance of makeup in older women and to analyze so what extent the impact of these advertisements has on their self confidence To get an in-depth analysis of the impact of Maybelline cosmetic’s advertisements on women above the age of forty in Mumbai suburban, an adequate number of responses were needed. Therefore, the sample size of this research was 192 respondents. Two types of data were collected, primary and secondary data. The primary data was collected by the researcher through a questionnaire created on google forms which was then circulated among women above the age of forty in the suburban Mumbai region. The secondary data was collected through articles and research papers published online which were surrounding the topic itself, or around similar research problems. However, throughout the research process, the researcher realized that the topic in focus was relatively unexplored. Quantitative and Qualitative analysis, both were used in this particular study. Qualitative analysis techniques were used in the form of distributing a survey to understand the thinking of older women seeing these advertisements better. Descriptive statistical techniques were then applied to calculate the mean, median, mode and standard deviation to help understand the respondent’s answers better. After extensive research and data analysis, the researcher came to a detailed conclusion. Overall, the researcher concluded by saying that it is important for cosmetic companies like Maybelline to ensure that their advertisements are consumer friendly for all customer segments and cater to all their needs so as to make certain that the impact that they have on the women viewing these advertisements is positive.

"STUDY ON THE IMPACT OF MAYBELLINE COSMETIC ADVERTISEMENTS ON WOMEN (ABOVE THE AGE OF 40) IN MUMBAI SUBURBAN", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 9, page no.d16-d67, September-2021, Available :http://www.jetir.org/papers/JETIR2109304.pdf

"STUDY ON THE IMPACT OF MAYBELLINE COSMETIC ADVERTISEMENTS ON WOMEN (ABOVE THE AGE OF 40) IN MUMBAI SUBURBAN", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 9, page no. ppd16-d67, September-2021, Available at : http://www.jetir.org/papers/JETIR2109304.pdf