• Akshaya Ghaty Ravish
• Prof. Priya Vaz

The main purpose of this study is to examine and pinpoint the specific ways that cosmetic product marketing and advertising affect customer purchasing behaviour. The study contains several research articles and studies carried out in several nations, towns, and locations. It takes into account the psychological characteristics of the respondents and their attitudes toward cosmetics, as well as the ethical, social, and legal implications of marketing cosmetics. The literature review has led to the conclusion that advertising meets both consumer and business needs. No other mechanism can take its place. As a result, businesses must plan their marketing and advertising campaigns and know when and where to launch them. Consumers must be informed about items, and until that happens, businesses' products will continue to be sold in stores even when there is no customer desire for them. However, most of the research papers mostly focused on synthetic or chemical-based cosmetics, which signifies that more research needs to be conducted in the organic cosmetics market.

Cosmetic Products, Marketing, Consumer Behaviour, Brand Loyalty

"MARKETING INFLUENCE OF COSMETICS ON CONSUMER BEHAVIOUR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 11, page no.f403-f406, November-2022, Available :http://www.jetir.org/papers/JETIR2211551.pdf

"MARKETING INFLUENCE OF COSMETICS ON CONSUMER BEHAVIOUR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 11, page no. ppf403-f406, November-2022, Available at : http://www.jetir.org/papers/JETIR2211551.pdf