CRAFTING EFFECTIVE MARKETING STRATEGIES FOR GLOBAL SUCCESS IN THE BEAUTY AND COSMETIC INDUSTRY

Abstract

The global beauty and cosmetics industry has grown tremendously over the years, and so has its marketing potential. Valued at an impressive $532 billion industry in 2019, it can seem intimidating to get your foot in the door of such a saturated market for many upcoming and less established brands. However, when it comes to marketing strategies for beauty and cosmetics brands, there are no limitations. There is so much growth potential in the beauty industry. Prior to the pandemic, brick-and-mortar stores like Sephora or Shoppers Drug Mart’s Beauty Boutique dominated beauty sales with 85% of beauty products being purchased in person. It is in this context, an attempt has been made to examine the rising demand for beauty and cosmetic products in Indian market including global consumer behaviour intensions; to study the need for crafting effective marketing strategies for global success in the beauty and cosmetic industry; and to suggest how to crafting effective marketing strategies and a strong brand presence in Indian consumer market. Finally, this study concluded that the effective marketing strategies for global success in the beauty and cosmetic industry in the Indian consumer market require a nuanced approach that considers cultural diversity, embraces local preferences, leverages digital engagement, ensures regulatory compliance, values traditional practices, and aligns with the growing demand for sustainability and ethical practices. By addressing these aspects, beauty brands can position themselves for success in this dynamic and rapidly evolving market.