Beauty Today : Understanding Female Cosmetic Related Behaviors and Consumption Drivers

Abstract

The $350 Billion Cosmetic Industry changes frequently with shifts in consumer preferences and innovations. To keep up with the changes, cosmetic companies must understand the motivations and behaviors of women today when it comes to purchasing cosmetics. The literature currently provides little understanding regarding cosmetic consumption. The purpose of this research was to analyze the phenomena of female cosmetic consumption. We investigated attitudes towards cosmetics, usage patterns, behavioral and personality inventories, as well as demographics. Cosmetics are used in nearly all societies around the world, and refers to any of the several preparations that are applied to the human body for beautifying, preserving, or altering the appearance.