Issue Details

A STUDY OF INDIAN ORGANIC COSMETIC BRANDS WITH REFERENCE TO YOUNG WOMEN USING INSTAGRAM MARKETING

ABSTRACT

In this era of constant connectivity, beauty products and companies have found a natural home on the web. Brands are increasingly turning to Instagram marketing in an effort to attract and persuade new consumers. This thesis examines the impact of the social media app Instagram on the organic cosmetics business and the purchasing habits of female customers. The goal is to learn what characteristics of Instagram posts are most helpful in conveying the proper message about natural cosmetics to consumers. Different Instagram content elements, such as the organic beauty market, educational content, influencer-follower relationships, brand-follower relationships, and the distinction between marketing and promoting a product, must be taken into account before reliable conclusions can be drawn. What exactly is the procedure for Instagram product placement? Is openness crucial in determining the level of consumer involvement? I was wondering how the bond between a brand and its fans affected ROI. What kind of reputation does Instagram have in the natural cosmetics industry? This study is a two-part investigation of the prevalence of natural and organic cosmetics among today’s young women. Examining if Indian Organic beauty companies have made a splash on Instagram and researching whether Instagram marketing has a significant effect on getting young women to buy Indian Organic beauty products.

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