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Cosmetics India: consumer behaviour report

Skin or eye reaction drives 11% of buying decisions, with 64% of opinions being negative.

Built from 3,500+ consumer conversations. Not purchase data and not a representative survey. 10 chapters · 9 exhibits.

From the executive summary

• Shade and undertone mismatch is a significant pain point, with 46% of consumer opinions being negative.
• Price is a notable driver of buying decisions at 8%, yet 35% of consumer opinions are negative.

Table of contents

1. The questions that matter: The questions a brand team asks first, answered in full
2. Demand and segments: Who buys, why they start, and what makes them choose one brand over another (4 exhibits)
3. Segment by segment: What each segment wants, which brands win it, and how to move it
4. Price: Price bands, how consumers judge value, and what makes a premium acceptable (1 exhibit)
5. Trust and claims: Which claims consumers believe or doubt, and the proof they look for (1 exhibit)
6. Brand by brand: How each top brand positions itself, and how consumers see it
7. Channels: Where consumers buy, why, and the problems they report in each (1 exhibit)
8. Who influences them: Who consumers listen to before they buy (1 exhibit)
9. What to do: Moves for your team, ranked by impact and effort (1 exhibit)
10. Sources and method: How the report was built and where every finding comes from

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