Makeup – To Beautify? Or To Attract?

By

Karthigeyan. SDinesh kumar N GNaveen Vishnu S

Ashwin U K

Contents

Purpose of the Study Importance of the Study Relevance of the Study Literature Review

Purpose of the Study

To identify the intention of girls to use makeup Is it to beautify themselves? Is it it attract others? What do others, specifically men, understand about

this?

Importance

To help understand attitudes of girls between 18 and 27 years at PSGIM

To help understand perceptions of such girls and boys in the same age group

To help potential 'grooms' and 'brides' to make informed decisions while making “life-partner decisions”

Relevance

Indian Makeup Industry valued at $224.4 mn Estimated to reach $308.9 mn by 2017 Intense competition among players Need to educate people that make-up is only skin-

deep

Literature Review

Guthrie, M. F., & Kim, H. S. (2008). The relationship between consumer involvement and brand perceptions of female cosmetic consumers. Journal of Brand Management, 17(2), 114-133.

Buzzback Market Research. (2006) Exploring Beauty: Her Self-image, Attitudes, and Beliefs. New York, Available from http://www.buzzback.com

http://www.wisegeek.org/why-do-women-wear-makeup.htm