One way for cosmetic firms to achieve this is to have access to customer feedback. No place lends itself to this task better than the website and social networks. They not only enable firms to develop their understanding of customer needs but also provide a huge opportunity for a firm to impact customers’ purchase intentions, all the moiré as the internet and social networks keep growing. As Fan and Miao (2012) determined, today when people search for information about cosmetics they would like to buy, they increasingly tend to rely more on sources from the internet which can provide them with an abundance of information about cosmetics anywhere – in the comfort of their home and anytime