Behavior of Beauty Product Consumers in India
Initially Indian consumers preferred functional products. In other words, they
paid attention to product functions such as colour, quantity and permanence.
However, the booming middle class, rising disposable income levels, west-
ernisation, and pervasive media, all have had a huge impact on the beauty
market in India. Slowly consumers started to choose more attractive products
rather than functional products. Nowadays, they want to be cool and fashion-
able and also feel good. Furthermore, there is an increasing awareness of health
issues. Consumers are increasingly concerned about the safety and quality of
the beauty products.