“PERCEPTION OF WOMEN TOWARDS COSMETIC PRODUCT OF

MAYBELLINE IN COMPARISON TO LOREAL”

A report submitted in partial fulfillment of the requirement for the

Award of Degree of

MASTER OF COMMERCE
IN THE DEPARTMENT OF COMMERCE
ERAM GIRLS' DEGREE COLLEGE

AFFILIATED TO UNIVERSITY OF LUCKNOW

Submitted by : Under guidance of:

Miss. Farheen Siddiqui Mr. Mohammad Fahad
M.COM 4th Semester Assistant Professor
Roll no. 2210302120009 Department Of Commerce
 SUPERVISOR'S CERTIFICATE

This is to certify that the dissertation titled “PERCEPTION OF WOMEN TOWARDS

COSMETIC PRODUCT OF MAYBELLINE IN COMPARISON TO LOREAL” is a

bonafide work done by Mr. Mohammad Fahad, in partial fulfillment of the requirements

for the Award of Degree of Masters In Commerce by Eram Girls Degree College,

Indiranagar, Lucknow, affiliated to University of Lucknow and this dissertation work is

the original work of the candidate and the dissertation has not formed the basis for the

award at any other Degree, Diploma, associateship, Fellowship or other similar titles

previously.

Date: MR. MOHAMMAD FAHAD

Assistant Professor
Department of Commerce
Eram Girls Degree College
 DECLARATION

I, FARHEEN SIDDIQUI, hereby declare that the presented Dissertation Report titled PERCEPTION

OF WOMEN TOWARDS COSMETIC PRODUCT OF MAYBELLINE IN COMPARISON TO

LOREAL”is uniquely prepared. This has been under taken for the purpose of partial fulfillment of

M.COM. program at Department of Commerce. Eram Girls' Degree College, Lucknow.

I also confirm that the report is only prepared for my academic requirement, not for any other purpose. It

is an authentic work and has not been submitted or published anywhere else.

Date:
Place: Lucknow
Signature of Candidate
MISS. FARHEEN SIDDIQUI
ROLL NO. 2210302120009
 ACKNOWLEDGEMENT

It offers me a great pleasure to acknowledge and offer gratitude to all who have directly or

indirectly helped through the course of this project.

I am highly grateful to the Head of Department of Commerce for giving me proper guidance

andadvice and facility for the successful completion of my project report. It gives me a great

sense of pleasure to present my project report undertaken during Master of Commerce. I owe

special dept of gratitude to my supervisor Mr. Mohammad Fahad (Assistant Professor),

Department of Commerce, Eram Girls' Degree College, Lucknow for his constant support and

guidance throughout the course of my work.

I would also like to extend my gratitude to my family members and friends for their help and

their encouragement throughout this course of project work.

MISS. FARHEEN SIDDIQU

 Table of content
S.No. Particulars Page No.

1. Introduction 7-16

2. Review of literature 17-58

3. Objective of the study 59-60

4. Scope and importance of the study 61

5. Research methodology 62-67

6. Data analysis and interpretation 68-84

7. Findings 85-87

8. Limitation 88-90

9. Conclusion 91-93

10. Recommendations 94-95

11. Reference 96-98

12. Annexure 99-101

5
INTRODUCTION

6
 INTRODUCTION

Perception refers to the process by which a women selects, organizes, and

interprets information/stimuli inputs to create a meaningful picture of the

brand or the product. It is a three stage process that translates raw stimuli

into meaningful information.

the theory of women choice relates perceptions (for the consumption of

both goods and services) to consumption expenditures; ultimately, this

relationship between perceptions and consumption expenditures is used to

relate perceptions to women demand curves. The link between personal

perceptions, consumption, and the demand curve is one of the most closely

studied relations in economics. Customer perception theory is a way of

analyzing how women may achieve equilibrium between perceptions and

expenditures by maximizing utility as subject to women budget constraints.

Perceptions are the desires by each individual for the consumption of goods

and services that translate into choices based on income or wealth for

purchases of goods and services to be combined with the women's time to

define consumption activities. Consumption is separated from production,

logically, because two different women are involved. In the first case

consumption is by the primary individual; in the second case, a producer

might make something that he would not consume himself. Therefore,

7
different motivations and abilities are involved. The models that make up

women theory are used to represent prospectively observable demand

patterns for an individual buyer on the hypothesis of constrained

optimization. Prominent variables used to explain the rate at which the good

is purchased (demanded) are the price per unit of that good, prices of related

goods, and wealth of the women.

The fundamental theorem of demand states that the rate of consumption falls

as the price of the good rises; this is called the substitution effect. Clearly, if

one does not have enough money to pay the price, then they cannot buy any

of that item. As prices rise, women will substitute away from higher priced

goods and services, choosing less costly alternatives. Subsequently, as the

wealth of the individual rises, demand increases, shifting the demand curve

higher at all rates of consumption; this is called the income effect. As wealth

rises, women will substitute away from less costly inferior goods and

services, choosing higher priced alternatives.

8
 Cosmetics

Beauty is the phenomenon of the experience of pleasure, through the

perception of balance and proportion of stimulus. It involves the cognition of

a balanced form and structure that elicits attraction and appeal towards a

person, animal, inanimate object, scene, music, idea, etc. Understanding the

nature and meaning of beauty is one of the key themes in the philosophical

discipline known as aesthetics. It is well known that people's skills develop

and change through their sense of beauty. Beauty is something that we

recognize instinctively. A baby of three months will smile longer at a face

judged by adults to be "attractive". Such beauty signals health and fertility.

Long lustrous hair has always been a sign of good health; mascara makes

eyes look bigger and younger; blusher and red lipstick mimic signs of sexual

arousal.

Definition of Cosmetics

Cosmetic means, "Products used for the purposes of cleansing, beautifying,

promoting attractiveness or alternating one's appearance". Cosmetics are

substances used to enhance or protect the appearance or odor of the human

skin. A subset of cosmetics is called "make-up," which refers primarily to

colored products intended to alter the user's appearance. Many

9
manufacturers distinguish between decorative cosmetics and care cosmetics.

Cosmetics include skin-care creams, lotions, powders, perfumes, lipsticks,

fingernail and toenail polishes, eye and facial makeup, permanent waves,

hair colors, hair sprays and gels, deodorants, baby products, bath oils, bubble

baths, bath salts, butters and many other types of products. Their use is

widespread, especially among women in Western countries.

The manufacturing of cosmetics is currently dominated by a small number

of multinational corporations that originated in the early 20th century, but

the distribution and sale of cosmetics is spread among a wide range of

different businesses.

The U.S. FDA which regulates cosmetics in the United States defines

cosmetics as: "intended to be applied to the human body for cleansing,

beautifying, promoting attractiveness or altering the appearance without

affecting the body's structure or functions." This broad definition includes

any material intended for use as a component of a cosmetic product. The

FDA specifically excludes soap from this category.

10
India and cosmetics

The Indian cosmetic Industry has witnessed rapid growth over the last

couple of decades. In that time the range of cosmetic and beauty products in

India has widened tremendously. Beauty products manufacturers in India

mostly cater to the great demand for cosmetics and toiletries that fall into the

low or medium-price categories as the greatest demand in India has always

been for these economically priced products.

However, in recent years in the cosmetics market India competitors have

begun to manufacture products to cater to an International need. For

instance, herbal cosmetics from India have a great demand in the overseas

market and many cosmetic products that are manufactured in India today are

supplied to international suppliers of branded cosmetics products like The

Body Shop for example. New facts that have been unveiled by a series of

cosmetics business market analysis India reveal that many International

companies are now outsourcing cosmetics to India and that tlie industry of

cosmetic products India is growing at an average rate of almost twenty

percent annually. This increase is attributed to two main factors. The first

being the increase for the demand in Indian cost-effective products and the

second being the increased purchasing power of the average Indian.

11
There are also many reasons for the increased demand for cosmetic products

in particular. With the introduction of satellite television and a wide array of

television channels as well as the Internet, the average Indian consumer is

constantly bombarded with advertisements and information on new cosmetic

products which often translates into the desire to purchase them. A boom in

the Indian fashion industry has also been linked to the increased awareness

of Indian people about their appearances and consequently contributed to an

increase in the demand for cosmetic products.

However, even with the massive surge in the popularity of cosmetic

products, statistics have shown that the average Indian consumer spends

much less on cosmetic products than consumers fi-om every other part of the

world. This means that the Indian cosmetic industry has an even greater

potential for growth than it is presently experiencing.

In the entire range of products that fall within the territory of the Indian

cosmetic and toiletries market, the most popular items are color cosmetics,

of which nail varnish, lipsticks and lip glosses account for the most sales. In

this area, popular local brand names include Lakme and Revlon. Skin-care

cosmetics have experienced a slower growth and products such as anti-

wrinkle creams, cleansers and toners, for instance are not as popular as facial

12
creams, moisturizers and fairness creams in this genre. Companies like

Ponds and Fair and Lovely rule the roost in this segment.

Maybelline In Comparison To Loreal are major players in the Indian

cosmetic sector of shampoos and hair products. However, the Indian hair-

care cosmetic sector now has a few foreign brands to compete with these

giants as well. Finally, one of the most popular cosmetic produced in India

are herbal cosmetics which have gained popularity internationally in recent

years. Shahnaz Husain, Emami and Biotique products are the most well-

known in this area.

Market Trends

Cosmetics and toiletries are not just the domain of women any longer and

Indian men too are increasingly taking to the use of more and more body

sprays, perfumes and other cosmetics and toiletries. With rising demand

from men, the Indian market is getting enlarged and many players are

coming out with cosmetic products especially skin care products for men.

The market size of men's personal care segment is estimated at

approximately US $ 165 million, with Gillette having the largest market

share. Other major players in this segment include Godrej, J.L. Morison and

HUL. The growing demand for men's cosmetics have made many direct

13
selling companies such as Medicare and Amway to launch new products for

men.

A glimpse of light is thrown about cosmetic market leaders in India. The

cosmetics and toiletries market in India is well developed and dominated by

multinational companies and a few large Indian companies. A few major

players, high entry barriers, fairly high rate of new product launches and

high advertisement spending characterize this segment. Major players in this

market are HUL, Procter & Gamble (P&G), Colgate Palmolive (CP), Reckitt

Benckiser, Godrej Consumer Products, Nirma and Himalaya ayurvedic

concepts. HUL is the market leader in majority of the toiletries and personal

care segment such as soaps/personal wash, oral care, fabric wash and talcum

powder. In oral care, Colgate Palmolive is a household name and until a few

years back was almost a generic name for toothpaste in India.

In the last eight/nine years, there has been a renewed craze for herbal

cosmetic and personal care products, especially in the skin care segment

with the growing belief that chemical-based cosmetics are harmful. Shehnaz

Hussain, Boutique and Lotus Herbals are the major players in this segment.

Many companies also expanded their range to include herbal variants. The

growing popularity for natural products also attracted many primarily health-

14
care companies such as Himalaya Drugs (with its Ayurvedic Concepts

range), and Dabur to launch natural-based cosmetic products.

The Indian cosmetic market, which has been traditionally a stronghold of a

few major Indian players like Lakme and Ponds has seen a lot of foreign

entrants to the market in the last decade. India is a very price sensitive

market and the cosmetics and personal care product companies, especially

the new entrants have had to work out new innovative strategies to suit

Indian preferences and budgets to establish a hold on the market and

establish a niche market for them.

15
REVIEW OF LITERATURE

16
 REVIEW OF LITERATURE

1. Brian Thomas (2002)- has mentioned that brand awareness plays an

important role in consumer perceptions.

2. Mohanty and Bhasker (2005)- have proposed a different

methodology to the consumers based on the decision support tool for

the internet shopping. This tool generally comprises of multiple

number of attributes of the products which are generally conflicting,

ambiguous and non-commensurable in nature. They have mentioned

in the following example, the data such as mileage, comfort,

maintenance cost, resale value and cost seems to be imprecise in

nature. Here fuzzy logic has been used to solve the complex issue.

3. ArjunChowdhri (2006)- has remarked that brand commitment is an

important determinant in buying behavior for consumers.

4. David B. Eastwood et al(1987)- have examined the consumer

behavior based on the purchase regularity, satisfaction, origin and

willingness to pay for selected local versus non-Tennessee grown

fresh produce.

5. Ali Nasr Esfahair(2012) - has analyzed the psychological factors on

consumer’s buying behavior. Soren W. Scholzet al(2010) have

stimulated and expanded on the substantial discussion on the

17
 perception measurement for complex attributes products which are

imprecise in nature and vague to predict which is suitable and where

to use which is based on paired comparison-based perception

measurement. To perceive and predict the decision, perception

measurement approaches are needed that accommodate large number

of attributes without overburdening the respondents. This study

provides empirical support for the predictive validity and managerial

usefulness of PCPM in understanding perceptions for complex

products.

6. Rachel Dardis and HoracioSoberon-Ferrer(1994)- have investigated

the rapport between automobile attributes and household

characteristics to consumer perceptions for cars. The analysis was

confined to households that purchased new cars in 1986 and employed

two-stage probit analysis. Results indicated that the coefficients of

five automobile quality attributes were statistically significant while

the coefficients of most household characteristics were not significant.

Households were interested in more fuel efficient and heavier cars as

well as cars with lower depreciation rates and a lower frequency of

repair are more likely to buy Japanese than non-Japanese cars.

18
7. Gary A. Knight (1984)- has compared the consumer perceptions for

goods made abroad and made in the home country by both home

country and foreign firms. Indeed he has suggested that the country of

manufacture and product quality strongly influence consumer decision

making in globally available product categories.

8. Timothy J. Ross(2010)- has given the concepts of fuzzification and

defuzzification to identify the key issues in the perfect way by giving

the due weightage to the parameters.

9. Venkato Rao R (2007) - has demonstrated the details of graph theory

and the matrix approach as decision making method in the

manufacturing environment. The linguistic terms with their

corresponding crisp scores were given. Instead of assigning arbitrary

values for various attributes, this fuzzy method reflects the exact

linguistic descriptions in terms of crisp scores. Hence, it gave better

approximation of linguistic descriptions that were widely used.

10.Zeenat Ismail et al(2012) - have compared a preferred solution

between global brand and local brand. It was designed to find out the

buying behavior patterns. It was suggested that consumer might

evaluates products based on information uses which were extrinsic

and intrinsic. The results revealed that most important factors that

19
influence a consumer’s final decision are the price and quality of the

product.

20
 MAYBELLINE

Maybelline New York, branded as Maybelline New York City, is

an American-based New York City multinational cosmetics, skin

care, fragrance, and personal care company headquartered in New York

City was founded in New York City in 1915, based in New York City and a

subsidiary of French cosmetics company L'Oréal.

History

1920 ad for Maybelline.

The Maybelline Company was founded in New York City by Thomas Lyle

Williams on 1915. Williams noticed his older sister Mabel applying a

mixture of Vaseline and coal dust to her eyelashes to give them a darker,

fuller look. He adapted it with a chemistry set and produced a product sold

locally called Lash-Brow-Ine. Williams renamed his eye beautifier

Maybelline in her honor. In 1917, the company produced Maybelline

Cake Mascara, "the first modern eye cosmetic for everyday use," and Ultra

Lash, the first mass-market automatic, in the 1960s.[4]

In 1967, the company was sold by Williams to Plough Inc. (now Schering-

Plough) in Memphis, Tennessee. The entire cosmetic production facility was

moved from Chicago to Memphis over one weekend. In 1975, the company

21
moved to Little Rock, Arkansas, where it is still located. In 1990, Schering-

Plough sold Maybelline to a New York investment firm, Wasserstein Perella

& Co. Maybelline’s headquarters remained in Memphis until its acquisition

by L'Oréal in 1996. Its headquarters was then moved to New York City in

1996 and its factory to Brooklyn in 2000.

Maybelline received a boost when the company hired Lynda Carter as the

company's beauty fashion coordinator after her television series ended; she

also appeared in several of its television and print advertisements. Josie

Maran, Miranda Kerr, Sarah Michelle Gellar, Melina Kanakaredes, Zhang

Ziyi, Siti Nurhaliza, Fasha Sandha, Sheetal Mallar, Julia Stegner, Jessica

White and Kristin Davis have endorsed Maybelline products. The current

faces of Maybelline are Adriana Lima, Christy Turlington, Charlotte Kemp

Muhl, Emily DiDonato, Beatriz Shantal, Jourdan Dunn, Gigi Hadid,[6] Liza

Soberano and Urassaya Sperbund. In 1991, the company adopted its

advertising slogan “Maybelline, Maybelline Ooh La La” which was used

until 2001 when the tagline changed to "(Maybe she’s born with it) Maybe

it’s Maybelline”

22
Criticism

There is reasonable evidence that Maybelline products were tested on

animals. In 1989, L’Oréal ceased to use animal testing in finished products

prior to launch and committed to developing alternative methods. According

to a 2010 report, though, it is required by law in some countries to use

animal testing.

Collaborations

In January 2019, Maybelline collaborated with the German fashion

brand Puma for its limited edition collection that was marketed as

Maybelline X Puma. It was claimed as the multi-taking athleisure-inspired

collection and consisted of 5 products. Adriana Lima was chosen as the

ambassador for the collaboration

23
 PRODUCT RANGE

EYE MAKEUP

Step up your eyebrow makeup game right now, with the ultimate game

changer in brow beauty: Maybelline Brow Play Studio, paired with our all-

inclusive line of eyebrow makeup products. Try on, play, and fill, sculpt or

shape your way to your perfect eyebrows with our range of eyebrow gel,

eyebrow powder, eyebrow pencils, eyebrow filler, and more.

24
FACE MAKEUP

Flawless looks made possible. Fabulous foundations, powders, concealers,

primers, blushes, highlighters and face contouring makeup to help you get

any makeup look you're going for.

25
LIP MAKEUP

Let lips do the talking with our lip makeup! Find your perfect red lipstick

and matching lip liner, collect each of our exclusive lip gloss shades, or treat

your lips to lip balms that heal, protect, and beautify.

26
 L'Oréal

L'Oréal S.A.

Because we're worth it

Type Société Anonyme

Industry Personal care

Founded 1909

Founder Eugène Schueller

Headquarters 41 rue Martre, 92110 Clichy,France

Area served Worldwide

Key people Jean-Paul

Agon (Chairman andCEO), Liliane

27
 Bettencourt (Non-executive

director and major shareholder)

Products Cosmetics and beautyproducts

Revenue €22.98 billion (2013)

Operating €3.875 billion (2013)

income

Profit €2.96 billion (2013)

Total assets €28.219 billion (end 2013)

Total equity €20.005 billion (end 2012)

Number of 72,640 (end 2012)

employees

Subsidiaries The Body Shop

Website www.loreal.com

28
The L'Oréal Group is a French cosmetics and beauty company,

headquartered in Clichy, Hauts-de-Seine. It is the world's largest

cosmetics company, and has a registered office in Paris. It has developed

activities in the field of cosmetics, concentrating on hair

colour, skin care, sun protection,make-up, perfumes and hair care, the

company is active in the dermatology,toxicology, tissue engineering,

and biopharmaceutical research fields and is the

top nanotechnology patent-holder in the United States

History

In 1909, Eugène Schueller, a young French chemist of German descent,

developed a hair dye formula called Auréale. Schueller formulated and

manufactured his own products, which he then sold

to Parisian hairdressers. On 31 July 1919, Schueller registered his

company, the Société Française de Teintures Inoffensives pour Cheveux

(Safe Hair Dye Company of France). The guiding principles of the

company, which eventually became L’Oréal, were research and

innovation in the field of beauty. In 1920, the company employed three

chemists. By 1950, the teams were 100 strong; that number reached

1,000 by 1984 and is nearly 2,000 today.

29
Schueller provided financial support and held meetings for La Cagoule at

L'Oréal headquarters. La Cagoule was a violent French fascist-leaning

and anti-communist group whose leader formed a political

party Mouvement Social Révolutionnaire(MSR, Social Revolutionary

Movement) which in Occupied France supported the Vichy collaboration

with the Nazis. L'Oréal hired several members of the group as executives

after World War II, such as Jacques Corrèze, who served as CEOof

the United States operation. This involvement was extensively

researched by Michael Bar-Zohar in his book, Bitter Scent.

L’Oréal got its start in the hair-colour business, but the company soon

branched out into other cleansing and beauty products. L’Oréal currently

markets over 500 brands and many thousands of individual products in

all sectors of the beauty business: hair colour, permanents, hair styling,

body and skin care, cleansers, makeup and fragrances. The company's

products are found in a wide variety of distribution channels, from hair

salons and perfumeries to hyper - and supermarkets, health/beauty

outlets, pharmacies and direct mail.

L’Oréal has six worldwide research and development centres: two in

France: Aulnay and Chevilly; one in the U.S.: Clark,New Jersey; one

in Japan: Kawasaki, Kanagawa Prefecture; in 2005 one was established

30
in Shanghai, China, and one inIndia. A future facility in the US will be

in Berkeley Heights, New Jersey.

From 1988 to 1989, L’Oréal controlled the film company Paravision,

whose properties included the Filmation and De

Laurentiis libraries. StudioCanal acquired the Paravision properties in

1994.

L’Oréal purchased Synthélabo in 1973 to pursue its ambitions in the

pharmaceutical field. Synthélabo merged with Sanofi in 1999 to

become Sanofi-Synthélabo. Sanofi-Synthélabo merged with Aventis in

2004 to become Sanofi-Aventis.

On 17 March 2006, L'Oréal purchased cosmetics company The Body

Shop for £562 million.

L'Oréal's advertising slogan is "Because I'm worth it". In the mid 2000s,

this was replaced by "Because you're worth it". In late 2009, the slogan

was changed again to "Because we're worth it" following motivation

analysis and work into women psychology of Dr. Maxim Titorenko. The

shift to "we" was made to create stronger women involvement in L'Oréal

philosophy and lifestyle and provide more women satisfaction with

L'Oréal products. L'Oréal also owns a Hair and Body products line for

31
kids called L'Oréal Kids, the slogan for which is "Because we're worth it

too".

In 1987, during the growth years of the mail order business, L'Oréal

and 3 Suisses founded Le Club des Créateurs de Beauté for mail-order

sales of cosmetic products, with brands including Agnès b., Cosmence

and Professeur Christine Poelman among others. In March 2008, L'Oréal

acquired 3 Suisse's stake, taking sole control of the company. In

November 2013, L'Oréal announced that Le Club des Créateurs de

Beauté would cease activity in the first half of 2014.

In November 2012, L'Oréal inaugurated the largest factory in

the Jababeka Industrial Park, Cikarang, Indonesia, with a total

investment of USD$100 million. The production will be absorbed 25

percent by domestic market and the rest will be exported. In 2010,

significant growth occurred at Indonesia with 61 percent increase of unit

sales or 28 percent of net sales.

In January 2014, L’Oréal finalised the acquisition of major Chinese

beauty brand Magic Holidings for $840 million.

On 11 February 2014 it was announced that L'Oreal had sealed a deal

worth €3.4bn to buy back 8% of its shares from Swiss women goods

32
giant Nestle. As a result of the deal, Nestle’s stake in L’Oreal will be

reduced from 29.4pc to 23.29pc while the Bettencourt Meyers family’s

stake will increase from 30.6pc to 33.2pc. Nestle has owned a stake in

L’Oreal since 1974 when it bought into the company at the request

of Liliane Bettencourt, the daughter of the founder of L’Oreal and

world's richest woman, who was trying to prevent the French state's

intervention in the company.

On 20 February 2014, Shiseido agreed to sell its Carita and Decléor

brands to L’Oréal for €227.5 million (USD$312.93 million (2014)).

On 18 June 2014, L'Oréal agreed to acquire NYX Cosmetics for an

undisclosed price, bolstering its makeup offer in North America where its

women-products unit has faltered.

In September 2014, L’Oréal announced it had agreed to

purchase Brazilian hair care company Niely Cosmeticos Group for an

undisclosed amount.

33
Business

Corporate governance

Board of directors

Current members of the board of directors of L’Oréal are:

 Jean-Paul Agon, Chairman and CEO

 Jean-Pierre Meyers, Vice-Chairman of the Board of Directors

 Peter Brabeck-Letmathe, Vice-Chairman of the Board of Directors

 Françoise Bettencourt Meyers, Director

 Paul Bulcke, Director

 Charles-Henri Filippi, Director

 Xavier Fontanet, Director

 Bernard Kasriel, Director

 Christiane Kuehne, Director

 Marc Ladreit de Lacharrière, Director

 Jean-Victor Meyers, Director

 Virginie Morgon, Director

 Annette Roux, Director

 Louis Schweitzer, Director

34
Management committee

The management committee includes:

 Jean-Paul Agon, Chairman and Chief Executive Officer

 Laurent Attal, EVP Research and Innovation

 Jean-Philippe Blanpain, EVP Operations

 Nicolas Hieronimus, President Selective Divisions

 Brigitte Liberman, President Cosmetic Active division

 Marc Menesguen, President Consumer Products Division

 Christian Mulliez, EVP Administration and Finances

 Alexis Perakis-Valat, EVP Asia Pacific Zone

 Alexandre Popoff, EVP Eastern Europe Zone

 Sara Ravella, EVP Communication, Sustainability and Public Affairs

 Frederic Rozé, EVP of the Americas Zone

 Geoff Skingsley, EVP Africa - Middle East Zone

 An Verhulst-Santos, President Professional Products Division

 Jérôme Tixier, EVP Human Resources and Advisor to the Chairman

 Johen Zaumsel, EVP Western Europe Zone

Stockholders

As at year end 2013:

35
 Breakdown of share ownership: 33.31% by the Bettencourt family,

23.29% by Nestlé, 21.8% by international institutional investors,

9.3% by French institutional investors, 5,7% by individual

shareholders, 1.9% treasury stock and 0.7% by employees.

Sales, profits, etc.

In 2003, L’Oréal announced its 19th consecutive year of double-digit

growth. Its consolidated sales was €14.029 bn and net profit was €1.653

bn. 96.7% of sales derived from cosmetic activities and 2.5% from

dermatological activities. L’Oréal has operations in over 130 countries,

employing 50,500 people, 24% of which work in France. 3.3% of

consolidated sales is invested in research and development, which

accounts for 2,900 of its employees. In 2003, it applied for 515 patents. It

operates 42 manufacturing plants throughout the world, which employ

14,000 people.

 Cosmetics sales by division breakdown: 54.8% from women products

at €7.506 bn, 25.1% from luxury products at €3.441 bn, 13.9% from

professional products at €1.9 bn, and 5.5% from active cosmetics at

€0.749 bn.

36
 Cosmetic sales by geographic zone breakdown: 52.7% from Western

Europe at €7.221 bn, 27.6% from North America at €3.784 bn, 19.7%

from rest of the world at €2.699 bn.

In 2007, L’Oréal was ranked 353 in the Fortune Global 500.[18] The

company had earned $2,585 million on sales of $19,811 million. There

were 60,850 employees.

Joint ventures and minority interests

L’Oréal holds 10.41% of the shares of Sanofi-Aventis, the world's

number three and Europe's number one pharmaceutical company.

The Laboratoires Innéov is a joint venture in nutritional cosmetics

between L’Oréal and Nestlé; they draw on L’Oréal's knowledge in the

fields of nutrition and food safety.

Corporate Social Responsibility

Group-wide sustainability plan

L’Oreal announced a new sustainability plan in 2013, which they hope

will help reach the goal of 1 billion new women by 2020 by producing

more products with less environmental impact and helping women make

sustainable lifestyle choices. The main commitments to achieve by 2020

include: aiming for 100 percent of its products to have an environmental

37
or social benefit; reducing the company’s environmental footprint by 60

percent; and empowering women to make sustainable consumption

choices.

Sustainable Development

In 2009, L’Oréal declared their intention to cut greenhouse gas

emissions, water consumption and waste by 50% over the period 2005-

2015 – a reduction in carbon dioxide emissions that is to be in part

achieved by the use of solar panels, biogas and electricity and hot water

produced from the combustion of methane gas recovered from

agricultural waste.[21] In 2012, the company announced a 37.1%

reduction in C02 Emissions, a 24% reduction in water consumption and a

22% reduction in transportable waste, and was named a sector leader

by Climate Counts for its practices and achievements in the management

of carbon emissions. In 2014, L’Oréal made the commitment to ensure

that none of its products are linked to deforestation, and to source 100%

renewable raw materials by 2020. The group was included in the

Corporate Knights "Global 100" list of the 100 most sustainable

companies.

38
Position on animal testing

Since the 80's, L’Oréal has invested €900 million in researching

alternatives to animal testing for product safety, using methods such as

reconstructed skin models, like the Episkin model at their research

centers in Gerland, France, andPudong, China.

Nevertheless, this is complicated by markets such as China, where

animal testing of all cosmetics for human use is obligatory. Cosmetics by

brands such as The Body Shop, which refuses to do animal tests, are thus

not available on the Chinese market.

In 2013, L’Oréal was part of a consortium calling on the EU to invest

more in research on alternatives to animal testing.

Community involvement and awards

In 2014, L'Oreal was listed 61st among 1200 of India's most trusted

brands according to the Brand Trust Report 2014, a study conducted by

Trust Research Advisory, a brand analytics company.

In 2008, L'Oréal was named Europe's top business employer by The

European Student Barometer, a survey conducted by Trendence that

covers 20 European countries and incorporates the responses of over

91,000 students.

39
The L'Oréal-UNESCO Awards for Women in Science was established to

improve the position of women in science by recognizing outstanding

women researchers who have contributed to scientific progress.

The awards are a result of a partnership between the French cosmetics

company L'Oréal and the United Nations Educational, Scientific and

Cultural Organization (UNESCO) and carry a grant of $100,000 USD for

each laureate.

The same partnership awards the UNESCO-L'Oréal International

Fellowships, providing up to $40,000 USD in funding over two years to

fifteen young women scientists engaged in exemplary and promising

research projects.

L'Oréal organises every year the L'Oréal Brandstorm, an acknowledged

business game for students in 43 countries. The game is related to

marketing and has a first prize of $10,000, a second prize of $5,000 and a

third prize of $2500.

L'Oréal is also involved in the "Look Good...Feel Better"- project which

is a Beauty Industry Charity which was formed over 16 years ago to help

woman combat the visible side effects of their cancer treatment of which

L'Oréal is a founder member.

40
Research and innovation

Episkin

Episkin is a reconstructed skin model developed by engineers at L’Oréal

France to provide an Alternatives to animal testing.[32] Human skin

cells left over from breast surgery [32] are developed under in

vitro laboratory conditions to form sheets of reconstructed skin.[33] This

has advantages over animal testing other than the sparing of animals: it

can be adapted to create reconstructions of a range of skin colours, as

well as younger and older skin, meaning that safety tests give more

relevant results for humans. In 2006, the Episkin division acquired

SkinEthic, a leading tissue engineeringcompany.

The aim for L'Oréal is to produce products that cater to their diverse

women specifically, in the emerging markets that currently account for

53% of the entire global beauty market. Through these research

methods L’Oréal aims to tap into one billion new women in these

markets in the upcoming years.

In 2003, the L'Oréal Institute for Ethnic Hair & Skin Research was

inaugurated in Chicago to continue their research on African American

hair and skin among other ethnicities. The L'Oréal Group opened the

41
Predictive Evaluation Center in Lyon, France in 2011. This centre is

devoted to evaluating the quality of the products without testing on

animals. Additionally, L’Oréal built an international "Consumer

Insights" division as well as, regional Research and Innovation centres in

six countries: Japan, China, India, the United States, Brazil,

and France. The aim of these centres’ is to collect information on their

diverse women in order to develop products according to their various

needs. In 2011, L'Oréal announced its intention to build a Research and

Innovation Center in Bom Jesus Island Rio de Janeiro, Brazil. Estimated

at 30 million euros (70,000,000 reals), this project is expected to create

about 150 jobs by 2015.

The L’Oreal Global Hair Research Centre, a facility in Paris Saint-Ouen

opened in March 2012. It serves as the headquarters for the international

departments on hair color, hair care and hair styling. One of the largest

investments in company R&I history, the 25,000m² Centre hosts 500

employees. These include chemists, physico-chemists, opticians,

materials scientists, metrologists, rheologists, computer scientists and

statisticians. The facility offers automation, modelling and sensory

evaluation.

Litigation
42
Advertising

In May 2014, L'Oréal was one of several cosmetic manufacturers

(Clinique, Estee Lauder, Payot, Lancôme) ordered by the Therapeutic

Goods Administration in Australia to withdraw advertising regarding

the wrinkle removal capabilities of their products.

In the UK, L'Oréal has faced criticism from OFCOM regarding the truth

of their advertising and marketing campaigns concerning the product

performance of one of their mascara brands. In July 2014, the

British Advertising Standards Authority attacked L'Oréal for a television

advert on its "Telescopic" mascara, featuring Penélope Cruz, stating "it

will make your eyelashes 60% longer." In fact, it only made the lashes

look 60% bigger, by separating and thickening at the roots and by

thickening the tips of the lashes. They also failed to state that the model

was wearing false eyelashes.

In July 2015, the British Advertising Standards Authority took action

against L'Oréal, banning two airbrushed Lancômeadvertisements in the

UK featuring actress Julia Roberts and supermodel Christy Turlington.

The agency issued the ban after British politician Jo Swinson argued that

the two ads misrepresented reality and added to the self-image problem

amongst females in the UK. L'Oréal acknowledged that the photos had
43
been airbrushed but argued that the two cosmetic products could actually

produce the results depicted in the ads and that the results of the products

had been scientifically proven.

In June 2014 the company reached agreement with the U.S. Federal

Trade Commission not to make claims about its anti-aging products

unless it had credible scientific evidence supporting the claims. The

settlement followed an investigation by the commission into claims being

made in relation to two products, which the commission described as

"false and unsubstantiated."

44
Human resources

On 11 August 2005, the Supreme Court of California ruled that former

L'Oréal sales manager Elyse Yanowitz had adequately pleaded a cause of

action for retaliatory termination under the California Fair Employment

and Housing Act, and remanded the case for trial.[45] The case arose out

of a 1997 incident in which Jack Wiswall, then the general manager for

designer fragrances, allegedly told Yanowitz to fire a dark-skinned sales

associate despite the associate's good performance. When Yanowitz

refused, Wiswall pointed to a "sexy" blonde-haired woman and said

"God damn it, get me one that looks like that." Wiswall retired as

president of the luxury products division of L'Oréal USA at the end of

2006.

The company has recently faced discrimination lawsuits in France related

to the hiring of spokesmodels and institutional racism. In July 2007,

the Maybelline division and an external employment agency were fined

€30,000 for recruitment practices that intentionally excluded non-white

women from promoting its shampoo, "Fructis Style".[46] L'Oréal is

reported as saying the decision was "incomprehensible",[47] and would

challenge the measure in court.

45


L'Oréal Elvive shampoo in bathroom.

Controversy

Following L'Oréal's purchase of The Body Shop, who continue to be

against animal testing, The Body Shop founder DameAnita Roddick was

forced to defend herself against allegations of abandoning her principles

over L'Oréal's track record on animal testing. Calls were made for

shoppers to boycott The Body Shop.

In 1993, L’Oréal was faced with problems due to animal rights activists

who protested about the use of animal testing by the company.

Though protest group Naturewatch states that L'Oréal continues to test

new ingredients on animals,[49] the company has clarified that no animal

testing for finished products has taken place since 1989, that L'Oreal has

invested significantly in alternative methods for chemical safety

46
testing, and that tests on new ingredients make up less than 1% of all

safety tests.

Eugène Schueller, the company's founder, was an

alleged Nazi sympathizer. L'Oréal concedes that Schueller was ananti-

Semitic fascist. He was also a member of La Cagoule, which supported

the Vichy regime, and was a violent, pro-fascist and anti-communist

organization. Eugène bankrolled La Cagoule and some meetings of La

Cagoule were held at L'Oréal headquarters. Some of the criminal

activities perpetrated by La Cagoule include firearms transportation,

assassinating a former minister, and firebombing six Synagogues.[54][55]

Other controversy arose when Jean Frydman, a shareholder and board

member of Paravision, a film subsidiary of L'Oréal, was fired. He claims

that he was let go because L'Oréal wanted to avoid an Arab boycott of

businesses associated with Jews. In turn, Frydman decided to expose the

past of L'Oréal executives. André Bettencourt who married Schueller's

daughter, Liliane Bettencourt, and became deputy chairman for L'Oréal,

wrote 60 articles for La Terre Française. La Terre Française was an anti-

Semitic Nazi propaganda sheet. André has admitted ownership of

the propaganda but claimed he was poisoned by the Vichy regime and

said, "I have repeatedly expressed my regrets concerning them in public

47
and will always beg the Jewish community to forgive me for

them." André Bettencourt also sheltered Schueller and several

collaborators from the French Resistance after Liberation. It was also

revealed that Eugène Schueller hired Jacques Correze, who as of 2001,

was the honorary head of L'Oréal's U.S. affiliate, Cosmair, and was

involved with La Cagoule.

Further controversy arose when it was revealed that L'Oréal had its

German headquarters for over 30 years, before being sold in 1991, on

land confiscated from Jews during World War II. The Jewish family has

been battling for restitution from the company for three generations, the

latest of which is Edith Rosenfelder, a Holocaust survivor. Fritz

Rosenfelder, was forced to sell the house to a Nazi official, of which the

family never received the proceeds of the sale. Instead, the family was

deported. The Allies passed Jewish restitution legislation which says that

transactions with Nazis, even if appearing to be with the owner's consent,

can be considered invalid. As the land was sold to an offshoot of L'Oréal,

which was later bought out in 1961 by L'Oréal, the company claims that

it is not responsible for anything that happened before then. The basis for

Rosenfelder's argument is that since the original sale was illegal, all

subsequent sales are equally unlawful. There was restitution paid in 1951

48
to the Jewish Restitution Successor Organization, though this was done

without the family's consent and none of the money ever reached the

family. A book by Monica Waitzfelder, daughter of Edith Rosenfelder,

published in French as L'Oréal a pris ma maison and in English

as L'Oréal stole my house!, details how L'Oréal, took over the

Waitzfelder home in the German city of Karlsruhe (after the Nazis had

engineered the removal of the family) to make it its German

headquarters. Monica Waitzfelder is quoted as saying, "All the other

businesses which took Jewish property have since returned it, without

any great debate. I don't understand why L'Oréal should be any different

from the others." A case was brought before the Supreme Court in

France, but the public prosecutor ruled that there could be no trial. As of

2007, she is bringing the case to the European Court of Human Rights.

On 31 July 2014 during Operation Protective Edge launched by the Israel

Defence Forces (IDF) in the Gaza Strip, the Israel advocacy

organisation StandWithUs posted several Facebook photos of care

packages, which they said were donated by Maybelline Israel to female

IDF soldiers. This sparked several calls to boycott Maybelline and

L'Oreal worldwide. As of 21 March 2015 no official statement was made

by Maybelline or L'Oreal regarding the donation.

49
 PRODUCT RANGE

Brands

Brands are generally categorized by their targeted markets, such as the

mass, professional, luxury, and active cosmetics markets. The Body Shop

and Galderma are directly attached to the head office. L'Oréal also owns

interests in various activities such as fine chemicals, health, finance,

design, advertising, insurance.

Professional products

 L'Oréal Technique

 L'Oréal Professionnel, including ARTec and Innate

 Kérastase (created by L'Oreal in 1964)

 Kéraskin Esthetics, created by L'Oreal in 2007 and specializing in

skin care professionals.

 Matrix Essentials, founded by Arnie Miller in 1980 and acquired by

L'Oreal in 2000.

 Mizani, founded in 1991 and bought by L'Oreal in 2001.

 PureOlogy Research, founded in 2001 and acquired by L'Oreal in

2007.

50
 Redken 5th Avenue NYC, founded by Paula Kent andJheri

Redding in 1960 and acquired by L'Oreal in 1993.

 Shu Uemura Art of Hair

 Carol's Daughter

L'Oreal Luxe

 Lancôme

 YSL

 Giorgio Armani

 Biotherm

 Cacharel

 Diesel

 Maison Martin Margiela

 Viktor & Rolf

 Ralph Lauren

 Kiehl's

 The Body Shop

 Shu Uemura

 Stella McCartney

 Clarisonic

51
 Guy Laroche

 Paloma Picasso

 Urban Decay

 Maison Martin Margiela

 Yue Sai

 Helena Rubinstein

 Decléor

 Carita

Consumer products

 L’Oréal Paris

 Ombrelle

 Maybelline

 Maybelline

 Nyx Cosmetics

 SoftSheen-Carson

 Créateurs de Beauté

 Essie

 Magic

 EM Michelle Phan

52
 Niely Cosméticos

 Colorama

Active cosmetics

 Vichy

 La Roche Posay

 Inneov

 Skinceuticals

 Roger&Gallet

 Sanoflore

 Dermablend

Social marketing

L’Oréal has a staff of 400 people who post content on Facebook every

day, according to Marc Menesguen, the company’s chief marketing

officer.

53
L'Oréal Elvive shampoo in bathroom.

54
Brands

Brands are generally categorized by their targeted markets, such as the

mass, professional, luxury, and active cosmetics markets. The Body Shop

and Galderma are directly attached to the head office. L'Oréal also owns

interests in various activities such as fine chemicals, health, finance,

design, advertising,.

55
Head office

Centre Eugène Schueller, L'Oréal head office, in Clichy, France

L'Oréal Group has its head office in the Centre Eugène

Schueller in Clichy, Hauts-de-Seine, near Paris. The building,

constructed in the 1970s from brick and steel, replaced the former

Monsavon factory, and employees moved into the facility in 1978. 1,400

employees work in the building. In 2005, Nils Klawitter of Der

Spiegel said "the building, with its brown glazed façade of windows, is

every bit as ugly as its neighbourhood." Klawitter added that the facility

"gives the impression of a high-security zone" due to the CCTV cameras

and security equipment. The world's largest hair salon is located inside

the head office building. As of 2005, 90 hairdressers served 300 women,

including retirees, students, and unemployed people, per day; the women

are used as test subjects for new hair colours.

56
L'Oréal USA has its headquarters in New York City;[66] its New Jersey

headquarters is inBerkeley Heights.

57
RESEARCH OBJECTIVES

58
 RESEARCH OBJECTIVES
The objectives of this exploratory study are as follows:

 To analyse brand loyalty of women towards the cosmetic products

range.

 Analyse Women satisfaction level of purchase of cosmetic products of

maybelline and loreal.

 Analyse the Women behaviour of among maybelline and loreal

products.

 To analyze the awareness of women for maybelline and loreal

products

 To analyse after sales service provided by maybelline and loreal

products

 To analyse marketing strategies of maybelline and loreal products

 To analyse pricing strategy of maybelline and loreal products

 To analyse sales promotion of maybelline and loreal products

 To analyse sales strategy of maybelline and loreal products

59
 SCOPE AND IMPORTANCE OF STUDY
To keep things in mind that as the ever changing competitive business environment. New

thoughts and ideas should pour into its, Research & Development to innovate its existing

products which should be beyond competitors comprehension through by women

purchase cosmetic products.

This study enables the user with answer to formulate an effective marketing mix strategy

with a broader prospective to tap areas where it did not feel the need earlier, hence the

decision of whether to penetrate this section or not can be found out at the end of the

data analysis.

It also gives an idea of the potential of our business in the future & the fluctuation in

prices from time to time& from product to product.

Special reference is made to the improvement of ability of product in terms of

packaging& product innovations & advertisement always means to cut down

competitors.

60
 RESEARCH

METHODOLOGY

61
 RESEARCH METHODOLOGY

INTRODUCTION

This chapter aims to understand the research methodology establishing a

framework of evaluation and revaluation of primary and secondary research.

The techniques and concepts used during primary research in order to arrive

at findings; which are also dealt with and lead to a logical deduction towards

the analysis and results

RESEARCH DESIGN

The research design applied here was exploratory research

Exploratory Research is one in we don’t know about the problem, we have

to find about the problem and then work on solving the problem. Whereas in

case of descriptive research, we know the problem, we just have to find the

solution to the problem. Generally descriptive research design is applied

after exploratory research design.

Here after doing the secondary research, we found the general perception

about the retail baking but then in second phase we tried to figure out where

the difference lies and on what basis the cosmetic industry differ from each

other
62
RESEARCH TOOL

Research tool

The purpose is to first conduct a intensive secondary research to

understand the full impact and implication of the industry, to review and

critique the industry norms and reports, on which certain issues shall be

selected, which remain unanswered , this shall be further taken up in the next

stage of secondary research. This stage shall help to restrict and select

only the important question and issue, which inhabit growth and

segmentation in the industry.

DATA COLLECTION:

Both primary and secondary data have been collected very vigorously

Secondary data: it is collected by the study of various reports. The reports

studied under secondary data. Primary Data was taken with questionnaire

THE RESEARCH REPORT

The report is the result of a survey which was undertaken in Lucknow city.

The objectives of the project has been fulfilled by getting response from the

women associated to these segments through a personal interview in the

63
form of a questionnaire. The responses available through the questionnaire

are used to evaluate the women Perception for the products of Maybelline &

Loreal and the willingness of the women to purchase its products on future.

The project also covers an analysis of the switch over of costomer to

competitors products in the market.

THE RESEARCH PROBLEM

The problem formulation is the first step to a successful Research

process. Project undertaken the problem of analyzing the Perception Of

Women Toward Cosmetic Product Of Maybelline In Comparison To Loreal

THE RESEARCH OBJECTIVE

 To analyse brand loyalty of women towards the cosmetic products

range.

 Analyse Women satisfaction level of purchase of cosmetic products of

maybelline and loreal.

 Analyse the Women behaviour of among maybelline and loreal

products.

64
  To analyze the awareness of women for maybelline and loreal

products

 To analyse after sales service provided by maybelline and loreal

products

 To analyse marketing strategies of maybelline and loreal products

 To analyse pricing strategy of maybelline and loreal products

 To analyse sales promotion of maybelline and loreal products

 To analyse sales strategy of maybelline and loreal products

THE RESEARCH DESIGN

The research design used in the project is exploratory design. The

investigation is carried upon the women in Lucknow city. The reason for

choosing this design is to get responses from the women so that their buying

behaviour about the products of the company and their loyalty could be

predicted.

THE DATA SOURCE

The data has been taken from two sources

 Primary data source

65
 The primary data source has been collected through questionnaire by

personally interviewing each respondent on a number of queries structured

in a questionnaire.

 Secondary data source

Secondary data was collected from following sources

Prior research reports

Websites

Books

Newspaper

Personal consultation

THE AREA OF WORK

The field work is conducted in the Lucknow city.

THE SAMPLE SIZE

The sample size consists of 100 units out of which the most logical

and non biased response are selected thus the sample size is taken out to be

100 units.

66
 DATA ANALYSIS

AND INTERPRETATION

67
DATA ANALYSIS AND NTERPRETATION
1. – Are you user of Maybelline and Loreal products?
Yes 77
No 23

Interpretation :

77% respondent said that they are user of Maybelline and Loreal products
but 23% said no.

68
2. – DO you use any of the following cosmetic brands?

Loreal 35
Maybelline 50
Both 10
None 5

Interpretation :

35% respondent said that they use cosmetic brands is Loreal, 50%

Maybelline, 10% Both but 5% None.

69
3. which company’s consumption of products is better in your view ?

Loreal 40
Maybelline 60

Interpretation :

40% respondent said that consumption of products is better in their view is

Loreal, 60% Maybelline.

70
4. – Which company providing better festive season offer?

Loreal 45
Maybelline 55

Interpretation :

45% respondent said that Loreal providing better festive season offer, 55%

Maybelline.

71
5. –Which company’s product quality better?

Loreal 35
Maybelline 65

Interpretation :

35% respondent said that Loreal’s product quality better, 65% Maybelline.

72
6. –Which company’s celebrity’s impact is better ?

Loreal 55
Maybelline 45

Interpretation :

55% respondent said that Loreal’s celebrity’s impact is better, 45%

Maybelline.

73
7. –Which company gives better product range?

Loreal 30
Maybelline 70

Interpretation :

30% respondent said that Loreal gives better product range, 70%

Maybelline.

74
8. Which company’s sales promotion is better in your view ?

Loreal 55
Maybelline 45

Interpretation :

55% respondent said that Loreal’s sales promotion is better in your view,

45% Maybelline.

75
9.Which company’s advertisement is better in your view?

Loreal 40
Maybelline 60

Interpretation :

40% respondent said that Loreal’s advertisement is better in their view, 60%

Maybelline.

76
10.Which company marketing strategies is better in your view?

Loreal 35
Maybelline 65

Interpretation :

35% respondent said that Loreal’s marketing strategies is better in their

view, 65% Maybelline.

77
11.Which company gives best offer ?

Loreal 70
Maybelline 30

Interpretation :

70% respondent said that Loreal gives best offer, 30% Maybelline.

78
12. Which company’s information source is better in your view?

Loreal 45
Maybelline 55

Interpretation :

45% respondent said that Loreal’s information source is better in their view,

55% Maybelline.

79
13. Which company’s product is better in your view?

Loreal 45
Maybelline 55

Interpretation :

45% respondent said that Loreal’s product is better in their view, 55%

Maybelline.

80
14. Which company’s product range is better in your view?
Loreal 60
Maybelline 40

Interpretation :

60% respondent said that Loreal’s product range is better in their view, 40%

Maybelline.

81
15. Which company’s packing is better in your view?
Loreal 35
Maybelline 65

Interpretation :

35% respondent said that Loreal’s packing is better in their view, 65%

Maybelline.

82
16. Which company’s customer satisfaction is better in your view?
Loreal 40
Maybelline 60

Interpretation :

40% respondent said that Loreal’s customer satisfaction is better in their

view, 60% Maybelline.

83
FINDINGS

84
 FINDINGS
In my research finally concluded that the Indian Consumer is growing

more and more brand conscious when it comes to purchasing cosmetics as

well as personal care products.

 The companies need to focus on the form of advertising which

plays the biggest role here is Word of mouth promotions are a

key factor in a price sensitive economy like India. Some

strategies like Visual Merchandising is important only at the stage

of buying decision while searching and evaluating alternatives.

 The brand loyalty and customer satisfaction are highly influenced

by the consumer attitudes, beliefs and perceptions play a key role

purchase decision making. This has been proved in this piece of

research in a limited area like Lucknow city. However, the areas

where marketers need to work upon to generate sales of their

product, as cosmetic items involve extensive buying decisions.

 The research has made an effort to compare customer buying

behavior with respect to Indian and International brands while

assessing the consumer buying behavior.

85
 The consumers wanted quality product, good services, easy

availability of product and better performance by the product.

Therefore, we can conclude from our study that still more

inclination is towards indigenous product.

 The researcher has appeal to the future researchers to conduct research

in various neighboring cities in India in order to get more realistic and

suitable results.

So that the conclusion could be beneficial to the marketers who are

selling cosmetic products in the Indian market.

86
LIMITATION

87
 LIMITATION

This research work is subject to certain limitations. The study is

an empirical work presented in a descriptive manner. Since the objective of

the study may well be met with by this type of analysis and no attempt has

been made to provide a conceptual analysis and theoretical frame-work

about history of cosmetics.

 This study is confined to only cosmetics Lucknow district and focuse is

given to Maybelline In Comparison To Lorea concepts' products.

 Large majority of people of lucknow distinct regularly use general

cosmetics. There is no discrimination in terms of area. These items are

used in nooks and corners of the district.

 It is almost impossible to cover the vast area without any loopholes,

given the financial and intellectual strengths. Hence, a sample has been

drawn from the universe.

 The consumers' survey has been restricted to randomly selected samples.

Therefore, researcher is well aware of the limitations of the survey

method based on two-stage cluster sampling technique.

 At times, analysis is required to be done based on more samples, the

results of which can be, at best, nearer to truth.

88
 Literacy in Lucknow district is not so good and very less houses have

cable or dish TV connection.

Therefore, awareness through Television advertisement about different

brands of cosmetics is less. Even amidst these limitations, the researcher is

confident that the study would through some new light on the consumer

perception towards cosmetics.

The Researcher makes many assumptions relating to the

characteristics of the population under research to make various tactical and

strategic decisions. Keeping all such things in mind, researcher has done the

research methodology and followed with some limitations in the study.

89
CONCLUSION

90
 CONCLUSION
Thus cosmetic is a preparation extremely applied to change or enhance the

beauty of skin, hair, nails, lips and eyes. Every exposable part of the human

anatomy is subject to cosmetic attraction. So cosmetics have been used from

ancient times to modern times; It is used not only by females but also by

males; It becomes part and parcel of human beings from cradle to grave. The

Mushroom growth of beauty parlours is a testimony for the importance of

cosmetics. Cosmetics have created several Miss Worlds and Miss Universes.

Its application in cine world or film industry is tremendous. It has occupied a

significant place in human life in one way or other.

The ever increasing population makes the use of cosmetics multiply

considerably. So marketing of cosmetics becomes competitive.

Advertisements through mass media like radio, TV, newspapers etc.,

promote the sale of cosmetics in a larger scale. Research has been carried

out to improve its quality and new kinds of cosmetics products are coming to

the market. Consumers expect quality cosmetics at reasonable price. So it is

the duty of the Government, manufacturers and middlemen to supply these

necessaries of life available in a fair price. If all the suggestions and findings

of this study are listened and carried out, no doubt the demand pattern of

cosmetics will hold good not only in northern parts of Tamilnadu but also in

91
India, which lives in villages. To put it in a nutshell as long as human-beings

are there in this world, cosmetics would also exist and its marketing both in

rural and urban areas would have a bright future in the days to come.

92
RECOMMENDATION

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 RECOMMENDATION
On the basis of the findings of the study, the researcher has put forward
following suggestion in order to build brand loyalty among youth.
 Marketers and producers of cosmetic brands should focus more on
quality of products since no creative advertisement and celebrity
marketing will fetch them a group of loyal customers if products do
not hold an excellent quality factor
 More efforts should be made on developing cosmetics especially for
male consumer as it holds an impressive portion in the entire cosmetic
users segment. This enables a producer to capture the more market
share
 Innovative brand loyalty programmes should be undertaken to
create a class of stable and steady group of consumers.
 The brand loyalty for Maybelline more can be increased if the Quality
and appearance of the products are given due attention because
Maybelline has captured a major share of Cosmetic industry.
 The switch over of the Maybelline women can be prevented if more of
new products are launched more frequently like Loreal which
launches new products with slight variations from the previous.
 Quality wise very good but it still needs improvements.
 The most selling product should be given some discounts offer like
diwali bumper sale offer.

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REFERENCE

95
 REFERENCE

 Dr.Anandrajan, S., Sivagami, T., (2016) Consumer Purchase Decision Behavior

towards Cosmetics Marketing. Vol. Prof. Anute, N., Dr.Deshmukh, A., Prof.

Khandagale, A., (2015) Consumer Buying Behaviour towards Cosmetics

 Asia Pacific Journal of Research. Vidhya Jawahar, J., Dr.Tamizhjyothi, K.,

(2013) Consumer Attitude towards Cosmetic Products. Vol 03 Issue 06,

 Products. Vol.03 Issue 07, International Journal in Management and Social

Science. Banu Rekha, M., Gokila, K., (2015) A study on Consumer Awareness,

Attitude and Preference towards Herbal

 Desai, K., (2014) A study on Consumer Buying Behavior of Cosmetic Products in

Kolhapur. Vol 01 Issue 10, ISSN- 2347-2723.

 IJEMR. Cosmetics Products with special Reference to Coimbatore City. Vol 02

No-04, Page No. 96-100, International Rameshwari, P., Mathivanan, R.,

Jeganathan, M., (2016) A study on Consumer Buying Behavior of Cosmetic

 Journal of Interdisciplinary and multidisciplinary Studies. Products in Thanjavur,

Tamilnadu, India.Vol 02 Issue 03, Page No. 598-602. Indo-Asian Journal of

H.Hemanth Kumar, A., franklin John, S., Senith, S., (2014) A study on Factors

Influencing Consumer Buying

 Multidisciplinery Research. Behaviour in Cosmetic Products. Vol 04 Issue 09.

International journal of Scientific and Research Publication Matic, M., Puh, B.,

(2015) Consumers’ Purchase Intentions towards Natural Cosmetics. UDK:

658.89:159.94

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 Preliminary Communication Dr.Nagananthi, T., Mahalaxmi, M., (2016)

Consumers’ Preference and Buying Behavior of Cosmetic Products at

 Coimbatore City. Vol 04 Issue 01. Inter-continental Journal of Marketing

Research Review.

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ANNEXURE

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 QUESTIONNAIRE

1. – Are you user of Maybelline and Loreal products?

Yes
No
2. – Reword it as
Do you any of the cosmetic brands
Loreal
Maybelline
Both
None

3. which company’s consumption of products is better in your view ?

Loreal
Maybelline
3. – Which company providing better festive season offer?
Loreal
Maybelline
4. –Which company’s product quality better?
Loreal
Maybelline
5. –Which company’s celebrity’s impact is better ?
Loreal
Maybelline
6. –Which company gives better product range?
Loreal
Maybelline
7. Which company’s sales promotion is better in your view ?
Loreal
Maybelline
8.Which company’s advertisement is better in your view?
Loreal
Maybelline
9.Which company marketing strategies is better in your view?
Loreal
Maybelline
10.Which company gives best offer ?

99
Loreal
Maybelline
11. Which company’s information source is better in your view?
Loreal
Maybelline
12. Which company’s product is better in your view?
Loreal
Maybelline
13. Which company’s product range is better in your view?
Loreal
Maybelline
14. Which company’s packing is better in your view?
Loreal
Maybelline
15. Which company’s customer satisfaction is better in your view?
Loreal
Maybelline

100