Cosmetics – Case Study

Cosmetics businesses are used to selling their products that are illegal and that have harmful effects
without any regulations. The consumers are also not aware of these problems and the responsibility
of selling legal and safe products laid solely on the manufacturers. That is going to change now with
cosmetovigilance, which is set up to broaden the spectrum of vigilance to include the safety of
cosmetic products.

Now with the introduction of new regulations and vigilance in place, the manufacturers should start
looking into natural and organic products. The marketers have to:

1. Change the consumer mindset and consumer behavior to opt for naturally made or organic
cosmetics.
2. Do some market research and come with ideas on how to package the product so that the
packaging itself conveys the products are natural and organic.
3. Run consumer awareness campaigns so that the transition can be made quickly and that the
consumer feels that these new alternative products are better.

With the new regulations and quality measures in place, the costs of the products are also likely to
increase. It is the responsibility of the marketers to convince the consumer that this change in price
is well justified, and it is for their greater good.