Marketing Management

Lipsticks The Market Entry Strategy

Submitted to: Prof. Srinivas Prakhya

Submitted by: Group 5 - Section: D
Amit Kumar Raman Ankita Negi Jefferson Kaduvinal Abraham Nitin Dhawan Vishnu P 1011225 1011229 1011244 1011259 1011293

Table of Contents
Brief on the Current Market ....................................................................................................................1 Business Analysis for Lipsticks .................................................................................................................1 Customers ............................................................................................................................................... 1 Market size and growth ......................................................................................................................1 Benefits that consumer is seeking ......................................................................................................1 Decision maker ....................................................................................................................................2 Retail channel ......................................................................................................................................2 Consumer Information Sources ..........................................................................................................2 Buying Process.....................................................................................................................................2 Frequency of purchase & seasonal factors .........................................................................................2 Quantity purchased at a time..............................................................................................................2 Companies ............................................................................................................................................... 3 Competition............................................................................................................................................. 4 Lakme’s strategy..................................................................................................................................5 Collaborators ........................................................................................................................................... 5 Environment ............................................................................................................................................ 6 FDA Regulation/Self Regulation: .........................................................................................................6 Regulation in Indian Context: ..............................................................................................................7 Social/Cultural environment: ..............................................................................................................7 Finding & Positioning for the Target Market ..........................................................................................8 Market Segmentation .........................................................................................................................8 On the basis of Geography ..............................................................................................................8 Population Demographics ...............................................................................................................9 Psychographic Characteristics .......................................................................................................10 Behavioural Characteristics ...........................................................................................................10 Target Market....................................................................................................................................10 Positioning .........................................................................................................................................10 Consumer Behavior Analysis .................................................................................................................11 The A-C-V Analysis .............................................................................................................................11 The Onion Peel Framework ...............................................................................................................12 Our Product Offering: ............................................................................................................................16 Product ..............................................................................................................................................17 Pricing ................................................................................................................................................ 18

Promotion..........................................................................................................................................18 Sales promotion can be-................................................................................................................18 Advertising in media......................................................................................................................19 Public Relation (Spin) ....................................................................................................................20 Placement..........................................................................................................................................20 Appendix A ............................................................................................................................................21 Transcript of Interview – Priya ..........................................................................................................21 Transcript of Interview – Hina ...........................................................................................................26 Transcript of Interview – Vinita .........................................................................................................30 Transcript of Interview – Neha ..........................................................................................................34 Transcript of Interview – Kusha ........................................................................................................38 Transcript of Interview – Richa .........................................................................................................42 Transcript of Interview – Deepika .....................................................................................................46 Transcript of Interview – Bhairavi .....................................................................................................50 Appendix B ............................................................................................................................................55 Appendix C: Vote for Popular Lipstick ...................................................................................................60

The increase in the number of working women.5 high for rural women. This huge gap is an indicator of the growth potential in premium cosmetics sector. Business Analysis for Lipsticks Let us look at the factors for analyzing our market and the current business trends to draw some conclusions. They are both tangible and intangible benefits. Raja Lipstick owns 79% of the rural market.1 for the urban woman.9 million. A gloss gives a 1 . Customers Market size and growth The market size of lip products in 2009 was 7. One important statistic that has been observed in the rural-urban lipstick market is that close to 11% of the rural female population uses lipstick compared to the 22% among the urban population. Benefits that consumer is seeking A consumer looks for many facets when choosing a lipstick. it is at a 2. hence the potential for growth is very large. accounting for nearly 47% of colour cosmetics sales in 2009.8 ($0. Several domestic brands are positioning themselves as herbal and natural to exploit the market. Different colours are marked as different symbols of social status.970. The rural market therefore presents a lot of opportunities for growth. Another differentiating factor between the rural and urban markets is the application factor – how many layers a woman applies on an average. While this factor stands at 1. Typically ladies would use a lipstick to boost their self confidence and look attractive.0625) per household. Products which claim to have natural or herbal ingredients find greater patronage among Indian consumers although benefits of mineral make-up remains low and consumers associate mineral make-up with being “good for skin” and “natural”. higher disposable income and social expectation [at work] is expected to drive the growth in this segment. This gives us a 3:1 ratio of rural-urban users. The global retail value of premium cosmetics usage is $40 per household while that of India is Rs 2. Some brands have launched premium packaging and products with added benefits such as long-wearing products and rich shades or colour with glitter or shimmer targeting festive occasions like marriages. This translates into higher lipstick usage among the rural population.9375 per household. But due to the lack of time we could not go into the details of the rural market and confined ourselves to the urban market only.Brief on the Current Market Lipstick remained the most important make-up product in India. When a person applies a lipstick they believe it makes them look prettier and improves their facial features. It is used by most rural and urban middle-class women in India but majority of Indian women are irregular and “unsophisticated” users of make-up. Since the gap between the average retail value of Indian household consumption and world average consumption is very large $ 39.

Consumer Information Sources Consumers come across information about existing and new products of different brands through a variety of channels. There are added benefits such as a moisturising effect and smoothening of lips. A careful selection from a wide variety of shades available within budget is done where the customer would look out for options that meet the need of the hour. Decision maker The decision of buying a lipstick could be one’s own or with certain inputs from others. 2 . The others here may be characterised as mother. friends. spouse or simply the saleswoman displaying the colours to you. A friend’s review may also help in introducing new brands of lipsticks. then they are thrown and new ones are bought. quality and budget. whereas other lipsticks with matte effect would provide only colour. The discounts also add to the impulsive buying routine. Branded boutiques cater to customers who are very certain about the lipstick which they need to buy and are brand loyal. Retail channel Women usually buy lipsticks and other cosmetics from Retail chains and outlets in malls where they get varied brands under one roof. If lipstick goes bad or has reached its expiry date. Multiple lipsticks are bought for soon to-be-brides who would need lipsticks for every dress as a newlywed. Purchase usually happens if a close alternative is met in terms of shade. Buying Process The buying process for a lipstick is mostly need-driven and is occasional. Impulse buying is likely but it is always reasoned out by the lady through some quality of the lipstick or the unforeseen need. Quantity purchased at a time Generally one or very few lipsticks are bought at a time. Print media (newspapers and magazines). Purchases of lipstick shades are made to match with traditional dresses for weddings or other significant occasions like interviews. which smoothens demand and more units will be purchased due to lesser price point which will be affordable to larger section of people. similar to that of nail polish. Frequency of purchase & seasonal factors Certain repurchases happen when a woman runs out of her favourite lipstick colour or finds lesser options to choose from. brand. Small towns have departmental stores where lipsticks can be purchased. Women are conscious of the changing trends and fashion statements made and get inspired from celebrities wearing new colours and their endorsements. visual media (TV commercials) and electronic media (emails and advertisements) are major sources of information for women. relatives.shimmering appearance to the lips. Close female relatives of the brides and groom will also buy lipsticks to match with their dresses if they need. There is an opportunity for introducing smaller packs.

Other leading brands include Clarins and Clinique. Lakme is the first introduction to make-up for many young girls and is the mainstay of the makeup used by mature middle-aged women in small cities and towns as well. which normally cater to the mass market. Some of the major international players include Avon. Revlon Colorstay and L’Oreal Paris define themselves as masstige brands. 13. representing a growth rate of over 26% compared to the previous year.C was the leading premium brand in 2009 and raked in 54% of the premium color cosmetics sales. Nina Ricci and Yves St. The primary reason for this dismal level is high pricing. Premium. While premium brands like M. Elizabeth Arden. Lakme and Revlon’s Street Wear. M. Economy brands like Eyetex Dazller are available for prices as low as Rs. Lipstick is used by most urban and rural women in India. Premium brands are not widely available outside of metros and get most of their sales from Mumbai and Delhi. Modi Revlon Pvt. Lipstick is used by most women from the urban and rural areas in India. Artistry was one of the few premium brands that engaged in direct selling. BeYu and Faces were launched in India in 2009. standard brands in the medium range like Lakme and economy brands such as Eyetex by Aravind Laboratories are available at most grocery and health and beauty outlets. Foreign brands tend to target women in the upper income range from the 25-30 age categories as this group prefers better products and is willing to pay a premium for international quality products.60/-. more premium packaging and the use of international celebrities for endorsements. The presence of international brands however is still restricted with penetration levels of only 20%. This makes it the largest cosmetics brand in India.Laurent. Color cosmetics in India are dominated by multinationals and the top three players in this field are Hindustan Unilever Ltd. Hindustan Unilever leads with a 25% value share. Avon and Oriflame have also positioned themselves as mass brands. lipstick sales account for nearly 47%. Lancome. Chambor. limited distribution and targeted clientele. These premium brands accounted for only 4% of the sales by value in 2009.8 billion in 2009.A. Christian Dior. They are also characterized by significantly higher price points. They employ elements like higher quality plastics and metallic trimmings and colors in their packaging to portray a more refined 3 . Revlon holds a market share of 19% while L’Oreal holds 14% of the market by value.A. They differentiate themselves from mass brands through slightly higher prices. Escada.. Most of these brands are sold through beauty specialists and department stores. Lakme and StreatWear both launched products with premium packaging in 2009. Wella. Estimates put the number of this segment at close to 10 million. they were unable to bring in repeat purchases. After gaining initial sales on their brand names. Ltd. Cartier. owns 18% of the market by value. Ltd. Yardley. Two new brands. Together these three accounted for over 64% of the total sales in 2009. making it the most important make-up product in India. Estee Lauder. The color cosmetics segment is extremely competitive and has a very high penetration level of over 80%. Lakme. Out of this. Burberrys. In order to retain their sales growth most of them have had re-formulate pricing strategies to tap the large Indian middle class. upgraded their portfolio in 2009 introducing new features like long-wearing products and rich shades or colors with glitter and shimmer for festive occasions. standard and economy brands are mainly differentiated by their pricing and distribution strategies. also owned by HUL.C are available exclusively only at department stores and with beauty specialists.Companies The Indian color cosmetics sector was worth over Rs. Calvin Klein. And L’Oreal India Pvt. Schwarzkopf.

6. 10. Lakme Revlon Oriflame L’Oreal Chambor Maybelline Avon MAC ColorBar Street wear The top 10 lipsticks in India as of today are: 1. 10. which is the single largest consumer of lip care products. The top lipstick brands in India today arei: 1.C – Lip Conditioner Almost Lipstick by Clinique Lancome – Aqua Fusion Levers Maybelline Moisture Extreme Lipstick Elizabeth Arden – Ceramide Plump Perfect Lip Moisture Cream Max Factor Color Perfection Lipstick in Berry Bourjois – Night Lip Balm Shiseido ‘The Makeup’ Perfecting Lipstick Chanel Super Hydrabase Lipstick Cashmere L’Oreal Colour Riche Lipcolour in Raspberries The market share of the major Lipstick brands in the US. 6. Since India represents an extremely price sensitive market. 7. 2. 8. The consumers have also benefitted from the intense competition among the different players. 2.image. M. 5. 5. This strategy was soon picked up by other major players in the market. 7. Colorbar Cosmetics Pvt Ltd launched Hollywood Lights Lip gloss which was packaged in a tube with self-illuminating LED light in the applicator. 4. In yet another smart method at marketing. 4. there has been intense entry by foreign firms. many companies have launched their lipsticks in smaller sizes to make it more affordable to the consumers while at the same time giving them the opportunity to try out newer products. 3. 3. Given that Indians do not prefer to fork out large amounts at one go. Competition In terms of competition while the Indian lipstick market has been dominated by a few major Indian players like Lakme. There has been a tremendous increase in the range of new products being introduced for newer 4 . Packaging design was a key factor in attracting consumers and triggering impulse purchases in 2009. 9. Revlon introduced its small range of lipsticks. HUL and Revlon were the first to introduce the small pack sizes. 9. is given in Appendix B. 8.A. foreign players need to work out innovative pricing and product strategies to suit the Indian preference and establish a hold in the market space.

Strong brand promotions. medium and large. The idea projected by Lakme in its commercials is ‘You never know who’s watching our lips today’. The campaign therefore seeks to ‘de-niche’ lipsticks from being an occasion specific wear to that of everyday wear. New products include smudge-proof lipstick. While in India the hair and the face have always been the focal point.confidence at work. creating product awareness and overcoming consumers’ lack of familiarity and fear of using lipstick. We have distributors at all levels. These methods have been very successful at gaining attention. Collaborators India has a wide market base for lipsticks. Lakme’s strategy Lakme’s strategy in promoting its brand of lipsticks is to portray lipsticks as a product of everyday usage. naturally’. Lakme seeks to change which it has done in the recent scenario by coming out with different ranges of products to suit different requirements. Mass manufacturers such as Modi for 5 . good distribution network and continuous product and quality innovation have helped drive growth for many of the major players. liquid lip colour and long-stay lipsticks. the introduction of specialised products has also led to a growth in volumes and has allowed companies to price products at a premium thereby driving value growth. The major battle that most players in the Indian market have to contend with is the perception in the customer’s mind – ‘If I wear lipstick everyday then how will I look special on special occasions?’ The idea then is to make lips the focal point. As market leader Lakme understands that it needs to grow the category by increasing usage. be it the rural India. small. suburban cities or the metropolitans. Lakme: Bridal make up Competition is also driven intensely by innovative marketing strategies like point-of-sale advice and beauty counselling. the lips have never been in much prominence. It focuses on the theme of ‘Lakme woman . In addition to providing consumers with a larger choice.application concepts.

and price sensitivity even within these groups. Hence. Their collaborations are entirely with the people. At the same time a whole lot of small scale manufacturers are also present in the market. products having Volatile Organic Chemicals (VOC) blamed for ground level ozone depletion and non degradable had to be dealt with urgency. A concern for healthy products also came about after the environmental concerns were met. botanical ingredients like aloe. Environment FDA Regulation/Self Regulation: The primary incentives for industry self-regulation are twofold: 1) industry image. Most foreign cosmetics companies selling premium brands have had a difficult time developing the low volume premium market in India. “ozone-friendly”. For a long time. Lip balms for kids also have been shaped as lipsticks to catch the fancy of children at young age. Recently. and 2) industry independence. holders. Lipsticks from Oriflame. There is a big market for not just lipsticks but also products closely related to it. dedicated retail stores like Health & Glow concentrating on beauty and well being have started. Products like sunscreens. cosmetics and drugs have been somewhat associated and thus they found place in the pharmacy as over-the-counter drugs according to FDA guidelines. India allows the entry of imported cosmetics with a high import tariff.iii Healthy collaboration between the traditional departmental stores and the distributors was seen at early stages. Protecting industry image entails the maintenance of favorable consumer perceptions of safety levels in order to achieve steady retail 6 . Environmental issues such as animal testing. Brands such as Revlon’s Street Wear and L’oreal’s Maybelline were targeted at the mass market and could thrive well through the collaborations made with departmental stores and malls. China has tapped to this market in an innovative manner. Thus. antiperspirants and hair care products easily identified as OTC drugs but manufacturers of lipsticks were then required to demonstrate product safety and efficacy to gain FDA approval. increased use of natural products containing ingredients such as proteins. coca. products that are responsible for depletion of the ozone layer (traces of chlorofluorocarbons). such as the lipstick case. vitamins. They do not sell from shops in the traditional manner. finding a small cosmetics shop in every nook and corner is easy. Certain collaborations are needed to showcase products as safe and get safety approvals. poor assessment of the size of the upper middle and high-income groups. Sometimes. Glosses have a huge teenage market of its own. had added to their problems beside price. they have produced not just products that are needed for lipsticks but erasers and candy in the shape of a lipstick for childreniv.Revlon have been large scale distributors in India. Among these products such as lipsticks need FDA approval for meeting the safety benchmarks. Amway and Avon follow a different strategy of direct selling through a group of people who typically socialise and influence. Many had to re-work price strategies towards the mass segment.ii Today. pouches etc meant specially to keep lipsticks. “animal-friendly” and “recyclable”. The malls also have a large variety of dedicated cosmetics stall lined up to give the customer more choices at one go. companies marketed and collaborated to make sure their products are termed as “bio-degradable”. berry extracts were introduced.

Methylene chloride. Also. like: Bithionol. Technological Environment: Traditional lipstick formulations were designed to impart only colour. The rise of ethical consumerism. Many factors come into play when analyzing lipstick trends: emphasis on particular body parts. raw materials used and their specifications. 7 . one of the world’s best known trend forecasters. tri-. Manufacturing license for sale is granted by the FDA of the specific State wherein the manufacturing unit is located and no separate license is required for sale of cosmetics. Chlorofluorocarbon propellants. Vinyl chloride. Protecting industry independence entails ensuring adequate industry safety levels in order to avoid the need for increased federal regulation which would externally impose more stringent requirements upon the industry. long-lasting wear and transfer resistance. pressure for the beauty industry to “clean up” from the media and NGOs. Instead of going to the spa. Today's more robust formulations that allow for the incorporation of sunscreens and moisturisers in colour lip products have made a cross over product one that functions both as a colour cosmetic and a lip protection. The lipstick products industry had established a ‘recession proof’ image when people started spending more on relatively cheaper cosmetics product. Economic environment: In addition to the social and political concerns surrounding animal testing.g. There is considerable variation in the norms followed by each State for reviewing the license applications in absence of specific guidelines on the drug/cosmetic domains and nature of cosmetic claims that could be allowed. metabromsalan and tetrachlorosalicylanilide). but at the same time they want to opt for natural and nutrients rich alternatives. environmentalism. e. Social/Cultural environment: According to Li Edelkoort. or rolled on and ingredients that add gloss have generated products with the colour transference of a lipstick but the shine and wet look of a gloss. However. The information is reviewed by local (State) FDA and a cosmetic license is granted or otherwise. there is an interesting connection between body. Vinyl chloride. sponged on. FDA pays less attention to cosmetics than drugs. lips. the industry gets also affected by the economic situation. Consumers in the baby-boom generation. Manufacturer is required to submit the relevant information pertaining to the formulation. influenced by focus and proportion. Mercury compounds. and most importantly. celebrities of the time.sales. and timeframe. they are spending more time at home indulging in skin treatments with unique textures or hightech functions. Applicators that allow a product to be brushed on. is gaining importance along with the issue of biodiversity and sustainable packaging. Today's consumers however seek more benefits. Vinyl chloride. All other ingredients (raw materials) are allowed. Halogenated salicylanilides (di-. formulators are faced with increasingly complex compositions in order to meet the escalating requirements of the lip care market. making them feel special and luxurious. Hexachlorophene. and product safety. Chloroform. Regulation in Indian Context: Indian regulations are based on the provisions of Indian Drug and Cosmetic Act (1940) and the rules made there get amended from time to time. FDA does prohibit or restrict a number of ingredients from use. eager to reduce wrinkles and smooth out other skin defects. gloss. Recent downturn in global economy has influenced consumer attitudes towards the kind of products people buy. product quality specifications and safety data in support of the formulation. the economic and financial status of society in general. The challenge for today's product formulators is to maintain a product that applies colour while at the same time incorporating benefits such as moisture-retention. Nutricosmetics.

The promotional themes would also differ starkly between the two regions – the rural women should be targeted on the theme of beauty. The women in the North generally tend to have wheatish complexion and hence their preferences are toward natural pink colours. Rural women prefer more vibrant and gaudy colours. For smaller cities promotions would need to be skewed to shopping outlets and magazines. Bombay and Chennai. The urban market on the other hand has women who are more interested in value for money rather than low cost. The rural market is a high growth potential market. The need that a woman seeks from the use of a lip colour is never the same between two people. They are heavily influenced by colourful packaging and therefore packaging serves as one means to attract a significant customer base.Finding & Positioning for the Target Market Market Segmentation After studying the secondary literature available on the lip colour market we decided to segment the population on the following lines before we made a choice of whom t target. Their awareness of brands is minimal. The preferences must however be kept in mind in stock keeping. Cities with different population levels: Larger metropolitan cities would have well developed metro transport systems that will carry a significant volume of the female population daily. Hence we can safely conclude that offering an entire range of shades will be sufficient to cater to the entire market. 3. It must therefore be kept in mind to customise the range of shades and to ensure product availability such as to be more biased to either the darker tones or the lighter tones depending on either of the two regions. Caucasian skin tones are extremely light and the preference in these markets is heavily on the pink colour as it accentuates and complements their facial complexion. On the basis of Geography 1. Rural vs. 2. Global and National regions: One characteristic that sets the American and European female population apart from the general South Asian females is the skin tone. They want good quality products and natural looks. Urban: These are two very distinct segments that have emerged from our secondary study. Muted and nude colours are more preferred and brand awareness is quite high. Women in these two regions differ in their preferences of colour. For the urban women the key benefit that should be conveyed is that of confidence. The population in India can further be segregated into two major parts – North India and South India. Our first understanding from the study was that preferences were often clustered. packaging. They are extremely price conscious and would prefer lowest cost items. Such channels then become ideal for promotional campaigns in the larger cities like Delhi. awareness and use of makeup. price. It must however be noted that this is no hard barrier between the north and the south but rather a gradual change. However it is quite possible to create very fluid segments for populations that look for almost the same benefit. 8 . The women in the South being of darker skin tones generally prefer to use brown shades as they go best with their facial complexion. While our decision is to primarily focus on India parallels are often drawn with the global scenario.

c. They tend to try bubbly pink colours. a. They are willing to experiment. This is necessitated by her recent change in social status and the need to continuously meet and host relatives and friends. They tend to try more nude shades. They use low priced products and are willing to experiment more. mature look and brown shades e. Teenage: want shine. c. and cute pink colours. They key requirement is to appear good and presentable without being overt in their use of makeup. 4. d. For them the natural look is important. They might display hesitance to use lip colours. a. more matte and value moisturising benefits. There is a small minority that uses heavy makeup in this category 2. but no longer baby colours but rather more natural shades. Forties and beyond: The use of lip products in this category is more for lip care. early thirties. anything that is garish and gaudy is avoided. Graduates and Post Graduates in urban centres: They have better brand awareness. They follow magazines and are aware of the latest fashion practices. Age: We divided the Indian female population in 6 categories on the basis of age – teenage.Population Demographics 1. While they tend to use prominent colours. Occupation: We segmented the Indian market into the following three categories on the basis of occupation. Late twenties: They prefer muted shades and lip gloss. b. b. This segment relates to elegance as an important theme. Their brand awareness is minimal. Uneducated females in towns and rural areas: They tend to be swayed more by the packaging. late thirties and forties and beyond. with shine and shimmer. Housewives: These women have very little usage at home. 9 . early twenties. Early twenties: tend to focus still on pink. Marital Status: One segment that interested us during our study was the newly married woman. shimmer. However they tend to use prominent colours and shine when they attend parties and traditional family gatherings like marriages. Moisturising effects are now important. However they appear to be quite aware of fashion and brands. Quality starts becoming a consideration. This classification is very similar to the rural-urban classification by geography. This lady tends to use more of the lip colour. colour and price. Education: We tried to focus on two categories in this case which made sense to us a. Early and Late thirties: More matte. 3. However this segment is extremely transient since the population tends to quickly move out of this phase. They avoid shine and the made up look. They like gaudy colours and buff packaging. They have a limited budget b. They tend to associate quality with price and brands. Working Professionals: These women prefer muted colours. Shine and Gloss are still important. Students: Our focus here was on college undergraduates. They tend to see it as just another commodity and hence want the lowest prices. Mostly use matte colours for the office. late twenties. They tend to prefer more of lip gloss.

Outgoing women prefer more cheerful colours and the reserved and modest categories like muted mattes. The product offering that we are planning is a muted matte colour with an adjustable degree of shine that will be promoted as an office wear and a product for formal occasions Positioning The value proposition that we are planning to offer is “confidence for woman on the go”. We identified our target audience as the urban educated working professional in her early/late twenties. a. 2. emotive expression. Brighter colours are preferred by the more expressive and assertive women. 3.400-500/. We also plan to harness the youtube as an open source medium of 10 . For regular daily use they would prefer light nude colours and moisturising benefits. Socialites and party goers want brighter and more prominent colours. The liquid colour that is also provided gives a matte finish but is smoother and easier to apply with moisturising benefits. We are planning on introducing it in the Rs. Working Professionals: For these women confidence is the key theme. Occasions: For parties and traditional events like family gatherings and marriages women tend to prefer brighter and prominent colours. beauty. The frequent user who is in minority sees the lipstick usage as a mechanistic process. These women are brand aware and price conscious.Psychographic Characteristics 1. fashion. They want to be identified as being good looking in their natural state and hence would not want a made up look. confidence. 2. and health 3. business women and the red-carpet regulars. They are extremely brand conscious. Benefits: There are several key benefits that in varying degrees drive the choice of the lipstick like style statement. The packaging is designed to be used in a hassle-free manner and can be conveniently carried around. The product also offers an application of gloss to allow varying degrees of shine and shimmer as the consumer thinks fit for the occasion. Our product which is offered in a wide variety of shades mostly concentrates on the pinks and the browns which match most natural skin tones. Personality: Highly confident and Intellectual women prefer more natural colours. They do not need the lipstick for confidence but rather for perfection. For office and evening wear mattes are preferred in muted tones with no or little shine. High-society: Actors. Behavioural Characteristics 1. The objective is to provide the consumer with the most natural look possible. Socio-Economic Classification: There are two categories that caught our attention when we used this classification. Target Market After analysing the different product offerings that are available in the market place and the segments that they target we decided to follow a single segment concentration strategy. Usage rate: We identified two categories here. More responsible and mature women prefer a natural look. The colour has enhanced staying power and does not leave any stains and is easy to remove.range. The other category which uses lipstick for specific occasions constitutes a customer base for which we can increase the frequency and amount of usage. Being ‘flawless’ is the theme that runs through this segment. Lifestyle: Two key lifestyles were identified. b. We plan to focus on magazines and malls as our primary advertising medium.

The image we wish to portray is that of a high quality product that is appropriate for regular use. Another significant strategy we have planned is the use of Haul videos to ignite a social media revolution in the field of cosmetics.“spreading the word”. We plan to offer our product mostly in the retail outlets and malls. Consumer Behavior Analysis The A-C-V Analysis 11 .

The Onion Peel Framework The primary interviews that we conducted offered several insights into how women think. The following are few of the observations that we have made: 1. It is as though the use of the lipstick improves their concept of how they look and this in turn helps to boost their confidence. The top level emotions that were discussed in our conversations centred around the objective of looking good. They want lighter and more energetic shades with shine and glimmer. The younger women on the other hand seem to have an overwhelming liking for lip gloss. Mental Segmentation by the Consumer Almost all the respondents that we interviewed had segmented the users of lipcolor on t the basis of age. The idea of exclusivity 12 . This sort of segmentation is self selffulfilling in the sense that all women seem to have this distinction in their mind and their buying choice gets modified accordingly. The use of the lipcolor makes them feel more confident. The most primal need bei satisfied – confidence being All the women we interviewed focussed on this one feeling. 2. Putting these two together we would like to Putting infer that women link their confidence with their looks. 3. The respondents observed that the older women tended to use more of lipstick and more toned down or deeper shades than their younger counterparts. feel and reason with regards to their decision making process for all questions involving their choice of lip colour.

For example pink was often described as a cute. For formal events like office wear. Skin Tone All women we interviewed had their facial tone as the base criterion for the choice of the color. Most of the luxury fashion snob goods derive their value from being able to display or flaunt the product. blue and 13 . They seem to associate lighter colours with light colored dresses. They don’t want others either to consider that fact and hence would like the product to look as natural as possible. Hence they don’t want to consider the fact that they are not perfect. Somehow they want to look good but appear so without using the product. The prominent feeling here is they seem to want to show that they look good but they want it to be as natural as possible. fresh color. One thing that continually seemed to bother us was how women obtain the exclusivity feeling. 5. Brown was mostly associated with being “aged”. “sexy” or “in your face colour”. Hence again the background setting that we might portray in our ad campaign must match the product offering as mentioned before. 8. The feelings were affected by the color and shade. They seem to associate a look with the specific occasion. sensual and sexy. 6. The answers that we got in this regard reinforce the “confidence equation” mentioned previously.4. they would prefer toned down and deeper shades. beautiful. The association that seems to have formed in the consumers mind is “people use it when they don’t look perfect”. It seems to indicate that pink was associated with naturalness and youth. The distinct impression we got was for the former events they want to look good without looking made up. But this can’t be done with a lip product. The choice of the setting in the ads should match the product offering we make in this regard. yellow. They want to look good but don’t want anyone to know how Most of the women we interviewed are from the upper middle income segment. Hence using the product actually seems to enhance their self-worth provided they appear as natural as possible Feelings that consumers associate with their looks Most of the people we interviewed spoke of how the use of lip color made them feel. For example white. The adjectives used were pretty. On the other hand for the latter case they definitely want to show that they are dressed up and presentable. Here again we can see the feeling of looking good while being as natural as possible being manifested. feminine. Red on the other hand was variously described as “hot”. The choice of what the person wants to feel depends on the occasion. The occasion influences the choice of look This aspect was uniformly observed across all women. Dress Associations All of them also had the dress colour as a criterion while choosing their lip colour. They don’t seem to want or don’t seem to bother if others know or not that they are using a premium product. 7. The lip colour chosen must augment their natural facial tone. “happy happy”. The self-satisfaction that they get from the use of a premium product gives them the feeling of exclusivity. We believe this has great significance in the promotional ad campaigns we use. The self-knowledge that they are using a premium product is more than sufficient for them to feel exclusive. When they are in a formal setting most of them wanted to look elegant and ladylike. Again we can relate to the confidence factor. elegant. nice. For parties and traditional gatherings they would prefer more prominent colors and shine. On the other hand for events like parties they wanted to look sensual and sexy.

Product Positioning preferences We gave the respondents two choices – keep the same colours of all brands together OR keep all colours of one brand together. pink dresses overwhelmingly voted for pink colours while darker dresses like green and black were paired with darker colours like brown and coffee. It’s interesting to analyse this scenario because of several reasons. However how these opinions were received were very fascinating. then the brand and finally the price to help her narrow down the choices. When the opinions reinforced the consumers own opinions they were taken into consideration.9. 13. This could potentially affect how we place our products in the display. 12. Fixation with the lip colour The natural look comes into play here too. However when they were in contrast. Most women said “I listen to my friend’s suggestions but the decision is finally mine. Fair skinned folks seemed to want exclusively different shades of pink. Word of Mouth advertising and online/print recommendations 14 . The distribution was also very specific. The feelings often ranged from frustration to helplessness. It was always the search for “the perfect pink colour that matched my skin”. Most of the others however indicated that they rely on their shopping companions for advice. There was a uniform feeling of discomfort that was hinted at when they tried shopping from branded boutiques. more often than not they were rejected. On the other hand most people said that malls offered them a wider choice in terms of brands. All of our respondents had an overwhelming preference for pink and brown. However some of them did indicate that if they are decided on a brand then they would prefer boutiques as it helps them narrow down. The first case added to their confusion and the second case gave them the opportunity to look at other colours as well. For our target audience this gives us a fairly good picture on the distribution channels that we will need to target. Feeling Lost Most of the women we interviewed admitted to often feeling lost when they were confronted with so many varieties of cosmetic products. These women have choose different ways to get out of such sort of situations. They felt that the atmosphere was “snobby” and “suffocating” and they found it harder to leave the place without buying something even if they didn’t want it. Buying from malls The segment we are trying to target seems to buy mostly from retail chains and outlets rather than from branded boutiques. Most respondents chose the second one. 11. One woman described a limitation process of first limiting the color. This gives us some insight on how we should possibly arrange and display the products in the stores to avoid this effect. 10. Darker toned people on the other hand were invariably drawn to the brown shades as they appeared most natural on their lips. We again have something to consider in our choice of props while we prepare our promotions strategy. One of the functions that a companion serves was explained in the previous point. The presence of shopping companions 90% of the women we interviewed said they shop for their cosmetics with their friends or relatives.” Somehow these companions serve the purpose of helping the consumer solidify a choice that she has already made. These companions often provide advice and suggestions to the consumer on the product choice. 14.

200/. It ranged from very simple to very complex. They might casually browse through fashion magazines. While some people were not concerned about price at all others were willing to go beyond their limit by only Rs. We feel that this should therefore be a prominent theme in our ads. This shows that the choice of the communication channels to the consumer needs to be properly evaluated Packaging The packaging of the lipstick affects the consumer’s buying decision. Fluid Colour Preferences All respondents said that when they go for purchasing a lipstick they go with a set colour in mind. Price Sensitivity and Quality associations The women we interview had price ranges from around Rs. 18. Application Process Another aspect on which there was a huge difference among the population was on the way they applied their lipcolour. While most women said that they would try and stick to their budget. 20. But when they do give feedback in such a scenario they carry a lot of weight. Choosing Time This was one of the areas that we saw huge variation in responses. But on the other hand we could end up confusing the consumer if we offer too many. Something that is priced low is considered to be a cheap and bad-quality product. Some of them tried on 4-5 shades before deciding while other had to try on 10-15 shades. Most women agreed that they would like a luxurious packaging – however they were insistent that they would not be willing to shell out a larger amount unless the product was top-notch quality. This gives us a trade-off situation – offering greater variety so that the consumer could potentially like and hence buy more varieties.to Rs. Hence our package design is a potential means to attract the consumer. Some of them hinted that people attention was often focussed on their lips. 17. most of them said yes. However once they reach the store they are willing to change the choice of their colour or shade if they like something else. However the degree to which they were willing to stretch varied widely. on being asked if they say a lip colour that they loved and the price was beyond their budget if they would still buy it.15. While some women 15 . Hence packaging with respect to convenience in handling is important. 19. Hence we must be careful in pricing our product so that we don’t convey a negative image about our product while at the same time managing to capture maximum audience. They don’t visit the cosmetics websites. 16.5hours. Another observation that we made is that most of the women in our target segment carry the lipstick along with them. Attention All the women said that the use of the lipstick drew attention to them. Most of them see this as natural and even seem to enjoy it. All women that we interviewed said that they don’t provide any online reviews. Another important observation we made was most women associate quality with price. Hence most of the mental price limits are not hardstops. The most interesting observation however was the fact that they don’t give feedback to their immediate circle unless specifically asked for or unless the topic comes up for discussion.1000/-. Some people made their choice in 15mins while others stretched it out as long as 1. This wide variation shows us that our store planning must be such that we facilitate maximum comfortable setting for our customers.100/-. The point to note here is we do not know if they are actually able to draw attention but rather that they perceive so.

22. it is not yet so in India. While most women prefer matte for office applications they feel that it’s hard to apply. This was the case with the women we interviewed. That could potentially be one reason why people are moving from lipsticks to lipgloss. Others follow the traditional style of blotting out and reapplying a second time to give greater colour. It was surprising to find that most of them displayed either ignorance or indifference. While this shows that the population is not too sensitive to such issues we must try and brand ourselves as producing responsible products. Another important fact is that while in the western world most women associate the usage of lipstick as a mechanistic process. lustre and satin. We wanted to know how our audience reacted or reconciled to this issue. While these give us chances to improve our products it also shows us that a lot of the issues can be resolved by properly educating the consumers. 24. Our Product Offering: After analyzing the market and narrowing down our research to find our target audience. Hence this gives us a chance to utilize our efforts to increase the usage among the urban women and also to probably pull in more consumers. or coarse or sticky. Others were of the view that bigger brands would take care not to do things like that. Awareness of contents and consciousness of environmental impact Animal testing and the presence of lead content in lipsticks are two issues that have rocked the industry very often. Some of the words used to describe the texture were amplified. However some of them seem to not keep track of the usage and when it gets over or when they should “replenish”. Negative Experiences and Associations When we asked them why people don’t use lipstick if it gives them confidence. Product Usage and awareness The normal time duration for which a lipstick lasts is around 2-3 months. We have also tried to understand our consumer’s behavior through in-depth interviews and have taken the popular choice for choosing our product by conducting a vote between two products 16 . choose to simply dab it on their lips others would prefer a single application. Others have had bad experiences like flaky lipsticks or smudging or peeling. we have now come to a stage where we can offer a product and strategize the possible ways of marketing it. One of the respondents said “This survey is making me realise that I haven’t bought one in a very long time so I need to go and buy one”. Women have to remember to wear it. Hence this is something that we can consider as a product improvement in our offering. Some said “It’s not an issue at all” or “I don’t care” or “I have never thought of it until now”.21. some of them felt that people often associate lipstick with dry lips. This gives us another chance at creating a different segment. 23. They considered the texture that it imparted to their lips quite important. Some of them even have two to three of their own ways of applying the lipstick based on the effect they want Value for texture A common need that most women wanted was the smoothness in product formulation so that application was easy.

It has two separate compartments. Gorgeous Me lipstick Thus. Our target audience is the modern Indian women who go to offices and want to be taken seriously for their work. They do have a fun side to them when they want to break free from shackles of society. This also makes our customers more clear about the colour inside the bottle thus saving them time everyday when getting ready to apply a lipstick. one filled with a basic liquid colour to suit the office look and other with a gloss to give lips the moisture or shine just enough for any day. Mabelline’s new range of lipsticks called Gorgeous Me is our new product. The smooth applicator technology 17 . Product Many a times it speaks the attitude of women in a particular make-up. The transparent bottle gives the owners a sense of the quantity left and hence they can plan their next purchase without any guess work. A combination of these two gives you a perfect finish of smooth and gorgeous lips which are ready for a party. The results showed a remarkable popularity (80%) for the product we will be offering and is attached as appendix B as Table 11.amongst our target audience. our motivation of making Gorgeous Me lipsticks was that it could give 3 completely different looks came about.

Glide colour onto your lips like velvet. Lip Balm and a Lip Gloss all in one. smudge-proof colour. Since women associate quality with price. 450 would make it apt as it is not cheap and neither to costly for its market entry. Promotion It is about stimulating customers to buy a product. you can easily control the amount of the liquid lipstick which is very rich plus you can adjust it if you want your lips to have a lighter or a darker shade. The super soft applicator gives your lips a consistent colour and shape like never before. The unique long-lasting colour fix formula goes on smooth for rich. It combines rich pigment with ultra-moisturizing gloss. as the colour goes out at the tip of the nib. Shade Card for lipstick Pricing Since it is a new technology packaging which offers a lipcolour and a lip gloss into one lipstick. The price sounds perfect for a woman who believes and wants to treat herself to high quality products only. What is even better is that this lipstick comes in variety of 30 sheer shades to match your skin tone at a price which is unmatched for its quality. All one needs to do is twist body of pen until the lip colour is seen at the tip of the nib.Our "no more messy" strategy comes to play since it uses a unique twist to open pen body. Some specifically said they don’t like sales personal airing 18 . a free-sample campaign and emphasis on personal selling. So your lips stay perfect all day long. PR activity. The moisture-drenched gloss lavishes your lips with high-shine. 450. thus it needs to be priced in accordance to the benefits that we get from it. pricing the lipstick at Rs. Sales promotion can be• Pull strategy which encouraging purchase We would run advertising campaign. Lips Go hi-tech with this unique 2-in-1 lip colour. Leaving you with the perfect smile. The gloss has a firm nylon brush for smooth application. Most consumers also feel that sales girls are ‘pushy’ while some tried out new colour and brands only if sales personal offered them. This is the other end of the product which would be used as often as the colour alone for a natural look. The package has 3ml of colour and gloss each and will cost Rs. It’s a lipstick.

clusivity.opinion. We would stock our products in Malls and Modern retail stores. Chennai (these are used by working women). Hence these channels would not be adopted. but don't like made up look Benefits Subtle lipstick Personality Confident beautiful young lady Differentiation Dab On Lipstick + lip gloss Essence Lipstick bring out inner beauty 19 . • Push strategy which encourages the distribution channels to stock the product. Advertising insights: Target Group 20-30 years Working women Insight Lipsticks make women feel confident. From the interview we inferred that consumers have a negative association with methods like offering free gifts or trading stamps. Mumbai metros are ruled out because they are too crowded and people are too busy to notice ads on trains. ote Advertising in media We would concentrate our advertising campaign in the following • • • Print: Fashion and Women Magazine Broadcasting: Television Outdoors : o o Vertical Banners in Mall Metros trains in Delhi. We would explore partnership with beauty parlours to promote our product. arranging demonstrations or exhibitions. Further beauticians tend to influence the buying behaviour. Hence the sales personals ought to be taught to identify these consumer segme and deal segments with them appropriately. temporary price reductions with quality and exclusivity.

Exhibition specialist need to be hired to arrange the products in an attractive as well as ergonomic fashion. Once the consumers see a haul video they are likely to host a video of their own reviewing the lipstick and rating her top 5 lipsticks. which displays items recently purchased. 20 . You Tube had tracked nearly 150. Some of the individual videos have received tens of millions of views. Social networking sites Encourage discussion on Tweeter. It’s a social campaign which brings about brand consciousness and awareness about the consumers. Many young adults (mostly women) have displayed their shopping hauls.).Public Relation (Spin) Reviews in newspaper Newspapers carry reviews of cosmetic products. By May 2010. The posting of haul videos (or hauls) has been a growing trend. posted to the Internet. during 2007-2010. including product details or even the price. We believe if the haul videos rank our product in the top it would influence the positioning of our product in the subsequent haul videos. Ambience in the stores such as near natural light or soft light that would help in judging colour better. accessories. This would turn into snow bowl effect. while including their beauty and design commentary in the narration. placing the product in places of prominence like entrance of Malls or Stores would be appreciated by consumers. Further consumers do not go for shopping with the idea of buying lipstick. Haul Videos: “Online Word of mouth publicity” A haul video is a video recording. We should host haul videos and trigger word of mouth publicity. postage stamps. We would place our product line in malls and modern retail stores like Shoppers Stop where all the cosmetics are placed together. Placement Our product would be positioned in Rs450 range which we believe would aid in projecting an image of quality to our consumer. etc. forming groups in Facebook and monitoring these to judge the consumer perception and direct their attention towards more favourable ones. Hence the products will have to put up in places frequented by the target group which are Malls and Modern retail store. the need seems to be in their back of mind and when the come across a product that meets their criteria and liking they buy one. The videos are often grouped by store name or by type of product (cosmetics. The consumers also try new brands because the reviews in hauls are considered more personal and truthful. Our product needs to have favourable reviews. clustering of products of same brand. Our consumers toocan afford to spend this amount on cosmetics.000 haul videos. shoes. Its been observed that consumers like to buys all cosmetics in a single and this is impulse buying.

The basic difference is in the amount of shine that is present. Student All questions use lipstick are the product. I tend to co-ordinate with my attire for events such as parties. For formal occasions like in office I would prefer that it imparts a degree of elegance. It helps me to enhance my lips. 3. Do you use either of lipstick or lip gloss? I use lip gloss normally. However if you use lip gloss instead of lipstick kindly answer all questions with lip gloss as the relevant product 1. Which brand do you use? Why are you attracted to this brand? Do you think this brand is better than the others out there? How? Do you use any other brands? 21 . While married women more often use lipstick. 2.Appendix A Transcript of Interview – Priya Name: Priya Single. It helps me when I want to look sexy or want to project pouting lips. The need for moisturising my lips is only secondary. 5. How often do you use lipstick? Do you use it on a daily basis Do you use the same lipstick or different one for special occasions? Does your choice of lipstick change with the occasion at hand – like marriage. formal event? I use it on a daily basis. Youngsters prefer to use lip gloss more often. On normal occasions I think I just want to look pretty and I don’t think too much about the other aspects. Why do you use it? I use it because it makes me look good. -------------------------------------------------------------------------------------------------------------------------------------1. For occasions like parties and when on a date I would prefer more sensuality. Do you think it draws attention to you? To your lips? Yes it does draw attention. 23. party. I feel that the usage various across age groups. It particularly helps me to stand out when others around me don’t use it. However I use lipstick for formal occasions. it definitely helps me. It gives me more self confidence. 4. I tend to use more prominent colours for events such as parties. I normally use one or two very light neutral shades or mattes for everyday usage. I feel conscious if I don’t use it. Does it in anyway make you feel prettier? More beautiful? More elegant? More feminine? Any element of sensuality? I think the use of lipstick gives me all the above qualities but it varies with the occasion as well. It is also a style statement and I feel it makes me look more attractive.

For brown /yellow/orange coloured ones I use brownish gold and for green coloured dresses I use nude or brownish colours. How do you choose your colour and shade? Do you match it with you skin tone? Do you match it with your dress? What is the colour combination you use? I match it to both my skin tone as well as my dress. If it has a square shape then I think it holds more quantity. My friends liked it but it didn’t work out for me. But there was this one product from Lakme which I didn’t like. But when I went to buy it a second time they had raised the amount as they had improved the look of the packaging. I usually go to malls to buy them. However if I really need a lipstick and the one I want is not available then I check out similar shades of other companies and will buy them if I like it. I guess I won’t really take the chance since there are so many other choices out there that I don’t see the reason to do so. Darker shades tend to add to my age. Another factor that leaves an impression is the shape of the bottle. It’s like a mental price limit. I want something that is long lasting. It’s the shade that is more important. 6. I generally keep two shades for regular use. Is there a brand besides the one(s) you disliked that you would not recommend to your friends? Why? No 4. I might not want anything besides that one. 5.then I will NOT buy it. I am definitely price sensitive. I keep another three for occasional uses. I might go with a specific lipstick in mind. There was this example of an eye-liner that I bought. It is not above 1000/. Is there any brand that you have used but disliked? Why? If they rectify the fault will you be willing to try it again? Not entirely sure. One with extreme sparkle to mix and match. 3. 22 . I really liked it. Since roll-ons are expensive I must really like them if I am to buy it. one which is dark maroon and another which has a gold burnished look. It mostly depends on the amount I have with me. I am not too company specific. It’s the shade that is most important. It didn’t go well with my lips. others are not.I use mostly Lakme and Maybelline. Some are smoother and softer. What is your favourite colour? What is your favourite shade? Why is it your favourite shade? How many shades do you normally have? Pink is my favourite colour. One of the differences lies in the brushes. would you still buy it? How sensitive are you to price? If your favourite brand raises the price beyond your affordable range would you still buy it? How far would you let the price rise before you decided not to buy it? My price range is usually 160-6/700. For white/black/blue/red/pink coloured dresses I use shades of pink. If the price has been raised significantly then it means that some upgrade has happened. Is there a price range that you set for the lipsticks you buy? If you find a shade that you really like but is outside your price range. I might also sometimes eventually end up liking the new product more. Packaging also affects my choice. It makes me look young. But money is only secondary. But I find the round one easier carry as I can easily keep it in my pockets which is particularly helpful when I take it for parties. 2. It goes best with my skin colour. Wild berry is my favourite shade.

7. It’s not a very nice feeling. Would you like to use a maverick colour? Like which one? Never. -------------------------------------------------------------------------------------------------------------------------------------1. When you go for purchase do you visit alone or with other friends I won’t specifically take any one with me. Pink. Would you use different shades between office and personal situations? Yes 8. However if the product I want is not there and there is a boutique in the same mall then I will go and check it out. I really don’t need anyone’s help. Do you take feedback from the salespeople? I check out magazines. as I can check out a variety of brands. I would also prefer that all cosmetics of a brand are kept together rather than having lipsticks of all brands being kept together. It makes me confused. But if I were to try out other’s lipstick and if I liked it then I’d get that for myself. 4. cosmetic websites. chirpy Coral – Elegance Brown – Aged Plum – sexy Red – sexy 10. It’s like there is a compulsion to buy when in a boutique store. I find it much more difficult to say ‘no thanks’ and walk away from a boutique than from retail outlet. However I have gone with friends when they have needed help with their purchases. It’s mostly need based. 2. Boutiques tend to create a very uncomfortable snobby atmosphere for me. but I might still have the other cosmetics left with me so I’ll just buy the lipstick. Do you buy your lipstick along with your other cosmetics? Would you prefer that lipsticks and other cosmetic items be placed together? Yes. Plum. Coral. I really don’t take advice from others. I don’t need others opinions. Besides when all cosmetics of a brand are kept together then I also tend to buy other cosmetics of the same brand. Where do you usually buy your lipstick from? Do you get them from branded boutiques or from retail chains? Which one would you prefer?’ Retail Chains. or check out reviews on magazines. Brown. Dark Maroon Pink and Beige brown 9. Do you take recommendations? From where do you take them? Do you ask friends. I know what I want. mostly the ones stacked in salons. I go shopping for a lipstick when I run out of it. 3. I don’t like the emo look. If you were asked to choose only 3 colours or shades which ones would you choose? Light pink. I might try out for nail polish.Biege. What emotions or feelings do you associate with the following colours . 23 . Red ? Can you elaborate? Biege – sophisticated Pink – light fun.

13. The second one is moisturising – to a certain degree. I bought my last set in the last term. I feel lost when there aren’t any shades that I like. 14. 8. I would select the type and then she would show me all the shades that are available in that particular category. However if I really need one and can’t find one that I want then I am willing to make a compromise and buy one. 11. Are you concerned about the green-ness of the product? I have never thought of it until now.5. Also long lasting ones tend to be darker shades which I’m not too fond of. Do you provide reviews once you buy a lipstick? Do you advice your friends and colleagues? Only if they ask me. How is subsequent experience fed back into the decision? 15. besides since I carry my lipstick with me I don’t find it a particularly significant issue. What would cause you to re-evaluate your decision to buy a particular lipstick? 10. I’m not too particular about the life cycle. The third is the life cycle – how long it stays on. How do you choose your lipstick? How do you go about the selection? I would go for the outlet that has the specific brand I want. What are the requirements you look for when you buy a lipstick? Most important is the shade – if it suits me. 24 . The salesperson would show me the different types that are available. Two of them tend to last for a month and a half. Do you check for the ingredients when you purchase a lipstick? Never till now 16. I tend to try it out on my hands. When none of the shades available are ones I don’t really want then I kind of feel frustrated. Do you go for a purchase with a particular colour in mind? Or are you more willing to change your colour preference when you see the available range in the store? Yes and Yes 6. How would you prioritise your requirements? What criteria would you use to evaluate performance on each requirement? How would you evaluate? 9. A lipstick that stays on for too long tends to be harsh on the lips. I mostly cover what I like within 15mins. Do you ever feel lost when you are trying to decide on a lipstick? What do you do then? Not entirely. However if there’s a big issue that crops up then I might consider. Most of what is available in the store gets covered in this time. Besides I think that most of the big companies would avoid making mistakes in this aspect like using animal testing. 12. How long do you spend in choosing? How many do you try before choosing? How do you do your trials? Around 10-20mins. I check it out in artificial light and I do my shopping mostly in the evenings. 7. Have you engaged in impulse buying? How many have you purchased over the last 3months? Yes if I like it.

It puts the middle of my lips into prominence. She is used to the use of plain colours in office that she doesn’t consider the use of gloss even for social occasions. I believe that people of different ages want different things from a lipstick. Do you like flavoured lipsticks? When would you use it? Yes. The second way is to apply lipstick along the middle strip of my lips and then use gloss to spread over the rest. My mom never goes for a glossy finish. I apply lipstick and then gloss on top of it. Would you prefer a glossy lipstick? Or would you prefer a matte followed by a natural gloss product? I would prefer the matte followed by natural gloss. Does smudging irritate you? Would you go to the trouble to reapply every now and then? It hasn’t really happened to me 7. 9. How do you apply the lipstick? (the procedure you use for application) I am happy with the shape of my lips so I don’t use lip liner. Please provide any other pertinent details or feedback or observations. It helps me create an impression of a pout.-------------------------------------------------------------------------------------------------------------------------------------1. If you could change something about the lipsticks that you have used what would it be? I’d would like one concept that is found in foundations. Do you carry your lipstick along with you? Yes 8. Do you have to engage in any particular hygiene regimen because of your use of the lipstick? I don’t wear lipstick to bed. Do you use lip liner along with the lipstick? No 4. 6. But I really don’t care if there is no one to see me. 3. I take care to remove any trace of cosmetic before I sleep. Would you like to be seen with or without your lipstick? Why do you want to be seen so? Yes. 5. Having a setup that helps me to vary the amount of two liquid colours that are used to create a range of shades. I feel that people in the age group of 35-40 don’t wear gloss as they think they won’t be taken seriously so it’s an issue of self-image 25 . I dislike too much of gloss as it doesn’t look nice. There are 2 ways I normally apply lipstick. 2.

Do you use either of lipstick or lip gloss? I use both. If I am to stay in office. As I usually do entire makeup when I use lipstick. Why do u choose this brand? Do you think this brand is better than the others out there? How? Do you use any other brands? 26 . so every part of my face is enhanced not just lips. Does it in anyway make you feel prettier? More beautiful? More elegant? More feminine? Any element of sensuality? I think it helps me look more elegant and more feminine. 4. Do you use it for your office? I am in HR. Working . Do you think it draws attention to you? To your lips? Yes. party. Which is your primary brand? Maybelline. I think it certainly draws attention to me. Do you use the same lipstick or different one for special occasions? Does your choice of lipstick change with the occasion at hand – like marriage. No. Customer Product Preference 1. 2. Which brand you use? I use Maybelline and Lakme. I may skip it. On occasions also. I use whenever I have to make a trip out of office.Transcript of Interview – Hina Name: Hina Single. not to my lips alone. formal event? My lipstick choices are usually driven by my dress.) 5. 25. health and protection. Why do you use it? I use it to break out of monotony as it gives me a fresh look. 6. I choose whatever lipstick I would like with my dress. I will categorize it under style statement from (a symbol of achievement. element of attraction. 2. 3. herd mentality or if it’s just something done on a routine basis. How often do you use lipstick? ---Do you use it on a daily basis? I use it 2-3 days in a week.HR Interview Questions Basic Customer Need Identification 1. style statement. female emancipation. hygiene.

In total. And I also like the texture it gives to my lips. Brown. I can consider a shade if it is close to my price range. 4. I have 2-3 shades of brown. as there are a lot of shades and variety that is available within this budget range. 3. I match with both my skin tone and dress. Coral. I don’t think it is because of any fault. I use brown mostly as it goes with my face. 5. It is just the shade I choose. If they raise it to 800. Red ? Can you elaborate? Beige – Elegant Pink – Feminine Coral – Sensuous Brown – Natural Plum – Feminine 27 . I don’t think I need to go beyond 500. Is there a price range that you set for the lipsticks you buy? If you find a shade that you really like but is outside your price range. I didn’t like it. 500. 7. 9. I use Lakme also. Many of my friends are use Revlon. I would have 5 lipsticks plus lipgloss. Pink. Would you use different shades between office and personal situations? No. Plum. But I would ask them not to go for cheap local brands as it harms your lips. How do you choose your colour and shade? Do you match it with you skin tone? Do you match it with your dress? What is the colour combination you use? Yes. just the shade that I choose wasn’t to my liking. It is my favourite shade because it complements my face. 8. If you were asked to choose only 3 colours or shades which ones would you choose? I would pick my 2-3 shades of brown and lip gloss. I would still buy it. For Maybelline. Is there any brand that you have used but disliked? Why? If they rectify the fault will you be willing to try it again? Revlon. 6.I use this brand because the shades that I like are available in this brand. 10. I would look for other brands. would you still buy it? How sensitive are you to price? If your favourite brand raises the price beyond your affordable range would you still buy it? How far would you let the price rise before you decided not to buy it? My lipsticks are usually within Rs. What emotions or feelings do you associate with the following colours . Is there a brand besides the one(s) you disliked that you would not recommend to your friends? Why? As such no. if they increase price to 600. What is your favourite colour? What is your favourite shade? Why is it your favourite shade? How many shades do you normally have? I like Brown.Biege.

28 . Do you take recommendations? From where do you take them? Do you ask friends. I will apply it on the back of my hand. But I have not faced this issue as yet. Where do you usually buy your lipstick from? Do you get them from branded boutiques or from retail chains? Which one would you prefer? From small brand or beauty outlets inside malls. I like them to tell me how it looks. I would like to use Mauve. Do you go for a purchase with a particular colour in mind? Or are you more willing to change your colour preference when you see the available range in the store? Yes and Yes. always. 4. (Retail Chains) 2. 5. I ask my mom or friends to help me choose. I don’t take product recommendations from anyone. Prominent 11. It should be stay on for longer and preferably be smudge-proof. I can change my preference a little bit. Do you buy your lipstick along with your other cosmetics? Would you prefer that lipsticks and other cosmetic items be placed together? I really don’t care. How long do you spend in choosing? How many do you try before choosing? How do you do your trials? I think I spend around 30 mins to choose a shade. 9.Red – Hot. I will apply it once on my lips to confirm or remove confusion for the final shade to be purchased. 8. Customer Purchase Behaviour 1. 3. if the shade is out of my budget. When you go for purchase do you visit alone or with other friends Yes. Would you like to use maverick colour? Like which one? Yes. Do you ever feel lost when you are trying to decide on a lipstick? What do you do then? Yes. I go with my mom and sometimes friends. I can ask the salesperson about what is the difference between the two products. or check out reviews on magazines. 6. How do you choose your lipstick? How do you go about the selection? After liking the color/shade. 7. However. Do you take feedback from the salespeople? No. It should be smooth to apply. If I like it further. cosmetic websites. And I would generally try 4-5 shades before finalizing one. What are the requirements you look for when you buy a lipstick? I like my lipstick to have gloss and shine.

10. 2. Have you engaged in impulse buying? How many have you purchased over the last 3months? Not for lipsticks. One. I use it all the time. Customer Product Usage Behaviour 1. 9. that would be ideal. Are you concerned about the green-ness/animal testing of the product? Don’t care. Would you like to be seen with or without your lipstick? Why do you want to be seen so? It doesn’t matter that much to me. I prefer flavoured lipsticks. It is a must. I might use a matte followed by a gloss product. I bought one last month for my brother’s wedding. Sometimes. Do you have to engage in any particular hygiene regimen because of your use of the lipstick? I wash off all my make-up before going to bed. I would simply wipe it off. Do you check for the ingredients when you purchase a lipstick? No 13. 11. 7. 3. 5. 29 . Does smudging irritate you? Would you go to the trouble to reapply every now and then? Yes and No. Do you use lip liner along with the lipstick? Yes. 8. Do you like flavoured lipsticks? When would you use it? Yes. 6. If there is a hint of color in the gloss. I can advice my friends and colleagues if asked. My favourite lipstick is flavoured. How do you apply the lipstick? I apply it once to my lips. Do you provide reviews once you buy a lipstick? Do you advice your friends and colleagues? Not really. If you could change something about the lipsticks that you have used what would it be? Lip gloss should have a hint of color. Yes. Would you prefer a glossy lipstick? Or would you prefer a matte followed by a natural gloss product? What about flavoured lipstick? Simple gloss would do. 12. Do you carry your lipstick along with you? Yes. 4. The flavour I have currently is Banana Pudding.

herd mentality or if it’s just something done on a routine basis. How often do you use lipstick? ---Do you use it on a daily basis? I use it daily. Which brand you use? I use Revlon. formal event? Yes. Do you use the same lipstick or different one for special occasions? Does your choice of lipstick change with the occasion at hand – like marriage. female emancipation. Why do you use it? I will categorize it under female emancipation and style statement from (a symbol of achievement. I pick the shade which goes with my dress. I don’t remember the name. Why do u choose this brand? Do you think this brand is better than the others out there? How? Do you use any other brands? I have been always using this brand. I have used Lake and Maybelline. health and protection. hygiene. 10. Do you use either of lipstick or lip gloss? I use both. Which is your primary brand? Revlon. I choose my bright shades for special occasions. 13.) 11. party. I like the shades that are available in this brand. 30 . 9. 12. Does it in anyway make you feel prettier? More beautiful? More elegant? More feminine? Any element of sensuality? It makes me look more feminine. style statement.Transcript of Interview – Vinita Name: Vinita Married. Do you think it draws attention to you? To your lips? Yes and Yes. It was in form of pencil. Generally combined in a single product. Maybelline and Lakme. Working – IT Manager Interview Questions Basic Customer Need Identification 7. element of attraction. 14. Is there any brand that you have used but disliked? Why? If they rectify the fault will you be willing to try it again? I tried a brand. Otherwise. 8. 29. Customer Product Preference 12.

Yes I will buy a shade if I like it. 19. 17. 18. peach and mauve. I use contrasting colors for pencil and outline. Would you use different shades between office and personal situations? For office. Would you like to use maverick colour? Like which one? I have used Green and Dark purple in my younger days. I match it with my dress. would you still buy it? How sensitive are you to price? If your favourite brand raises the price beyond your affordable range would you still buy it? How far would you let the price rise before you decided not to buy it? Rs 250-300. Plum. 21. 500. I match with my face. I use maroon. What is your favourite colour? What is your favourite shade? Why is it your favourite shade? How many shades do you normally have? I have shades of Mauve and peach. Brown.15. How do you choose your colour and shade? Do you match it with you skin tone? Do you match it with your dress? What is the colour combination you use? Yes. Red ? Can you elaborate? Beige – Light mood Pink – Happy. 20. For attending parties or functions. What emotions or feelings do you associate with the following colours . peach and maroon. I would use pink. Plum – Light mood Red – Hot 22. I will still buy if the price is within 500-600. I have 4 shades in lipsticks and lip gloss. Is there a brand besides the one(s) you disliked that you would not recommend to your friends? Why? 16. I might also buy a lipstick of Rs. glowing Coral – Neutral Brown – I don’t use it. Yes. Coral.Biege. Pink. Customer Purchase Behaviour 31 . Is there a price range that you set for the lipsticks you buy? If you find a shade that you really like but is outside your price range. If you were asked to choose only 3 colours or shades which ones would you choose? Mauve.

24. (Retail Chains) 15. 22. Yes. Do you provide reviews once you buy a lipstick? Do you advice your friends and colleagues? No. I took feedback from cousins but in the end it is my choice. 18. I go with a particular color in mind.14. When you go for purchase do you visit alone or with other friends Yes. 21. It should be from a good brand. Have you engaged in impulse buying? How many have you purchased over the last 3months? No. And I would generally try 8-10 shades before choosing. How do you choose your lipstick? How do you go about the selection? The factors that affect me are color. Not for last one year. Do you buy your lipstick along with your other cosmetics? Would you prefer that lipsticks and other cosmetic items be placed together? I am okay if they are placed together. I guess I will go with my husband. I try it on the back of my hand but almost never on my lips to see how it looks. What are the requirements you look for when you buy a lipstick? It should look good on my face. unless they ask. Is this because you got a lot of lipsticks from marriage? 32 . Now. 17. I am liable to change my color preference on seeing the available range. shade and brand. Do you ever feel lost when you are trying to decide on a lipstick? What do you do then? Yes. 23. I just buy it. No. 20. Do you take recommendations? From where do you take them? Do you ask friends. I used to go with my cousins. or check out reviews on magazines. 19. 16. How long do you spend in choosing? How many do you try before choosing? How do you do your trials? I spend around 20-30 mins to choose my lipstick. Do you take feedback from the salespeople? Yes. Where do you usually buy your lipstick from? Do you get them from branded boutiques or from retail chains? Which one would you prefer? From small brand or beauty outlets inside malls. cosmetic websites. Do you go for a purchase with a particular colour in mind? Or are you more willing to change your colour preference when you see the available range in the store? Yes.

Would you prefer a glossy lipstick? Or would you prefer a matte followed by a natural gloss product? What about flavoured lipstick? I would prefer a lipstick followed by gloss. 18. If you could change something about the lipsticks that you have used what would it be? I would want more stylish and attractive lipsticks. Do you like flavoured lipsticks? When would you use it? No. Customer Product Usage Behaviour 10. I left most of my shades in my maternal home which I didn’t like. But this survey is making me realise I haven’t bought one in long time. it would be great as I would not have to carry two lipsticks. Does smudging irritate you? Would you go to the trouble to reapply every now and then? No and No. I tried a flavoured lipstick but didn’t like. Do you carry your lipstick along with you? Yes. Are you concerned about the green-ness/animal testing of the product? Don’t care. 15. so I need to go buy one. How do you apply the lipstick? I apply it once to my lips. No. Lipstick and the gloss. 33 . 12. One. so my earlier ones are still running. Do you check for the ingredients when you purchase a lipstick? No 26. 25. 17. 11. 16. Do you have to engage in any particular hygiene regimen because of your use of the lipstick? I wash off all my make-up before going to bed. But they lipsticks last long. Do you use lip liner along with the lipstick? 50% of the time. If they could make a single lipstick with lipstick on one end and gloss on other.No. 14. Would you like to be seen with or without your lipstick? Why do you want to be seen so? Depends on where and with whom. 13.

) 34 . Don’t you have only one lip gloss from Street Wear? Yes. 18. It is very glittery and sticky too (chip-chip karta hai. 23. 24. hygiene. Why do you use it? I think Style statement and Protection from (a symbol of achievement. party. herd mentality or if it’s just something done on a routine basis. element of attraction. 16. How often do you use lipstick? ---Do you use it on a daily basis? I use lip gloss in the morning once.Transcript of Interview – Neha Name: Neha Single. 25. as it is very light color. formal event? I have 2-3 lip glosses from Lakme. I have also liked Avon when I was in school.Bank Manager Interview Questions Basic Customer Need Identification 13. 14. I would use it before that. And recently I bought one from Street Wear. I liked eating it. Do you use either of lipstick or lip gloss? I use lip gloss. Working – Govt Employee . I think lipsticks damage lips. But you have more lip gloss from Lakme.) 17. health and protection. I just saw the Street Wear store and bought it. Is there any brand that you have used but disliked? Why? If they rectify the fault will you be willing to try it again? Lakme. Not much. Do you use the same lipstick or different one for special occasions? Does your choice of lipstick change with the occasion at hand – like marriage. Which brand you use? I like Street Wear. Do you think it draws attention to you? To your lips? Not much. 15. Does it in anyway make you feel prettier? More beautiful? More elegant? More feminine? Any element of sensuality? It makes me look more beautiful. Customer Product Preference 23. I will try Revlon next. style statement. And if attending any party. But I like Street Wear. Why do u choose this brand? Do you think this brand is better than the others out there? How? Do you use any other brands? Street Wear is a good brand. female emancipation.

I do not match it with my dress. I use the same shades for party also. 32. Coral. then I will consider it with other brands. 28. Plum. It is light and appears natural with my face. No. Would you use different shades between office and personal situations? I only use it for office. Happy Coral – ??? Brown – Dull Plum – Sensuous Red – Hot. How do you choose your colour and shade? Do you match it with you skin tone? Do you match it with your dress? What is the colour combination you use? Yes. Is there a price range that you set for the lipsticks you buy? If you find a shade that you really like but is outside your price range. l will buy if the price is within 500. 30. I do not use lip gloss at home. No. 31. If it is 600. Brown. I will try light purple or light violet.Biege. I don’t like Pink as it doesn’t go with every dress. 29. Red ? Can you elaborate? Beige – ??? Pink – Happy. 35 . Is there a brand besides the one(s) you disliked that you would not recommend to your friends? Why? 27. I currently have 4 lip gloss. Sexy 33. If you were asked to choose only 3 colours or shades which ones would you choose? Mocha-chino. would you still buy it? How sensitive are you to price? If your favourite brand raises the price beyond your affordable range would you still buy it? How far would you let the price rise before you decided not to buy it? Less than Rs 400. I will not buy a lip gloss if it is outside my budget range. I may use a lip balm. Pink. I like natural shades. Would you like to use maverick colour? Like which one? If it goes with my face.26. I match with my skin tone and face. light pink and light orange. What emotions or feelings do you associate with the following colours . It should be the lightest. What is your favourite colour? What is your favourite shade? Why is it your favourite shade? How many shades do you normally have? Mocha chino – light brown.

What are the requirements you look for when you buy a lipstick? I look for color and brand. 34.Customer Purchase Behaviour 27. 32. How long do you spend in choosing? How many do you try before choosing? How do you do your trials? I spend around 10-15 mins to choose my lip gloss. I am liable to change my color preference on seeing the available range. It should not be too expensive. How do you choose your lipstick? How do you go about the selection? I choose on the basis of color. cosmetic websites. Yes. I go with a particular color in mind. Do you provide reviews once you buy a lipstick? Do you advice your friends and colleagues? No. Have you engaged in impulse buying? How many have you purchased over the last 3months? No. I don’t ask salespeople. I ask salesperson feedback about the brand. 37. Do you take feedback from the salespeople? Yes. Yes. Where do you usually buy your lipstick from? Do you get them from branded boutiques or from retail chains? Which one would you prefer? Showroom. I ask friends. I would do it on the back of my hand and not on lips. 29. 35. Do you ever feel lost when you are trying to decide on a lipstick? What do you do then? No. shade and brand. 33. 30. Do you go for a purchase with a particular colour in mind? Or are you more willing to change your colour preference when you see the available range in the store? Sometimes. 36. 36 . It should not be harmful to my lips. Not really. (Retail Chains) 28. When you go for purchase do you visit alone or with other friends Mostly with mom or friends. And I would generally try 7-8 shades before choosing. No. Do you buy your lipstick along with your other cosmetics? Would you prefer that lipsticks and other cosmetic items be placed together? Sometimes. Do you take recommendations? From where do you take them? Do you ask friends. And lip gloss should be durable for an year. 31. or check out reviews on magazines.

last one I bought was 9 months ago. both in terms of durability of product for the year as well as lip gloss application throughout the day. Yes. I believe if it is a good brand. 23. Strawberry and fruit flavours are my favourite. Otherwise I am okay either way at home or at office. 22. Would you like to be seen with or without your lipstick? Why do you want to be seen so? It depends on the occasion. Do you carry your lipstick along with you? Sometimes. Do you like flavoured lipsticks? When would you use it? Yes. I would very much prefer flavoured lipsticks. If you could change something about the lipsticks that you have used what would it be? If it could last longer. 21. 25. 27. 26. it would be great ! 37 . like when I go for parties. 38. all the time.None. 24. Do you use lip liner along with the lipstick? No. Do you have to engage in any particular hygiene regimen because of your use of the lipstick? I wash my face before sleeping. 20. Do you check for the ingredients when you purchase a lipstick? No 39. Would you prefer a glossy lipstick? Or would you prefer a matte followed by a natural gloss product? What about flavoured lipstick? I would prefer a glossy lipstick. then it must be okay. Customer Product Usage Behaviour 19. Does smudging irritate you? Would you go to the trouble to reapply every now and then? Not much and No. How do you apply the lipstick? Apply gloss once. Are you concerned about the green-ness/animal testing of the product? I am a little concerned.

These brands have an assurance of quality. Does it in anyway make you feel prettier? More beautiful? More elegant? more feminine? Any element of sensuality? It makes me feel more elegant and at the same time gives a feeling of sensuality. I think it probably might draw attention to my lips. I don’t think it’s a mechanical process for me. How often do you use lipstick? Do you use it on a daily basis? I forget to use it every day. The moisturising aspect is also important. I have to remember to use it. I don’t use it because others use it. Which brand do you use? Why are you attracted to this brand? Do you think this brand is better than the others out there? How? Do you use any other brands? Maybelline. I think it is natural that I would draw attention. I hardly use lipstick. Why do you use it? It gives me confidence. I started using lipcolour in the 11th grade. I like the feeling because I like being different. Is there any brand that you have used but disliked? Why? If they rectify the fault will you be willing to try it again? 38 . It makes me feel good and I also look good with it. For formal events I use muted colours or may be none at all. 5. For me it makes a “style statement”. I use lipstick when I want to change the colour of my lips and want a bit more shine. It make me feel confident. Do you think it draws attention to you? To your lips? I think it does draw attention to me. I mostly tend to use it for occasions. It also makes me stand out especially when others don’t use it. 3. There are also better health benefits with these brands – I can use them as a lip balm too. Customer Product Preference 1. I use lipstick for special occasions. 4. I don’t believe my usage is a routine event. 2. I believe their products are reliable. I prefer to use more vibrant colours for traditional events like marriages. 2. It is good to be noticed. L’Oreal and Lakme occasionally. I think it makes me more attractive. I would identify more with a ladylike elegance rather than with outright sexual imagery – a Katherine Hepburn as compared to Marilyn Monroe. Also I think the product variety is more.Transcript of Interview – Kusha Interview Questions Basic Customer Need Identification 1. Do you use either of lipstick or lip gloss? I mostly use lipgloss which is my preferred choice. so I use it once or twice a week.

I might be willing to go up to 2000 but not beyond particularly if it’s exclusive. If I really like a shade then I will buy it. I get the exclusivity feeling from self satisfaction that I am using a higher priced product than the others. If you were asked to choose only 3 colours or shades which ones would you choose? Light Pink. 5. would you still buy it? How sensitive are you to price? If your favourite brand raises the price beyond your affordable range would you still buy it? How far would you let the price rise before you decided not to buy it? My price range is generally 400-800. Coral. I wouldn’t reconsider since I am brand loyal 3. Pink. The quality was bad. Dark Pink and Chocolate 9. If my usual brand raises its prices then I will try and look for others but if I don’t find any that I like then I’ll stick to the old one even if the price has increased. What is your favourite colour? What is your favourite shade? Why is it your favourite shade? How many shades do you normally have? My favourite colour is pink. Plum. How do you choose your colour and shade? Do you match it with you skin tone? Do you match it with your dress? What is the colour combination you use? I tend to match it both my face tone and my dresses. Also since the price is pretty low I don’t think the product is good. I mostly like all shades of pink. I usually keep around 7-8 shades. For darker and brighter coloured dresses I would use chocolate lip colours. For me the self-knowledge is more than sufficient. Is there a brand besides the one(s) you disliked that you would not recommend to your friends? Why? Not really but I would advise them against using local brands. Is there a price range that you set for the lipsticks you buy? If you find a shade that you really like but is outside your price range. Would associate it with middle aged women. Brown.Elle 18. 6. 4. People who want to stand out use it. extremely aged. Red ? Can you elaborate? Biege – sober Pink – cute Coral – confidence Brown – not appealing. but my skin tone takes higher priority. I tend to keep within my specified range for cosmetics. What emotions or feelings do you associate with the following colours . 7. Plum – sober. I use light pink colours for light colours dresses. 10. It suits my facial tone the best. I like it Red – lustful. Would you like to use maverick colour? Like which one? 39 .Biege. 8. Would you use different shades between office and personal situations? I mostly use muted light colours for office and brighter colours for personal occasions. There was no shine and there was no variety.

There was this one time when I like a deep brown colour but my friend disliked it. 3. They help me judge the colour and if it suits me. however I ended up buying it anyway. lipliner. When you go for purchase do you visit alone or with other friends I go with my friends. When I feel like experimenting I would rather go to a mall since they offer a lot of different brands. Sometimes our tastes might not match and eventually it’s my decision whether to buy or not. cosmetic websites. mascara and foundation. I do ask the salespeople for their opinions when I am not with my friends. I also kind of feel the need to buy something when I go to a boutique but I don’t feel as compelled if I were to go to a boutique. Yes. 2. Do you buy your lipstick along with your other cosmetics? Would you prefer that lipsticks and other cosmetic items be placed together? Yes. Do you go for a purchase with a particular colour in mind? Or are you more willing to change your colour preference when you see the available range in the store? I most usually go with the pink colour in mind. or check out reviews on magazines. I really don’t go through the brand websites – I might do it only if I am completely jobless and nothing else in the world to do. I sometimes browse through fashion magazines. How do you choose your lipstick? How do you go about the selection? 40 . This is because I am sure I would want only pink and I would only like to experiment within pink shades. 6.Never. But I would actually prefer boutiques. The ones in the boutiques might give me more frank opinions. Customer Purchase Behaviour 1. I would prefer that other cosmetic items also be placed together since that would make it easier for me to pick and choose. 5. Do you take feedback from the salespeople? Not always. 4. However I think they can be biased toward a brand or colour especially in the malls. I usually know which brand it is that I want – in this case I feel boutiques would be better since they give more of a choice of the same brand. Do you take recommendations? From where do you take them? Do you ask friends. I don’t like looks being imposed on me. The other primary cosmetics that I would prefer having placed along with the lipstick are eyeliner. But the value I give to their advice depends on the friend in question too. Where do you usually buy your lipstick from? Do you get them from branded boutiques or from retail chains? Which one would you prefer? I buy my cosmetics from malls. I choose and try different shades in different price ranges and usually end up buying the mid-range one. I would also prefer that all the pink lipsticks of all brands placed together rather than having all the colours of one brand being placed together.

I would also want it to provide moisturising.7 12. In the past three months I haven’t bought any. Do you ever feel lost when you are trying to decide on a lipstick? What do you do then? I have felt lost very often. I feel lost because most brands basically offer the same things – the same shades of colour and the same features and additions. not voluntarily. I don’t give any online reviews nor do I consult online reviews. What would cause you to re-evaluate your decision to buy a particular lipstick? 10. Customer Product Usage Behaviour 1. I would do that first by setting a brand barrier then a price barrier and since I am almost always fixed on pink the choice narrows down a great deal. I more often use it for special occasions. I try to get out of that mode by trying to limit my choice availability. I also need some degree of shine. How long do you spend in choosing? How many do you try before choosing? How do you do your trials? I usually spent around 1 hour in making my purchase. Have you engaged in impulse buying? How many have you purchased over the last 3months? Yes but it also depends on my mood. How do you apply the lipstick? I blot it out and reapply. 14. Do you provide reviews once you buy a lipstick? Do you advice your friends and colleagues? I do give my opinions but only if I am asked.I apply it on my hand and see how it looks. Do you use lip liner along with the lipstick? 41 . 7. I try on around 20 different ones on an average before I make my decision. Would you like to be seen with or without your lipstick? Why do you want to be seen so? I don’t feel the need to always be dressed up. Do you check for the ingredients when you purchase a lipstick? No I don’t. I might sometimes even apply it on my lips to see the effect. What are the requirements you look for when you buy a lipstick? First off I’d want something that wouldn’t harm my lips. Are you concerned about the green-ness of the product? No I don’t. Since the malls mostly use harsh lighting I might insist on switching or dimming them when I try on the lipcolour. 13. I feel more sober when I have my natural lip colour – I am my natural self but I know that I look good. 15. How would you prioritise your requirements? What criteria would you use to evaluate performance on each requirement? How would you evaluate evaluated? 9. Then I start looking for the qualities I mentioned in qn. 2. 11. 3. 8. But I think that choice would also depend on the occasion which I have in mind while I am shopping – a little bit of shine for general purchases and a lot more for events like marriages and personal gatherings. I always do it that way.

However if you use lip gloss instead of lipstick kindly answer all questions with lip gloss as the relevant product 1. 4. 9. 7. How often do you use lipstick? Do you use it on a daily basis Do you use the same lipstick or different one for special occasions? Does your choice of lipstick change with the occasion at hand – like marriage. Would you prefer a glossy lipstick? Or would you prefer a matte followed by a natural gloss product? I would prefer a matte because it helps me adjust the amount of shine that needs to be there. 5. 8. I am not allergenic to lip colour as such. 6. I feel under confident (the respondent was very emphatic on this statement). Do you like flavoured lipsticks? When would you use it? Yes. Do you use either of lipstick or lip gloss? Yes. If you could change something about the lipsticks that you have used what would it be? I am fine with what is available right now but I would like it if all the lip colours came in with sunscreen protection by default. I use it almost always. on a regular basis I use gloss and in parties I use lipstick. My favourites are strawberry. formal event? 42 . 2. Transcript of Interview – Richa Interview Questions Age: 23 Occupation: Student All questions use lipstick as the product. I use both depending on the occasion. on top of which I would use a gloss.Yes. Do you have to engage in any particular hygiene regimen because of your use of the lipstick? I take off all my makeup before I go to bed. I don’t like the glossy ones because they are too shiny. vanilla and chocolate. It helps define my outer lips more prominently and then the application of the colour also becomes easier for me. I would take the effort to reapply it properly if this happens. Do you carry your lipstick along with you? I carry my lipgloss along with me. party. Does smudging irritate you? Would you go to the trouble to reapply every now and then? Yes very much. So.

Does it in anyway make you feel prettier? more beautiful? More elegant? More feminine? Any element of sensuality? Pretty. light pink colour and for parties I could wear a brown shade if my dress is very heavy. feminine. I also have elle 18 which is even cheaper(it is sub brand of Lakme).1500. Occasion wise NYC. 1000+. Marriage. It did not stay for longer and I used to clot on my lips (cracked when I applied it). Which brand do you use? Why are you attracted to this brand? Do you think this brand is better than the others out there? How? Do you use any other brands? For regular use I would not go for the costly ones like Maybelline. 3. 3. elegant and beautiful. Honestly speaking. I would not go for more that Rs. Is there any brand that you have used but disliked? Why? If they rectify the fault will you be willing to try it again? Wallstreet. considering the costlier nature. -------------------------------------------------------------------------------------------------------------------------------------1.Weekly. I started following my mom to be frank and I feel it is better. For professional use a shade between brown and pink. It’s my mindset to use Lakme to use for regular use. Element of attraction could be one. 5. It should match well with my dress too. I have a whole range of shades. would you still buy it? How sensitive are you to price? If your favourite brand raises the price beyond your affordable range would you still buy it? How far would you let the price rise before you decided not to buy it? I start from Rs. No. I’m dedicated to my brands. 299+ which is the Lakme lipstick price. 2. I would use Lakme for day to day use. Is there a brand besides the one(s) you disliked that you would not recommend to your friends? Why? No 4. 4. Do you associate yourself with these actresses? Katherine Heigl (ladylike) and Marilyn Monroe? No. I don’t use others on a regular basis. Maybelline etc. I do have lipsticks for around Rs. 43 . If I get up early and have time to get ready I would use a lipstick otherwise I won’t even think about it. If I go to college I would prefer muted colours. Why do you use it? I don’t know. but I prefer light pink colour. 6. Is there a price range that you set for the lipsticks you buy? If you find a shade that you really like but is outside your price range. Do you think it draws attention to you? To your lips? No. a mixture is what I use. I would use a shimmer too.

Where do you usually buy your lipstick from? Do you get them from branded boutiques or from retail chains? Which one would you prefer?’ There is a cosmetic shop in Mumbai where I usually goto. If you were asked to choose only 3 colours or shades which ones would you choose? Light pink. Red ? Can you elaborate? Pink – Pretty Coral – baby feeling colour Brown – Hot Plum – I don’t prefer that shade Red – I just don’t red 10. coffee and violet n pink with a silver tint. 7. I have lots of shades. When I purchase I would generally buy pink. How do you choose your colour and shade? Do you match it with you skin tone? Do you match it with your dress? What is the colour combination you use? I am a diehard fan of cosmetics. 8. -------------------------------------------------------------------------------------------------------------------------------------1. In Bangalore. Coral. 44 . Plum. What is your favourite colour? What is your favourite shade? Why is it your favourite shade? How many shades do you normally have? Pink is my favourite colour. I’ll get confused. so whenever my parents or relatives go abroad they get me cosmetics as a gift. I match it to both my skin tone as well as my dress. Would you like to use a maverick colour? Like which one? Never. 9. 5. Light shades are my favourite as that matches my skin tone. Brown.I will buy anything that I really like. it’s the malls that I goto. people call me crazy cause I have around 30 lipsticks! 6. I would not prefer to goto a branded boutique. I am not sensitive to the price then. What emotions or feelings do you associate with the following colours . It should be brand specific placement.I wanted pink n violet mixture colour. I would also prefer that all cosmetics of a brand are kept together rather than having lipsticks of all brands being kept together. Malls give me variety at one place.Biege. 2. I would still buy it as I am addicted to it. Do you buy your lipstick along with your other cosmetics? Would you prefer that lipsticks and other cosmetic items be placed together? Yes. If lakme increases its price. Pink. For dark dresses like violet salwar kameez. For darker dresses I find coffee shade goes well. Would you use different shades between office and personal situations? Depends on the dress I wear.

3. When you go for purchase do you visit alone or with other friends I take friends along with me and I do take their advice, but generally I don’t go with their advice. I buy only what I like irrespective of what they say. 4. Do you take recommendations? From where do you take them? Do you ask friends, or check out reviews on magazines, cosmetic websites. Do you take feedback from the salespeople? Not reviews. But I do look at the new advertisements that come in magazines. I do browse through fashion magazines to see new products that are out in the market. 5. Do you go for a purchase with a particular colour in mind? Or are you more willing to change your colour preference when you see the available range in the store? Yes and Yes, I am willing to change my preference. 6. How do you choose your lipstick? How do you go about the selection? I start with the pink colour. I might ask the salesperson to suggest colours that match to my skin tone and I try those 7-8 colours on my hand. 7. What are the requirements you look for when you buy a lipstick? It shouldn’t harm my lips. It should stay longer (I like the 9-5 range for this reason). The moisturising effect should also be there. Yes, colour is also important. I would not want the colour to crack once it’s applied. 8. How long do you spend in choosing? How many do you try before choosing? How do you do your trials? An hour. I try 7-8 colours at least. 9. Do you ever feel lost when you are trying to decide on a lipstick? What do you do then? Yes. Depends on the salesperson also. Sometimes they cant give you what you are looking for. I end up buying the first colour that I like, so I come back to that lipstick after getting confused. 10. Do you provide reviews once you buy a lipstick? Do you advice your friends and colleagues? No, not reviews but yes I do tell my friends and relatives when this topic pops up. 11. Have you engaged in impulse buying? How many have you purchased over the last 3months? 3 or 4 at random. 12. How is subsequent experience fed back into the decision? 13. Do you check for the ingredients when you purchase a lipstick? Not till now. 14. Are you concerned about the green-ness of the product? I have never thought of it until now. -------------------------------------------------------------------------------------------------------------------------------------1. Would you like to be seen with or without your lipstick? Why do you want to be seen so? 45

Yes, with my lip colour cause it looks good. 2. How do you apply the lipstick? (the procedure you use for application) I don’t need the mirror to apply lipsticks. I am used to using a lipstick. For a party I do use a lip liner to make my lips more defined. 3. Do you use lip liner along with the lipstick? Yes 4. Do you have to engage in any particular hygiene regimen because of your use of the lipstick? I don’t use a regimen but yes I do remove it at night. 5. Would you prefer a glossy lipstick? Or would you prefer a matte followed by a natural gloss product? I would prefer the glossy lipstick. 6. Does smudging irritate you? Would you go to the trouble to reapply every now and then? It hasn’t really happened to me 7. Do you carry your lipstick along with you? Yes. 8. Do you like flavoured lipsticks? When would you use it? Yes. I have many, strawberry, vanilla, mixed fruit gloss. 9. Does the packaging of the bottle affect your decision to buy a lipstick? The new roll-on ones are quite easy to use, so I feel they are better. But the shape in particular, not really. 10. If you could change something about the lipsticks that you have used what would it be? Not really.

Please provide any other pertinent details or feedback or observations. I have seen that in the corporate sector women prefer dark shades such as the coffee shade. In marriages the aunty’s put those red and plum colours, which I don’t like. I think pink on a regular basis is really good.

Transcript of Interview – Deepika
Interview Questions Age: 19 Occupation: Student 46

All questions use lipstick as the product. However if you use lip gloss instead of lipstick kindly answer all questions with lip gloss as the relevant product

1. Do you use either of lipstick or lip gloss? Yes, I use only Lip gloss 2. How often do you use lipstick? Do you use it on a daily basis Do you use the same lipstick or different one for special occasions? Does your choice of lipstick change with the occasion at hand – like marriage, party, formal event? I use lip gloss for both reasons. One when I go to Party and second in winter season as a moisturiser. 3. Why do you use it? When I feel my lips are looking bad and it needs something as a moisturiser especially in winter season. 4. Does it in anyway make you feel prettier? more beautiful? More elegant? More feminine? Any element of sensuality? Pretty, feminine 5. Do you associate yourself with these actresses? Katherine Heigl (ladylike) and Marilyn Monroe? No. 6. Do you think it draws attention to you? To your lips? Sometimes yes, sometimes not, depends on the places where I go. -------------------------------------------------------------------------------------------------------------------------------------1. Which brand do you use? Why are you attracted to this brand? Do you think this brand is better than the others out there? How? Do you use any other brands? I use Lakme and Revlon only. I think they are good brand and their products suits to my kind of skin 2. Is there any brand that you have used but disliked? Why? If they rectify the fault will you be willing to try it again? None till now. 3. Is there a brand besides the one(s) you disliked that you would not recommend to your friends? Why? No

47

Light shades are my favourite as that matches my skin tone but it should be shiny. would you still buy it? How sensitive are you to price? If your favourite brand raises the price beyond your affordable range would you still buy it? How far would you let the price rise before you decided not to buy it? If I find good product which suits to my skin and lips I would never mind spending any amount of money on it. 2. What is your favourite colour? What is your favourite shade? Why is it your favourite shade? How many shades do you normally have? Pink and Red are my favourite colour. I use only matching to my skin tone and my choice is limited. Would you use different shades between office and personal situations? No. How do you choose your colour and shade? Do you match it with you skin tone? Do you match it with your dress? What is the colour combination you use? I just try to match colour and shades with my skin tone.Pink. Light Red. -------------------------------------------------------------------------------------------------------------------------------------1. Red? Can you elaborate? Pink – Pretty Chocolates . If you were asked to choose only 3 colours or shades which ones would you choose? Light pink. What emotions or feelings do you associate with the following colours . Would you like to use a maverick colour? Like which one? No. and Light Chocolates 9. I just want quality products from my choice of brands. Where do you usually buy your lipstick from? Do you get them from branded boutiques or from retail chains? Which one would you prefer? I usually buy my choice of Lip gloss from any retail shop in Mall or market. 48 . I don’t match with dress colors. 6. 8.4. I don’t go to branded boutiques since my choice of products are easily available in any retail shop. 5. Chocolates. I use only light shades.Good Red – Hot 10. I use face powder. Do you buy your lipstick along with your other cosmetics? Would you prefer that lipsticks and other cosmetic items be placed together? Actually I use very less cosmetics. So I don’t care about having all cosmetics of same brand as lip gloss. cream and Kajal apart from Lip gloss. Is there a price range that you set for the lipsticks you buy? If you find a shade that you really like but is outside your price range. 7.

no reviews. 7. 11. cosmetic websites. 9. I buy it. I try 3-4 colours and shades and choose. I go with my own choice. Do you take feedback from the salespeople? No Suggestions. -------------------------------------------------------------------------------------------------------------------------------------1. Do you ever feel lost when you are trying to decide on a lipstick? What do you do then? Yes. or check out reviews on magazines. 5. 14. Have you engaged in impulse buying? How many have you purchased over the last 3months? Yes. 6. How is subsequent experience fed back into the decision? 13. Do you go for a purchase with a particular colour in mind? Or are you more willing to change your colour preference when you see the available range in the store? Yes I go with particular mindset but I don’t mind trying out different colours and shades and if something else suits to my skin. Do you take recommendations? From where do you take them? Do you ask friends. 4. 10. When I have to go outside or in any party. Do you check for the ingredients when you purchase a lipstick? Not till now. and I am be able to find my choice of lip gloss In retail stores. 2 times. Should be in light shade and should not shine much. If something of this comes before me I would be interested. 8. If I don’t find I ask to salesgirl. Do you provide reviews once you buy a lipstick? Do you advice your friends and colleagues? Yes. How do you choose your lipstick? How do you go about the selection? When I go to shop. 12. What are the requirements you look for when you buy a lipstick? It shouldn’t be allergic to my skin.3. Would you like to be seen with or without your lipstick? Why do you want to be seen so? 49 . How long do you spend in choosing? How many do you try before choosing? How do you do your trials? I have very particular choice so it doesn’t take me more than 10-15 minutes to choose one. When you go for purchase do you visit alone or with other friends I go with friends for shopping but I do take their advice since I have my own choice. I start looking for my choice. I feel lost. I tell my friends that lakme and Revlon are good brands and they should use these brands. Are you concerned about the green-ness of the product? Yes.

Please provide any other pertinent details or feedback or observations. 8. Do you have to engage in any particular hygiene regimen because of your use of the lipstick? No. 7. It should shine but not too much. 4. 3. When I go to party. If you could change something about the lipsticks that you have used what would it be? Since I like strawberry flavour of lip gloss but I don’t like its fragrance. 5. I want my lips to look good.Yes. This is the one thing I think should be improved in the product. I found ladies using very shiny lipstick in parties. 10. I would not prefer the glossy lip gloss. And they try to match the colour with their dresses. As per my observation. Do you like flavoured lipsticks? When would you use it? Yes. Do you use lip liner along with the lipstick? No. Would you prefer a glossy lipstick? Or would you prefer a matte followed by a natural gloss product? No. Does smudging irritate you? Would you go to the trouble to reapply every now and then? I have never experienced that. Do you carry your lipstick along with you? Yes. I like strawberry taste. However if you use lip gloss instead of lipstick kindly answer all questions with lip gloss as the relevant product 50 . Transcript of Interview – Bhairavi Name: Bhairavi Age: 23 Occupation: Student All questions use lipstick as the product. I would definitely buy one. 6. 9. nothing in particular. 2. How do you apply the lipstick? (the procedure you use for application) I use mirror to apply lip gloss on my lips. Does the packaging of the bottle affect your decision to buy a lipstick? It doesn’t affect as such but yes if something comes in better packaging with same quality.

elegant and beautiful. say from friends or atleast seen ads. formal event? 3. Why do you use it? Make me look good. feminine. I really don’t think any brand is any better than another. Do you use either of lipstick or lip gloss? I use both . How often do you use lipstick? Do you use it on a daily basis Do you use the same lipstick or different one for special occasions? Does your choice of lipstick change with the occasion at hand – like marriage.1. Say in Delhi. Is there a brand besides the one(s) you disliked that you would not recommend to your friends? Why? No 4. Is there any brand that you have used but disliked? Why? If they rectify the fault will you be willing to try it again? No 3. would you still buy it? How sensitive are you to price? If your favourite brand raises the price beyond your affordable range would you still buy it? How far would you let the price rise before you decided not to buy it? 51 . Does it in anyway make you feel prettier? more beautiful? More elegant? More feminine? Any element of sensuality? Pretty. Which brand do you use? Why are you attracted to this brand? Do you think this brand is better than the others out there? How? Do you use any other brands? I would try out only brands I heard of . 2. 2. Is there a price range that you set for the lipsticks you buy? If you find a shade that you really like but is outside your price range. party. But I prefer lip balm for regular use. 4. where is normal to wear lipstick for everyday life 5. 6. Are you pushed by social expectation towards using lipsticks Kinda of. Do you think it draws attention to you? To your lips? No. 1.

Their opinion does influence me. I would spend some time and if I like them I would buy. 9. plum.I wanted pink n violet mixture colour. 8. Would you use different shades between office and personal situations? Depends on the dress I wear. I don’t use lipstick regularly . What is your favourite colour? What is your favourite shade? Why is it your favourite shade? How many shades do you normally have? Brown is my favourite colour.Around 300. For darker dresses I find coffee shade goes well. When I purchase I would generally buy pink. so whenever my parents or relatives go abroad they get me cosmetics as a gift. Do you buy your lipstick along with your other cosmetics? Would you prefer that lipsticks and other cosmetic items be placed together? Not exactly. If you were asked to choose only 3 colours or shades which ones would you choose? Brown. 6. Red ? Can you elaborate? Biege :Elegant Pink : shrill Coral: Garrish Brown: Understated Plum: Mystrrious Red: Slutty 1. 52 . 2. 3.Biege. Pink. I would be influenced a lot by the sales girls. How do you choose your colour and shade? Do you match it with you skin tone? Do you match it with your dress? What is the colour combination you use? I am a diehard fan of cosmetics. For dark dresses like violet salwar kameez. Coral. Personal selling is important say in Shoppers Stop. I match it to both my skin tone as well as my dress. so I buy other cosmetics more often. How do you make a choice of lipstick I have a consideration set of few brands. Plum. What emotions or feelings do you associate with the following colours . 7. If they insist on showing me a lot of shades. Brown. I would buy from them. 5. colourless. When you go for purchase do you visit alone or with other friends Girls usually shop together.

its understoot that it would have moisturising effect. I don’t wait for lipstick to run down before buying a new one. 6. 10. I go for shopping with my friends. or check out reviews on magazines. How do you apply the lipstick? (the procedure you use for application) 53 . Are you concerned about the green-ness of the product? The brand assures me of the greeness and safety -------------------------------------------------------------------------------------------------------------------------------------1. I try them out too. How long do you spend in choosing? How many do you try before choosing? How do you do your trials? May be 10 colour. It’s there in the back of the mind. What are the requirements you look for when you buy a lipstick? Colour is most important. 8. If the sale girl showed me some different color. I suggest my friend when we shop. Do you check for the ingredients when you purchase a lipstick? Never 13. cosmetic websites. Do you ever feel lost when you are trying to decide on a lipstick? What do you do then? I don’t go with the intention of buying lipstick.Would you like to be seen with or without your lipstick? Why do you want to be seen so? Yes. 7. How do you choose your lipstick? How do you go about the selection? I might ask for some colours that match to my skin tone and I try them on my hand. Have you engaged in impulse buying? How many have you purchased over the last 3months? Lipstick buying is impulse buying for me. with my lip colour cause it looks good. May be 20-25 mins 9. 2. Do you take feedback from the salespeople? I would check cosmetics only if the sale girls insist on showing to me. Do you take recommendations? From where do you take them? Do you ask friends. When I buy from a good. I never go with the intention of buying lipstick. Do you go for a purchase with a particular colour in mind? Or are you more willing to change your colour preference when you see the available range in the store? No.4. If I am not able to zero upon a color. I would not buy any. and their opinion does influence my choice 5. Do you provide reviews once you buy a lipstick? Do you advice your friends and colleagues? Ya. 1 12. 11. so there is no complusion to buy one.

Please provide any other pertinent details or feedback or observations. Do you use lip liner along with the lipstick? Yes 4. If you could change something about the lipsticks that you have used what would it be? Not really. Do you carry your lipstick along with you? Yes. 6. For a party I do use a lip liner to make my lips more defined. 8. 54 . 7.I don’t need the mirror to apply lipsticks. Is the fashion. 3. I am used to using a lipstick. Do you have to engage in any particular hygiene regimen because of your use of the lipstick? I don’t use a regimen but yes I do remove it at night. But I do reapply now and then. Would you prefer a glossy lipstick? Or would you prefer a matte followed by a natural gloss product? I wear a matte followed by a gloss. while a DJ would wear something bold. Does smudging irritate you? Would you go to the trouble to reapply every now and then? Not much. 5. The lifestyle and profession affects the choice of colours . Do you like flavoured lipsticks? When would you use it? No 9. Say a teacher would like something subtle.

Appendix B Table 1 Table 2 55 .

Table 3 Table 4 56 .

Table 5 Table 6 57 .

Table 7 Table 8 58 .

Table 9 Table 10 Table 11 59 .

dept=2&WT.Appendix C: Vote for Popular Lipstick http://infobharti.pdf) iv http://www.sciencedirect.htm iii http://www.com/health-beauty/cosmetics/lipstick.com/sourcing/product_searchresult.mc_id=1386806&gclid=CJ7ljdq7_KQCFUJB6wodcXb-iQ ii i 60 .hktdc.indianyellowpages.php http://www.com/science?_ob=ArticleURL&_udi=B6V8B-4D1V8TB1&_user=1007270&_coverDate=11%2F30%2F2005&_rdoc=1&_fmt=high&_orig=search&_origin=search&_sort =d&_docanchor=&view=c&_searchStrId=1520795147&_rerunOrigin=google&_acct=C000050224&_version=1 &_urlVersion=0&_userid=1007270&md5=ec93d6aeab70dbb854216bb4de08bda2&searchtype=a (Exploratory analysis of global cosmetic industry.htm?bookmark=true&query=lipstick&search_view=pr oduct&locale=en?WT.com/indias-top-10/top-10-cosmetic-brands-in-india.srch=1&DCSext.

Sign up to vote on this title
UsefulNot useful