THE AWARENESS OF BEAUTY CARE PRODUCT AND THE IMPACT OF PURCHASES ON TRADITIONAL SOCIAL VALUES IN INDIA

Abstract

The beauty care industry in India has witnessed remarkable growth over the past decade, influenced by rising disposable income, globalization, digital marketing, and changing lifestyle preferences. Beauty care products, once considered luxury items, have gradually become part of everyday personal grooming routines across diverse age groups and socio-economic segments. At the same time, purchasing behaviour related to these products reflects not only functional needs but also cultural beliefs, social expectations, and traditional values deeply rooted in Indian society. This study aims to examine the level of awareness of beauty care products among consumers, explore the cultural influences shaping their choices, and analyse the overall shopping experience associated with these purchases. Further, it seeks to understand how increasing consumption of beauty care products interacts with traditional social values, potentially reshaping perceptions of beauty, identity, and self-expression. By combining consumer awareness and socio-cultural dimensions, the study provides meaningful insights into the evolving relationship between modern consumerism and long-standing cultural norms in India.