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The cosmetic industry is a very lucrative, innovative, and fast paced industry where product innovation is the key to success. The purpose of this paper is to present a detailed analytical (qualitative) study of cosmetic industry in the global marketplace with a focus on the four market leaders in this industry relative to their business and innovation strategies.

Business analyses include Strengths, Weaknesses, Opportunities and Threats (SWOT), Porter's value chain and five forces, and financial applied to the four industry leaders.

Each of these cosmetic companies is unique. They each offer something different to the industry; selling method, marketing strategy, product line, and distribution channel.

The industry trends indicate that the future of cosmetics may move towards more joint ventures between drug companies, cosmetic companies and nutritional/food companies as cosmetic companies look for new ways to be innovative.

The research provides an in‐depth business analyses of cosmetic industry using SWOT, Porter's value chain and five forces and financial with results obtained that are generalizable to the entire cosmetic industry. Projections on the future of cosmetic industry are also presented.

Known for its motto “All Ages, All Races, All Genders,” MAC cosmetics reflects the brand’s commitment to inclusivity and diversity. It has been at the forefront of promoting a wide range of skin tones, ethnicities and gender identities in the beauty industry. If you have ever wondered about the secret behind the success of this mega-brand in the beauty industry, this case study aims to provide a comprehensive overview of the company’s history from its early days to the present and discusses the factors that might build or ruin a brand. Moreover, players in the industry will need to adapt to changing consumer preferences, focus on sustainability and leverage digital technologies to remain relevant and capture market opportunities. Therefore, would it be wise for MAC cosmetics to take forward their expansion plans in India, and what is the motivation behind the expansion? Alternatively, would the implementation of a proactive strategy for product innovation, combined with a stronger presence, result in a more viable and sustainable proposition?

This study relies on online resources for data collection. The data was collected from the secondary sources in the month of November and December 2022. Moreover, the information provided in the case study was validated and supplemented via using different websites, including the company’s website and social media profiles.

The commitment shown and the roles played will have a lasting impact on the society. Additionally, student will be able to learn when and how to seize opportunities, as well as how to manage obstacles that will arise in their entrepreneurial journey. Through this case study, they will be able to learn a variety of business strategies that can be implemented in emerging markets. The conclusion of the study provides the obstacles and hurdles faced by the industry in expanding in the Indian market. The potential solutions were made through providing information for the students, academicians, entrepreneurs and others to compete in the Indian market situation.

This is a real-world case that provides the audience with first-hand experience to comprehend the event and apply their knowledge to form a conclusion and is also effective for decision-making in the dynamic environment of the present day. However, the authors provide a comprehensive overview of the company’s history from its early days to the present and discuss the factors that might build or ruin a brand.

This paper aims to explore the relationship between the various variables present in the packaging plastic waste management system in the cosmetics industry.

In this paper, the authors deal with plastic packaging waste in the cosmetic industry with the help of system dynamics. The model broadly divides the system into six sections – Cosmetic Packaging, Waste Generation, Waste Collected, Waste Sorted, Waste Treated and Waste Dumped. Businesses have been investing in each section depending on their progress and targets. The authors are looking at case studies of two leading cosmetic brands, L'Oréal and L'Occitane en Provence, to validate the industry practices against our model.

From a business perspective, using the case study methodology for L'Oréal and L'Occitane, the authors inferred that out of the various investment vehicles available, companies are targeting technological advancement and third-party collaborations as they have the potential to offer the greatest visible change. However, most of these investments are going toward the treatment subsection. Still, there is a scope for improvement in the collection and sorting subsystems, increasing the efficiency of the whole chain.

There has been a lot of research on packaging plastic waste management in the past, but only a few of them focused on the cosmetic industry. This study aims to connect all the possible variables involved in the cosmetic industry’s packaging plastic waste management system and provide a clear output variable for various businesses looking to manage their packaging waste because of their products efficiently.

The purpose of this paper is to investigate the impact of corporate social responsibility (CSR) awareness on the attitudes of Bahraini women consumers in the age group of 18-55 and their buying behavior toward cosmetics products.

Quantitative method is used for focusing on Bahraini women consumers aged between 18-55 years. Primary data comprising consumer’s buying behavior and attitudes were collected through an online questionnaire and analyzed using software like SPSS and Microsoft Office Excel.

The empirical findings revealed that Bahraini women are not aware of CSR. This lack of awareness leads to the exclusion of CSR as a factor in their purchase decisions. However, the awareness of CSR can become a reason for avoiding purchase of specific cosmetics when the consumer discovers that the producer has been involved in socially irresponsible business practices. Moreover, Bahraini women do not seek CSR-related information voluntarily from the cosmetics industry.

This research paper is subject to sample size limitations; it focuses on women of a specific age group using cosmetics and is limited to the Kingdom of Bahrain. Survey method was used as the only primary data collection method.

This research provides a clear picture of how consumers behave in the absence of any or very little awareness of CSR. It can benefit cosmetics companies, both existing and new, for adopting future long-term marketing strategies to create public awareness of CSR.

This research highlights the importance of raising awareness of CSR in the Kingdom of Bahrain and the possible implications of such activities on consumers’ purchases of cosmetics products.

This paper contributes significantly toward information regarding Bahraini consumers’ lack of awareness of CSR and sheds light on consumers’ behavior toward cosmetics products in the Kingdom of Bahrain.

The purpose of this paper is to explore the interconnection between the corporatisation of K-beauty and Korea’s nation branding exercise and its links with soft power. Through the investigation of the transformation of Korea’s beauty industry, the authors seek to illustrate the inter-relationship of the market systems and national identification practices.

This study employed the qualitative case study approach to examine the latest development of Korea’s medical tourism. Through analysing a variety of secondary data that associated to the latest development of cosmetic tourism, this paper presents the impact of the transformation and reconfiguration of Korea’s beauty industry on the country’s nation branding strategy and the development of Korea’s soft power in the global marketplace.

The findings highlight how Korea’s new cosmetic tourism industry contributed to the renewal of Korea’s nation brand in the global market. The findings also illustrate the interconnection of the emerging Korean popular cultural products (K-pop and K-beauty) in the regional and global marketplace.

The findings demonstrate the role of market in re-defining a nation’s brand and identity. The findings also illustrate how market-driven strategy influences the development of a nation’s soft power in the regional and/or global marketplace.

The study shows that practitioners can be active agents in nation branding. Through highlighting strategies to develop soft power within and beyond the country boundary, this study shows how market agents, governments and other stakeholders can co-create a market system that transform and reconfigure the nation brand in the global marketplace.

In additional to explore the transformation of the beauty industry in Korea, this paper also presents the history and transformation of the beauty standards in Korea and other Asian cultures. Such dialogue invites marketing and consumer researchers to further explore the role of history and culture in guiding the production and consumption of new (consumption) standards.

This is the first paper that connects the theory of soft power in nation branding and country-of-origin literature. The case analysis of the socio-historical development of K-beauty also demonstrates how non-Western cultural goods enter the international marketplace. In summary, this paper provides new conceptual framework that illustrates a new collaborative mechanism that engages government and practitioners to co-create new cultural norms and standards to the local and international markets.

This study investigates the differences in purchasing behavior between the US and French cosmetic markets. Our study suggests that a difference should exist due to psychological factors, social influences, and the purchase situation. Our paper will discuss the underlying theoretical perspectives that support our proposition, and illustrate the various components which influence consumer behavior in this particular marketplace. The analysis and investigation is based on the cosmetic industry in terms of comparing US and French consumers and their historical purchase patterns. The results indicate that there are in fact notable differences in purchase behavior. The implications of these findings are important in two primary ways. First, the findings provide support for the theoretical underpinnings. Second, the findings have important managerial implications in terms of developing appropriate product development, distribution and marketing strategies.

The cosmetics retail industry in France is changing for at least two reasons: first, more and more services are available within cosmetics stores and, second, large groups like LVMH or Marionnaud are themselves looking for retail chains in order to exert greater control over their distribution systems. The findings from an exploratory study of several cosmetics retail companies operating in the French market seem to indicate that developing services is the best way of retaining business independence and resisting predators. Moreover, the development of new services leads these companies to implement plural form organisations. Many managerial and strategic advantages can be drawn from this type of organisation compared to pure franchise or company‐owned arrangements. A model is proposed to explain the evolution of organisational forms in cosmetics chains.

In recent years, consumers are moving toward purchasing green cosmetics instead of chemical one. Plenty of cosmetics products are banned globally due to the usage of poisonous substances such as triphenyl phosphate and petroleum. As such, it is needed to shift the conventional purchase behavior to green purchase behavior (GPB) to reduce the negative impact on the environment and health. This study aims to investigate the factors that affect GPB in the context of cosmetics products purchase. Additionally, this study examines the moderating role of electronic word-of-mouth (eWOM) in influencing such green behavior.

This study used value-belief-norm (VBN) theory and elaboration likelihood model as a theoretical basis. By using judgmental sampling techniques, a total of 318 usable responses were gathered through online survey. The structural equation modeling approach using partial least square (SmartPLS, version 3.7) technique was used to test the study hypotheses.

Results reveal that altruistic value and hedonic value both positively affect pro-environmental beliefs, which eventually affect consumers’ personal norms. It is found that hedonic value has a greater influence on pro-environmental belief than altruistic value. Additionally, personal norm also exerts significant influence on GPB. Data also support the mediating role of pro-environmental belief and personal norm. Moreover, the multidimensional eWOM moderates the relationship between personal norm and GPB.

The findings from this study provide valuable insights for marketers, academicians and practitioners about the drivers of consumers’ green cosmetics purchase behavior. It will enable marketers to develop better strategies for the green market segment.

The study findings also contribute to the social aspects by understanding consumers’ purchase behavior toward green cosmetics products. It ultimately promotes to consider a healthier lifestyle and to be concerned about environmental well-being.

This study is the first to introduce the eWOM as a moderator in the VBN theory. Moreover, this study contributes to the existing body of knowledge in the field by examining few new linkages; more specifically, considering pro-environmental belief as to the mediator between “hedonic value and personal norm,” as well as the mediating effect of personal norm in the relationship between “pro-environmental belief and GPB.” Moreover, this is a pioneer study to consider eWOM as a multidimensional construct rather than unidimensional, which is new in green marketing literature.

India accounts for the third-largest Muslim population in the world after Indonesia and Pakistan. The previous studies about halal consumption have focused on the “food and money industry” only. Muslim consumers are prohibited from using alcohol, pork and other items in any form; the rising awareness among Muslims has led to the rapid growth in demand of halal cosmetic products around the globe. This paper aims to present a framework of halal consumers’ purchase and explores the factors that Indian consumers consider while buying halal cosmetics.

The authors carried out qualitative research (focus group discussion and in-depth interviews) in Delhi, Mumbai and Hyderabad to gain deeper insight from the respondents.

The study found that religiosity and increasing awareness about halal products acts as an influencer for individuals’ halal products consumption along with halal certification and growing education level of Muslim consumers.

The paper has been developed based on the original research work carried out among the halal Muslim consumers in the major Muslim population in metropolitan cities of Hyderabad, Mumbai and Delhi over the past year.

The paper aims to investigate the push, pull and mooring effects towardswitching intention to halal cosmetic products.

The rapid growth of the halal industry in Muslim and non-Muslim countries opens a new market for cosmetic companies. For Muslims, using halal cosmetics is one of the religious orders, which their behavior relies on religious values. However, consuming nonhalal cosmetic products is still popular among Muslim consumers. The data are gathered through an online self-administered questionnaire. The total sample is 220 Indonesian females with an 88% response rate. Then, partial least squares structural equation modeling is used to analyze the data.

The result showed that regret, perceived value and religious beliefs influence the switching intention behavior to use halal cosmetics products. While dissatisfaction influences regret, and the brand also influences perceived value.

The paper provides several factors that are still rarely investigated previously in the context of halal cosmetics literature, such as perceived value and brand image (Handriana et al., 2020). Hence, these factors contribute significantly to the intention of Muslim consumers to switch to halal cosmetics.