Exploring Self-Love as a Marketing Tool in the Cosmetics Industry

Author(s)	Dr. Rakhi M R, Dr. Sharmila Rao, Mr. Rohit Kumar, Mr. Rohit Kumar
Country	India
Abstract	This study considers how significant the concept of self-love is nowadays in the cosmetic industry for connecting with customers and creating brand image, persuading customers to buy their products. Through the survey of 150 respondents, the study tries to focus on the impact of personalisation and inclusivity in creating brand awareness and brand loyalty. Findings indicate significant support for advertising that empowers self-expression and celebrates diverse beauty ideals. The research adds to the body of knowledge on brand identity and emotional marketing, with implications for cosmetic firms to develop authentic and consumer-centric branding strategies.
Keywords	self-love, cosmetic industry, brand loyalty
Field	Business Administration
Published In	Volume 7, Issue 6, November-December 2025
Published On	2025-12-18
DOI	https://doi.org/10.36948/ijfmr.2025.v07i06.63344

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