Downloads: 1
Research Paper | Marketing | Volume 15 Issue 8, August 2026 | Pages: 1471 - 1474 | India
Evolution of Kids Cosmetics in the Indian Market
Abstract: This research explores how cosmetic brands craft, use and execute marketing strategies to target children, focusing on the crossover of brand appeal, safety concerns, and ethical considerations. The study aims to identify strategies to attract young consumers while addressing parental expectations for non-toxic and child-appropriate products. The most critical strategies studied in the research are colourful and playful packaging, age-restricted branding, and social media influencer influence to gain confidence and interest. Furthermore, the study also considered how digital platforms like YouTube and Instagram contribute to children's consumer behaviour. This analysis of the two cases of successful child-centric cosmetic brands illustrates their effectiveness in developing brand loyalty and furthering sales. The conclusion is viewed from the standpoints of consumer psychology, marketing ethics, and societal movements, including increased sustainability concerns and safe cosmetics. The work outlines areas for concern, including the commercialisation of childhood and the consequences of selling to a vulnerable population. This research will, therefore, contribute to a further understanding of how businesses balance profit with a sense of responsibility in the cosmetics industry by providing recommendations for more ethical and practical marketing practices.
Keywords: Children's Cosmetics, Marketing Strategies, Consumer Behaviour, Marketing Ethics, Brand Loyalty
How to Cite?: Himaanika Saini, Aishi Gupta, Shivani Trivedi, "Evolution of Kids Cosmetics in the Indian Market", Volume 15 Issue 8, August 2026, International Journal of Science and Research (IJSR), Pages: 1471-1474, https://www.ijsr.net/getabstract.php?paperid=SR26821184402, DOI: https://dx.doi.org/10.21275/SR26821184402