Analysis of Indian Women’s Perception of Men Color-Cosmetics’ Usage in India

Abstract

Before the twenty-first century, colour-cosmetics were mostly associated with women. But with acceptance in the society and providing a way of expression, the colour-cosmetics industry is breaking the gender barriers and males have started using them. The main purpose of this study is to explore the Indian women’s perception of male colour-cosmetics’ usage. This study is about finding the level of acceptance by the opposite sex and hence demonstrating the emerging new consumer culture in the beauty industry, which is being saturated by female-oriented colour-cosmetics. Scope of the study is limited to Indian women aged between 19-48 years old in India. The secondary data was collected and research methodology followed is random sampling technique. 4-point Likert Scale questionnaire and multiple-choice questionnaire along with images-related questionnaire were analyzed using descriptive statistics. Our analysis shows overall women’s perception score to be 3.07 that confirms a favourable usage of cosmetics by men. But, women prefer natural appearances more.