Mark of a woman: Advertising cosmetics brands in India

This article examines the development of India's cosmetics industry where brand propositions are evolving from objectification of beauty to the empowerment of women and the promise of health and wellness benefits.

Mark of a woman: Advertising cosmetics brands in India

Aakriti GoelGrey Group

Marketing to Women in India

This article is part a series on marketing to women in India. Read more.

Rajni Devi used to take 15 minutes in the 1980's. Her daily ritual consisted of bathing with Fuller's Earth and washing her hair with a herbal concoction. She would then open her small steel box and apply some kohl in her eyes. From an adjacent similar-looking box, she would apply some vermillion and make a bindi on her forehead using her thumb. Her 15 minute ritual...

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