Performance of the Cosmetics Industry from the Perspective of Corporate Social Responsibility and Circular Economy: A Cross?Cultural Current Challenges Faced In the Cosmetics Industry

Abstract

The makeup industry is a well-known and fast-progressing industry around the world however; they are from a time facing problems. As makeup industries are evolving there is quite an amount of setback and scandals too that they have to face because of the increasing feminine point of view, changes in mindsets, generation change, discouraging advertisement old strategies, increase in offensiveness, and the most horrified one increasing of chemicals that harm. This irresponsibleness had started to put a publicity burden and lawsuits on their shoulders too. This study adopted a questionnaire with a valid sample size of 93. Through SPSS (Statistical Package for the Social Sciences), the tests for normality, validity, correlation, exploratory factor analysis, and regression analysis were conducted. The study found that the product, placement, branding, physical evidence, perspective from makeup users, and usefulness of the advertising content, all have and negative impact on the makeup industry. The study has validated all the results. We also find that the usefulness of advertising content plays an important moderating role in the relationships between product offerings as destination and make-up society. The makeup industry will benefit from the findings of this study in developing beneficial strategies for the promotion of makeup usage, which can be used in future studies as well.