Abstract: Factors – This paper focuses on the impact of the independent variable, Branding of Skincare, on the dependent variable, the Indian Consumer Market. Purpose – The purpose of this paper is to prove that some brands greenwash consumers to believe that their product is virtuous and effective by avoiding silicones, preservatives and chemicals, however, they tend to use harsh chemicals and irritants which may cause skin sensitivity instead. This paper strives to elaborate on the facts and evidence that such ingredients are scientifically safe. Research Methodology - This paper is a summarization....
Key Words: skin care, branding, consumer behaviour
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