Exploration of Safety Concerns in Purchase Behaviour for Cosmetics Products

Safety has emerged an important concern for every consumer. Every cosmetic you use contains a number of ingredients, from preservatives to cleansing agents to fragrances. Government with the help of various governmental and non governmental agencies is regularly reviewing these ingredients to make sure they are safe and prohibits or limits the use of ingredients that present health risks. However, consumer consciousness and their concern towards safety issues associated with purchase of cosmetic product are important. The present research paper focuses on the Safety Concerns of Consumers while Purchasing Cosmetics. A structured questionnaire was prepared covering various aspects of safety like product ingredient, its side effect, place of purchase, choice between quality and brand etc and piloted on 151 respondents. Study reveals that consumers are more cautious on brand and give more care on purchase of shampoo as compared to other cosmetic product. Some of the suggestions for future direction were also drawn to cope with the emerging safety issues and challenges before consumers in choosing brand of cosmetics.