Author(s): Nandini Rastogi
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 of the most recent literature reviews, consisting of marketing journals and medical journals. The research is qualitative instead of quantitative, and concepts are comprehensively explained. The researcher also uses primary research to find evidence of greenwashing in the Indian consumer market. Findings This paper discusses the evolution of the myths that demonize parabens, silicones and sulphates by citing papers and research that lead to such allegations. Further, this paper discusses how Indian consumers do not cater to their skin needs due to the spread of misinformation by such brands. Research Implications This paper urges dermatologists and cosmetologists with big audiences to verify facts and debunk such myths, so these brands do not profit from false marketing. Additionally, this paper can be used as a multidisciplinary study for further research. Originality This paper is backed up with Scopus indexed and ABDC journals.