【正文】 ustry, not many studies are available especially about Indian scenario. The present study is an attempt to analyse the purchasing pattern of cosmetic consumers. Cosmetics and Toiletries: Global Scenario In 2020, the world market for cosmetics and toiletries (Camp。T) was valued at US$201 billion, % from 2020 (in fixed exchange rate terms). Though mature, hair care maintains its position asthe most valuable sector in global cosmetics and toiletries, with global sales amounting toUS$ billion in 2020. (Briney, 2020b). According to Global Cosmetic Industry report(August, 2020) the advanced education provided by brands about the products39。 ingredients and benefits have made today39。s consumer more aware of what they39。re putting on their bodies, andmaking them more willing to pay. Price amp。 Cosmetic Consumers There is high maturity and price petition in established mass market toiletries such as bar soap and toothpaste. Since the average household continues to be highly price sensitive,these popular massmarket products will have the lion’s share of cosmetics and toiletries will offer high growth prospects of the overall market over the ing years. The cosmetics and toiletries market are also facing petition from other consumer durables (puters,mobile phones, home theatres and automobiles) as well as the housing sector. The drop in interest rates has led to a boom in housing loans and real estate purchases. Being value conscious, there is a limit to the amount that the average consumer will spend on luxury items such as fragrances. Urban amp。 Rural Cosmetic Consumers Spending on cosmetics and toiletries is relatively small, with rural and suburban areas concentrating on basic toiletries and cosmetics. The purchasing power consumers is increasing thereby shaping the aspirations and lifestyles of consumers, who are upgrading to good value products at affordable prices. The Cosmetic Companies have invested heavily on promoting product visibility among rural folk, which has increased the demand for bar soap, talcum powder,lipstick, tooth powder and hair oil in these areas. This has also increased the demand for essential everyday items like bath and shower products, hair care, oral hygiene and skin care. Another strategy followed by panies to promote cosmetics in rural areas was sachets’ rural contributed to growth in volume terms, the urban population contributed 69 %of value sales in 2020 especially for sophisticated products. These highquality addedvalue niche products include mascara, toners, body wash/shower gel, depila tories, sun care and deodorants,amongst others which are unaware to the rural users. Sales are almost pletely generated fromthe urban pockets, concentrated within the key metropolitan areas. Due to Western influences, men39。s grooming products are used more predominantly in urban population pared to their counterparts in rural areas. Ine Households Cosmetics and toiletries have witnessed a growing demand from the low and lower middleine households. The premium labels are being used in urban areas, whereas regional and national brands in the rural areas, where close to 70% population resides and price determines purchasing decisions. Men amp。 Women Cosmetic Users Both male and female consumers form a major segment of buyers of beauty products. women are being increasingly more beauty conscious. Reports of Consumer Graphics revealed that in 2020, women aged 1524 years accounted for %of all make up increased purchasing ability of women households helped them to spend more on