... Consumer motivation Marketing strategies The cosmetic industry is evolving as a fast-moving, highly competitive industry and is also lauded as one of the key sectors worldwide. Skincare leads the cosmetic category, followed by hair products and makeup. Skincare forecast is the profitable product...

... manipulation (Lilja, 2021). In addition, technological advancements often outpace the development of effective regulatory measures, leaving consumers inadequately protected in the digital marketplace (Strycharz and Duivenvoorde, 2021). Consumer vulnerability Social media Marketing strategies...