Influence of Cosmetic Advertising on Purchasing Patterns: An Examination of Beauty Product Impact on Female University Students in Punjab

In order to reach the target markets, advertisements are being used as main tool by the marketers. These advertisements present a capitative picture of the world, and usually women become victim of these fascinating advertisements. The main objective of this research was to study university female students’ buying behavior towards cosmetic products. This research was conducted in Lahore city and a survey method was used. Cosmetic companies are which are mostly used in different saloons. The findings show that commercials are effective in raising consumer awareness. Different marketing divisions of cosmetic corporations employ TV commercials and billboards to target above the line through these mediums. This study has both theoretical and practical implications. The study suggests the ongoing utilization of newspaper media for advertising, emphasizing the enduring belief and trust people place in it. Advertisers are encouraged to prioritize creativity in the design of print advertisements.