CUSTOMER INSIGHTS AND THEIR IMPACT ON MARKETING STRATEGIES IN THE BEAUTY AND WELLNESS SECTOR

Aditya Kumar Gupta; Reshma Rakesh Nair; Bhawna Sharma

doi:10.29121/ShodhVichar.v1.i2.2025.57

Authors

Aditya Kumar Gupta BBA Student, Amity Business School, Mumbai, India, Amity University Maharashtra Mumbai–Pune Expressway, Bhatan, Post-Somathne, Panvel, Mumbai – 410206, M.S., India Author
Dr. Reshma Rakesh Nair Associate Professor, Amity Business School, Mumbai, India, Amity University Maharashtra, Mumbai–Pune Expressway, Bhatan, Post-Somathne, Panvel, Mumbai – 410206, M.S., India Author
Dr. Bhawna Sharma Offg. HOI, Amity Business School, Mumbai, India, Amity University Maharashtra Mumbai–Pune Expressway, Bhatan, Post-Somathne, Panvel, Mumbai – 410206, M.S., India Author

DOI:

https://doi.org/10.29121/ShodhVichar.v1.i2.2025.57

Keywords:

Customer, Marketing Strategies, Beauty and Wellness

Abstract

The beauty and wellness industry is experiencing significant change driven by rising consumer awareness, lifestyle shifts, and the influence of digital media. This study explores how customer insights can be leveraged to strengthen marketing strategies and enhance brand visibility in this sector. Data collected through structured surveys assessed consumer perceptions, satisfaction levels, and awareness channels. Findings reveal that social media, digital marketing, and personalized customer interactions play vital roles in increasing brand visibility and fostering customer loyalty. The research concludes that effectively utilizing customer insights allows brands to develop targeted marketing strategies that boost market reach and deepen consumer engagement.

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