Today the consumers are becoming more savvy about green issues. Terms like Phosphate Free, Recyclable, Refillable, Ozone Friendly, and Environmentally Friendly are some of the things consumers most often associate with green marketing. There arise a need to strike a balance between eco friendliness and technology advancements. A perfect harmony of technology vis a vis eco friendliness will lead the marketers to ride the new horizons.

The popularity of cosmetics   is growing worldwide with the developing economy. Cosmetics are big business and the cosmetic industry worldwide witnesses rapid growth annually. With growing ecological and health awareness, modern cosmetics are flooded in the market   in the form of organic cosmetics, mineral cosmetics and even environmentally friendly cosmetics to cater to an overwhelming demand for such products.

With the increase in   the pace of change, organizations are frequently feeling the pressure of societal tides like “social responsibility” and “environmentally friendly.” They are bestowed with the responsibility of preserving the rare natural resources to meet the needs of the forthcoming generation. Transparency and authenticity are crucial in marketing of green beauty products . How environmentally friendly businesses truly are could determine how successful they will be in the long run.

The study focuses on understanding the relationship between Green marketing and its impact on   brand loyalty and customer satisfaction in cosmetic products. For the conduct of the study a questionnaire was prepared. Consumers, product managers and managers of Organized Retail stores were also interviewed for better insights into the same. Further the literature was reviewed and data collected was statistically tested, and results are discussed later in the research paper.

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