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IMPACT OF SOCIAL MEDIA MARKETING ON ORGANIC COSMETIC PRODUCTS

AUTHOR: G. Indhumathi,

**Assistant Professor, Department of Corporate Secretaryship, PSG College of Arts & Science, Coimbatore-641014. email id : indhumathig@psgcas.ac.in

CO-AUTHORS:**, Akshitha.A, Barani Dharan.G, Harishmitha.R, Khushi S Ranka, Lavanya.O.S & Swathi.M*

*Students of III B.Com (CS), Department of Corporate Secretaryship, PSG College of

Arts & Science, Coimbatore-641014.

ABSTRACT: In the era of digital connectivity, social media has emerged as a transformative and indispensable tool in the realm of modern marketing. Platforms such as Instagram, Facebook, YouTube, and Whatsapp have not only changed the way brands communicate with their audiences but have also redefined consumer engagement, brand loyalty, and purchasing behavior. Unlike traditional marketing channels, social media provides an interactive space where consumers and brands can engage in real-time, fostering a more personal and relatable connection. This article delves into the significant impact of social media marketing on the promotion, visibility, and consumer perception of organic cosmetic products. The organic beauty industry has witnessed remarkable growth in recent years, driven by increasing awareness of health, environmental sustainability, and the harmful effects of synthetic ingredients. As consumers become more mindful of what they apply to their skin, they seek brands that align with their values of purity, transparency, and eco-consciousness.