ItemArticle

Balancing Beauty and Facts: Examining the Dual Impact of Product Presentation and Information on Consumer Purchase Decisions in the Skincare Products

Title
Balancing Beauty and Facts: Examining the Dual Impact of Product Presentation and Information on Consumer Purchase Decisions in the Skincare Products
Creator
A, Debora Dhanya; A, Poornima; Gupta, Manya
Description
This paper is a discussion by the authors on effects of the presentation and information of product on consumer purchasing behaviour in skincare industry. In the existing competitive market where there are many products of similar kind and assertions, consumers are usually overwhelmed with excessive information. Product presentation-by designing the packaging, the aesthetics and branding something-develops the first impressions and emotional attraction, whereas product information including ingredients content, safety certification, labelling and others develops confidence and perceived quality. Nevertheless, there are not many studies that contrast their relative impact or investigate their mutual impact. This study bridges that gap by conducting a mixed method study consisting of a focus group visual preference testing (n=170) and an online survey of consumers (n=162). Results also show that information on the product, particularly ingredient disclosure and safety accreditation are a major determinant of purchase among consumers. Design and presentation may evoke immediate interest, but when product information is manipulated they have no statistical power on the ultimate purchase. It is important to note that the synergistic effect of presentation and information is not better than the effects of information alone. The implications of these findings are that although brand recognition increases with the aesthetic appeal, it is factual clarity that eventually leads to purchase intention. The research builds on the consumer decision-making theory because it focuses more on informational factors rather than emotional packaging cues in the ultimate buying of skincare products to provide marketing marketers with an excellent idea on how to increase transparency and authenticity to enhance consumer trust and confidence to buy a product. 2026, Iquz Galaxy Publisher. All rights reserved.
Source
International Research Journal of Multidisciplinary Scope;Volume;7;Issue;2;pp.716-731
Date
01-01-2026
Publisher
Iquz Galaxy Publisher
Subject
Consumer Behaviour; Packaging; Product Information; Product Presentation; Purchase Decision; Skincare
Coverage
A D.D., Department of Management Studies, School of Business and Management, Christ University, Karnataka, Bangalore, India; A P., Department of Business Administration, Faculty of Management, SRMIST, Ramapuram, Tamil Nadu, Chennai, India; Gupta M., Department of Management Studies, School of Business and Management, Christ University, Karnataka, Bangalore, India
Rights
All Open Access; Gold Open Access
Relation
ISSN: 2582631X;
Format
online
Language
English
Type
Article

Citation

A, Debora Dhanya; A, Poornima; Gupta, Manya, “Balancing Beauty and Facts: Examining the Dual Impact of Product Presentation and Information on Consumer Purchase Decisions in the Skincare Products,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/23643.

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