. Exploring The Awareness of Changing Consumer Dynamics in the Digital Era Concerning Skin Care Products, With Special Reference to Chennai City

Author(s)	Dr.N. Santhanavadivu, MS.J.B. Rosy Dyana
Country	India
Abstract	The rapid digital transformation in recent years has significantly reshaped consumer behavior, particularly within the skin care segment of the Fast-Moving Consumer Goods (FMCG) industry. This study explores the awareness of changing consumer dynamics in the digital era with special reference to Chennai city. The research examines how digital platforms, online product information, influencer marketing, and social media engagement influence consumer perceptions, purchasing decisions, and brand loyalty towards skin care products. Using a structured questionnaire, primary data was collected from consumers across diverse age groups and socio-economic backgrounds in Chennai. The findings reveal heightened consumer awareness driven by digital exposure, increasing demand for ingredient transparency, personalized recommendations, and online user reviews. The study also highlights a shift from traditional advertising to digital-driven interactions that shape consumer expectations and brand preferences. The insights provide valuable implications for marketers and FMCG brands in developing targeted digital marketing strategies and enhancing customer engagement to meet evolving consumer needs.
Keywords	Digitalization,Accessibility, Future trends in Chennai's skincare market
Published In	Volume 7, Issue 1, January-February 2026
Published On	2026-02-06

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Advanced International Journal for Research