Introduction

The core aim of this research study is to discover the key factors that can influence brand
characteristics on brand loyalty. For this purpose i choose two brands LOreal and Revlon in
Lahore Pakistan. There are nine major factors which are acknowledged from previous studies.
Studies indicate that these ten factors are accountable for brand female loyalty in cosmetic
products. Those factors are perceived quality, promotion, price, expiry date, purchase decision,
brand name, product quality, ingredients and design.
The marketing environment has turn out to be a very multifaceted and competitive one and day
by day marketing environment is shifting and developing gradually. Thus, it has become
essential for business to look for ways of gaining and maintaining brand loyalty by building
consumer believes and to give an individual identity to brand loyalty. Product quality and brand
loyalty has become the objective of all organizations. Organizations have realized with the
intention of, when customers are loyal to their brand, it provides the organization to develop
increasingly without any disturbance and create a form of revenue in return of increases in
profits.
A very great saying Companies that successfully develop loyal customers also develop brand
ambassadors. True brand loyalty exists when customers have a high comparative approach
towards a specific brand which can be exhibited through repurchase behavior. This kind of
loyalty can be a huge asset to the firm: because customers are ready to pay higher prices and
may charge less to the serve and carry new customers to the firm (Reicheld & Sasser, 1990).
A consumer purchases a product to accomplish his needs and has sure amount of expectations
from the cretin brand or expectations from the brand he buys. When he is able to assemble those
perceived value from the brand or expectations, he develops a belief and satisfaction towards the
brand which is called Customer Satisfaction. Customer satisfaction is a determinant of how
products and services supplied by a company to meet or exceed customer expectation.
Companies have begun to recognize that it is easier and more cost able to find ways to develop
customer satisfaction and maintain current customers instead of paying more attention to
engaging new customers.
According to Lau et al; (2006) he mentioned in his editorial that there are numerous factors
which influenced consumers brand loyalty towards a particular brands. The factors are; brand
name, product quality, price, promotion and service-quality. These studies will significantly look
at product quality as a feature that influences brand loyalty and the degree to which the quality of
a product make customers loyal to that product or superficial quality refers to the consumer s
value judgments or perceptions of quality. This could include idea of loveliness and the
perceived quality of the brand image.
Cosmetics can be explained as care substances or essential and considerable things that enhance
the emergence and loveliness of human body or structure or we can say that cosmetic is
Projected to be useful to the human body for refining , beautifying, promoting attractiveness, or
changing the appearance without affecting the body & apposes structure or functions. Cosmetic
are usually mixtures of chemical compositions in which some are formed from nature, and some

by imitation. The word cosmetics originate from the Greek world (koounokt texvt) which means
how you express your dress and ornaments. The history of cosmetics is very older and historical
it came from ancient times, at least 6,000 years human narration, and it is being used in various
kinds from a very long time. Around every society on earth had used cosmetic. Quality is defined
as determine of excellence or a condition of being free from defects.

Cosmetics in Pakistan
The cosmetics industry developed rapidly soon after the creation of Pakistan. In the Indo-Pak
Sub-continent, use of dies cosmetic materials like henna, ritha, sekakai (for washing hair),
Mutlani clay, Beri ke patte (plum leaves) Mash ki Dal (black lentil) hair-oils, gewari (aloe vera)
arq-e-gulab (rose water) olive and almond oil, sandalwood, ubtan, kajal (kohl) surma (antimony)
and many such materials have been in use by women since may centuries and are still in vogue.
Very gradually cosmetic business grew up and though many of the basic materials used by
Cleopatra were still employed, they were used with added skill and knowledge. Purity and safety
being put before everything else. Women using without any fear only those cosmetics which they
knew belongs to reliable manufacturers.
Today, the situation is basically different, because of the fact that internationally known products,
are manufactured here. The ranges of products of cosmetics are very wide. The main items are
perfumes, cosmetics and toilet goods, such as scents, face powers, snow creams, hair oils,
lipsticks, tooth powders, tooth pastes, nail, polishes, skin tonics, sprays, eye shadows, shampoos,
after shave colognes and such other allied things. In brief, the cosmetic industry is one of those
industries in Pakistan, which has been making rapid impressive progress. A number of these
products are also competing successfully in the international markets.
Cosmetic industry can be divided into two broad categories, viz. Large scale or the units, which
are in the organised sector and small factories run on cottage industry scale, or the units which
are in the unorganised sector. Quality-wise, the industry can be divided into two major groups,
those catering to the masses and those catering exclusive to taste of the elite and upper middle
classes.
Cosmetics are produced in brand/wrapped or unbranded/ unwrapped form. Data on production of
cosmetics, based on the figures published by the Federal Bureau of Statistics, Government of
Pakistan only cover units in the organised sector. At present 101 units are working in the
organised sectors. However, large quantities of cosmetics are manufactured in Pakistan at the
cottage level. Production of cosmetics increased from 43 million containers in 1994-95 to 207
million containers in 1998-99 thus showing an average increase of 45 per cent per annum. On the
other hand, production of toilet soap also increased from 53 thousand tonnes in 1994-95 to 76
thousand tonnes in 1998-99, thus showing an increase of 43 per cent.

A large number of products manufactured come under personal care products. These include
soaps, shaving creams, toothpastes, tooth powder, face creams, shampoos, lotions, mouth wash,
after shave lotions, eau-de-colognes, hair dyes and other toiletries.
The bulk of the market share of cosmetics in Pakistan is held by three big companies, Kohinoor
Chemicals, International Laboratories (Ponds) and Revlon. They control about 60 to 70 per cent
share of the total market. Having large production facility and marketing set-up, they are able to
dictate their terms. Their products under brand name such as Swiss Miss, Medora of London,
Tibet cream, Revlon, Ponds and Forhans have been established in people's minds. Important
centers producing cosmetics in addition to Karachi are Hyderabad, Lahore and Rawalpindi.
Most of the units in the organised sector having modern technology and foreign capital,
accounting for 67 per cent of the total capacity are concentrated in Karachi. They produce with a
few exception, foreign brands of cosmetics and goods needing sophisticated manufacturing
techniques and quality control methods.
Many pharmaceutical firms have also entered this field, and are manufacturing quality cosmetics.
This industry with indigenous capital, employing simple manufacturing technology, mostly
based on indigenous raw materials is spread all over the country at cottage level. In the past,
except in a few cases, no modern marketing techniques or approaches were adopted, but since
the eighties, the marketing activities have become more organised.
Marketing of cosmetics is carried out under brand names. Some of the popular brands are Tibet,
Ponds, Colibri, Medora, Kala Kola, Max Factor, Swiss Miss, Dylecia, Lux, Rexona, Forhans,
Macleans, Binaca etc. Preparations for skin and hair are full of choice ingredients and many are
blended with fragrant perfumes. Preparations for skin in many shades are suitable for different
complexions. They include a wide range of products, such as moisturizer, cleanser, hand and
body lotions, foundation, etc. Selected ingredients go into making of spearmint and peppermint
flavored dental creams and pastes. Hair creams and brilliantine are also the two fine quality
cremes which are in wide use. Pakistan cosmetics have been categorised into creams, lotions for
the care of the skin and hair.