The growth of luxury cosmetics in India is driven by rising consumer spending, digital access, and brand awareness. Experiential marketing has become a key strategy to enhance consumer engagement and brand loyalty. This study explores the relationships between experiential marketing, brand experience, brand trust, customer satisfaction, and loyalty among Indian luxury cosmetic consumers. It aims to address knowledge gaps and deepen understanding of how brand experience influences consumer behaviour in the luxury cosmetics sector.

Methodology:

A mixed-method approach was used. Quantitatively, a survey of 400 Indian luxury cosmetic consumers helped build a theoretical model. Qualitatively, 15 semi-structured interviews provided insights into consumer perceptions and motivations.

Framework:

The conceptual framework examines the direct effects of brand experience on brand trust, personality, satisfaction, and loyalty, and the indirect effects of these factors on customer loyalty. Brand experience is assessed across five dimensions—sensory, affective, intellectual, behavioral, and social experiences.

Findings:

Results confirmed that all five dimensions of brand experience significantly influence loyalty. Moreover, brand trust, satisfaction, and personality mediate this relationship, strengthening consumer attachment and repeat purchase behavior.

Implications:

The study contributes to both academia and practice by offering a model for understanding experiential marketing’s role in luxury branding. It serves as a foundation for future research and strategic brand management in the cosmetics industry