Authors:

N.N. Kalkova, S.E. Babak

V.I. Vernadsky Crimean Federal University, Simferopol, Russia

Abstract:

In the context of the ongoing transformation of the Russian cosmetics market shaped by geopolitical factors and import substitution policy local producers increasingly face the need to comprehend unconscious mechanisms of consumer decision-making. The article presents experimental research on consumer behaviour when choosing cosmetic products using neuromarketing technologies. Methodologically, the study relies on the concept of sensory marketing and neurophysiological approaches to examining consumers’ cognitive-affective responses during visual product evaluation. The research used neuromarketing tools (eye tracking, the Facial Action Coding system (FACS), electroencephalography (EEG)) and SPSS Statistics 23.0 software for statistical analysis. Empirical data were obtained from three laboratory experiments on the packaging of seven facial cream brands by local Crimean producers, carried out from September to December, 2025 with 48 participants. Analysis of eye movement patterns revealed that the logo as a key brand identifier attracts only limited visual attention, which indicates that local brands are scarcely recognizable. A positive purchase decision is determined by consumers’ integrated emotional response to the packaging (a positive vector, high valence, and arousal) triggered by visual attention patterns, which together form a predictive model of choice. Using the case study of locally produced facial cremes, the paper proposes a methodology for ranking products by neurophysiological metrics. The findings allow evaluating the attitude towards local brands, predicting consumer choices based on responses to packaging, and optimizing products assortment, packaging design, and promotional strategies.

Keywords: sensory branding; consumer behaviour; sensory perception; visual attention; emotional response; local brands; cosmetics; packaging; neuromarketing.

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For citation: Kalkova N.N., Babak S.E. (2026). A study into specificity of demand for local cosmetic brands in the domestic market. Upravlenets / The Manager, vol. 17, no. 2, pp. 105–123. DOI: 10.29141/2218-5003-2026-17-2-7. EDN: RJGOAZ.