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Influencer-led marketing has significantly shaped consumer behaviour in India, and the rise of Mamaearth as a personal care brand offers a clear example of how perception, learning, memory, and attitude formation influence consumer response. Mamaearth’s growth has been closely tied to influencer-driven campaigns on Instagram and YouTube, where beauty bloggers, parenting influencers, and lifestyle creators consistently promoted the brand’s “natural,” “toxin-free,” and “Made Safe” positioning. These campaigns did not merely create awareness but actively shaped how consumers interpreted, remembered, and evaluated the brand. From the perspective of perception, Mamaearth carefully managed sensory and symbolic cues through influencer content. Visual perception was shaped by aesthetically pleasing videos showing clean packaging, soft colours, and demonstrations of product usage, which signalled safety and gentleness. Influencers often highlighted labels such as “chemical-free” and _________ ________ __________ __________ _____ ________ ______ _______ __________ ____.
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