The evolving needs of the consumers in the luxury cosmetic segment require the firms to pique consumer interest. This forces the firms to keep their focus on providing superior quality products and, at the same time, creating a memorable experience. The study is undertaken to provide a better understanding of experience through emotions. This study aims to investigate the strategies of experiential marketing used by luxury cosmetics companies for influencing consumer perception. Thus, the current study examines empirical studies selected using PRISMA guidelines to formulate a critical review of prevailing literature to arrive at the findings of the study. The results show that strategies such as free samples and exclusive distribution influence the probability of usage of products and cater to consumer expectations of exclusive approaches. In addition, the strategies of the online community, gift promotion, flagship stores, service from experts, and showbiz marketing can be used to create a meaningful brand experience. The brand image creation, stories associated with design, innovativeness, and product exclusivity enable the impactful contribution of experiential marketing. Thus, companies using immersive experience through technology should implement strategies like virtual shopping or event marketing for targeting consumers. In conclusion, the strategy of e-word of mouth using various social media platforms, event marketing, and storytelling have been identified to shape the feeling and experience of a consumer to influence attitude towards online shopping and maintain their engagement after a purchase.

The growth of consumerism in the luxury cosmetic industry in India is backed by the ability and willingness of the consumers to spend money, internet penetration, awareness, and consciousness of luxury cosmetics from exposure to beauty brands. Among other methods of marketing, the adoption of experiential marketing is gaining ground. It is specifically relevant in the cosmetic industry as it creates behavioral experience, brand experience, and brand engagement for appealing to the affective, sensory, and intellectual aspects of the consumers. The study examines the impact of experiential marketing on consumer satisfaction while identifying its importance in the industry. With the help of a close-ended questionnaire, a survey was conducted to examine the perception of 820 consumers of luxury cosmetics in India. SEM analysis was conducted to examine the impact of experiential marketing on consumer satisfaction using SPSS AMOS software. Herein, experiential marketing is represented by five components i.e. relate, feel, think, act, and sense while customer satisfaction by three components i.e. overall service quality, individual experience, and service quality, and perceived expectation-actual performance. The findings of the study revealed the presence of a positive impact.

Reverse innovation defi nes to the case where an innovation is acquired fi rst in emerging economies before tricking up to rich nations. The reverse innovation concept that is spreading from developing to developed economies has been introduced by Immelt et al. (Harv Bus Rev 87:56-65, 2009) presently. Given its originality the reverse innovation concept still required to be combined with literature on features, diffusion, and the locus of innovation. Although example of reverse innovation are rare as it is still developing theoretical questions such as what types of innovations are probably spawn by the developing economies, why such innovations might spread to rich nations, what are the competitive benefi ts obtained by foreign and local companies to have fun in this process and how it infl uences the worldwide strategy and organization of multinational enterprises. Reverse innovation highlights in rich nations and sells their products in poor nations. Reverse innovation is performing the opposite. Reverse innovation also highlights the importance for reduced price point innovations emerging in developing globe to produce new market request back in richer economies. Reverse innovations also have global infl uence. Mainly, they have the importance to migrate from poor nations to rich ones. Reverse innovation needs a varied mindset fl ow of work and altogether paces for economically and socially consistent outcomes to develop. Reverse innovation fi ghts to provide a powerful message because the data it provides is proper but not varied or new. Reverse innovation has two fundamental objectives: fi rst is to support the organizations to grasp the theory underlying the process of reverse innovation and second is to offer them with practical guidance on how to perform the initiatives of reverse innovation. This study discusses in detail about the concept of reverse innovation, investigates its application in various industries in real time (Godrej, Tata Motors, and Philips), and explores how it can extend and enrich the mainstream theories of innovation. If understood and applied in a right way, reverse innovation strategy can play a signifi cant role in today's recovering markets. This is one area which is still unexplored. When world over is recovering, it is important to know that there lies a vast opportunity in exploring this new area in rural India.R. Dhillon (*) Bharati College , University of Delhi , New Delhi , India e-mail: ratidhillon@gmail.com 168 Reverse innovation can help us understand and tap rural market in India in a better way. This paper is an attempt to highlight some of the major benefi ts of adopting this marketing strategy and what should be future approach for this type of marketing strategy.

Reverse Logistics is the process of reusing the raw materials for further production. It is one of the key aspects of the supply chain of environment conscious businesses today. One of the primary reasons behind adoption of reverse logistics in the supply chain is that the process is sustainable, and thus do not create harsh impact on the environment. The issue before today’s global organizations is to find out the opportunities and challenges that reverse logistics has to offer.

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