IntroductionCosmetics means any products which are used for the human body by means of rubbing, sprinkling, or by similar application for cleaning, beautifying, promoting attractiveness, altering the appearance of the human body, and for maintaining health of the skin and hair.1 They are becoming of more importance in daily life and are one of the most growing markets in the world especially in developing countries like Iran. The global cosmetic market was 460 billion USD in 2014, which is about 0.5 % of gross domestic product (GDP) and is estimated to reach 675 billion USD in 2020 by growing at a rate of 6.4%. 2,3 According to the statistics from Iran central bank, average annual expenditure on cosmetics in Iran has been estimated to be around 1.9 % of the total household expenditure which has been located in the seventh position in the world. 4 Based on growing trends of cosmetics' consumption, it is necessary to identify the key success factors (KSF) of these products in the markets. In order to specify these factors, at first, lots of information should be gathered from the population. Knowledge, attitude, and practice (KAP) analysis is a representative study of a population to collect information on what is known, believe and done in relation to the specific topic. It tells us what people know about certain things, how they feel, behave and allow the program to be tailored more appropriately to the needs of the community.
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A B S T R A C TBackground: Cosmetic products are one of the most important fields of consumer market. Strategic marketing plan and creating competitive advantages through recognizing of key success factors has become as a main core competency of active firms in this area. Based on this, the aim of our study was to identify the key success factors of cosmetic products' marketing in the Iran's market. Methods: To do this, knowledge, attitude, and practice (KAP) of consumers in Iran were evaluated and key success factors were identified based on the mix marketing theory. Deep interviews and closed-ended questionnaires were used to collect data. The randomized sample population of this study was 1200 people. Results of KAP analysis were classified in seven clusters and then Topsis technique was used to analysis each cluster. Results: Results showed that there are a significant relationship between attitude and practice and also between knowledge and practice because of tvalues greater than 1.96 and path coefficient greater than 0.1. Moreover, the results indicated that the most and the least important factors for success of cosmetics' marketing are place (distribution and dispensing) and price, with sorted Cli of 0.9 and 0.1 respectively. Conclusion: It demonstrates that appropriate sales and distribution strategies, scientific and enough information and strong marketing at the point of purchase are the most important key success factors in the marketing of cosmetics, and price has a minimum drawing effect on cosmetics' marketing.