Background: 

The cosmetic industry is one of the most leading industries in the world. With the help of the internet, the consumption of cosmetics has increased because the consumer can consume regardless of place or time. In the cosmetics industry, there is a wide range of products with similar functions, this also includes the hair cosmetic´s industry. In addition, the consumer’s senses such as smell, taste and touch are excluded which makes it difficult for the consumer to make a decision. In connection with this the consumer may experience risks which in turn reduces confidence in a new cosmetic product on the internet. 

Purpose:  The purpose of this study is to examine, from a consumer's perspective, which product characteristics increase the consumer´s trust for a new product in the cosmetic industry, when shopping online. 

Method: This study is based on a qualitative and quantitative research method. The qualitative research method was based on focus groups and the quantitative research method was based on  using survey research. The survey was answered by a total of 107 persons. Therefore, a total of 24 people participated in the focus groups. These 26 peoples were divided into four different groups with six people in each group. The data collection methods were applied to a target group that includes women and men between the ages of 18 and 70 + years . The study focused on shampoo bottles because it is a product that is part of the cosmetics industry but also a product that is consumed everyday by both men and women between the ages of 18 years to 70 years +.

Conclusion: This study has identified various product characteristics that increase consumer´s  confidence when buying a new product within the hair cosmetic industry on the internet. The results of the study showed that when buying a new cosmetic product on the internet, the main product characteristics that increase the consumer’s trust are color, shape, typography, eco-labeling and logotype.