The luxury beauty industry thrives on exclusivity, emotion, and deep-seated consumer desires. This study explores the subconscious factors influencing luxury beauty consumer behaviour through a neuromarketing approach. Using the Stimulus-Organism-Response (SOR) model as the primary theoretical framework and the Elaboration Likelihood Model (ELM) as a supporting theory, this research examines how luxury beauty brands design stimuli–such as packaging, branding, and sensory elements–to trigger specific neurological and emotional responses, ultimately shaping consumer behaviour. To ensure a rigorous and systematic literature analysis, this study employs the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) framework in conducting a structured review of relevant academic sources. Through this approach, the research systematically identifies, screens, and evaluates key studies to derive evidence-based insights on the application of neuromarketing in the luxury beauty industry. The findings aim to provide practical implications for marketers in developing more effective strategies and creating emotionally resonant brand experiences, ultimately enhancing consumer perception, brand loyalty, and purchase intention in the highly competitive luxury beauty market.

Kata Kunci: Black Box Framework, Cognitive Neuroscience, Luxury Beauty, Neuromarketing