Abstract:    The study delves into how emotional factors influence consumers' decisions to purchase personal care products. With emotional connections playing an increasingly important role in consumer behaviour, the research looks at how emotional value, relationships with social media influencers, and word-of-mouth impact purchasing choices. By reviewing current studies and real-world data, the research highlights emotional elements like trust, attachment, and satisfaction that shape how consumers view personal care brands. The results show that when emotional value is present, it can significantly boost purchase intentions, especially when paired with influencer marketing and recommendations from others. The study also shows how factors like gender and education can affect this relationship. Overall, the research offers valuable insights for marketers looking to create emotional connections that drive consumer engagement and loyalty in the personal care market.