CILOS-WASPAS approach based on Schweizer–Sklar power operators for evaluating cosmetic brands in a group decision-making environment

Cosmetics can help improve our mood, beautify our looks, and raise our personality in addition to our physical health. The objective of cosmetic brands is to create new, affordable, and simple beauty goods for all consumers in order to impress a large number of individuals. The purpose of this study is to identify the cosmetic brand that, when applied to the skin can provide the desired effect. Presently, it is commonly thought of as a common multi-attribute group decision-making (MAGDM) problem. To thoroughly examine the cosmetic brands, this analysis employs the Criterion Impact Loss (CILOS) with Weighted Aggregated Sum Product Assessment (WASPAS). This study highlights that (1) product factor; (2) pricing factor; (3) distribution channel factor; and (4) consumer communication aspect are four essential attributes that affect individuals’ readiness, a brand’s development, and enhance consumers’ purchase intentions. The weights of the four described attributes are calculated using the CILOS method then ten selected cosmetic brands are ranked using the WASPAS method. The obtained results show that L’Oréal and Coty are the best cosmetic brands to meet individual beauty demands. Finally, we discuss about conclusions, the impact of the study, its limitations, and the possibility of more research.