IntroductionAnimal testing has continued to be used throughout the makeup industry, with over 200 major brands actively testing on animals (PeTA, 2012 ). Among which are prestigious brands like Clinique, Elizabeth Arden and Lancôme. The need for change comes as animals are continually exploited by these big corporations. While all testing of cosmetics and toiletries on animals has been banned in the UK, laboratories that use mice, rats, birds, reptiles and amphibians are exempt from this requirement. minimum protections under the Animal Welfare Act (AWA). Additionally, many companies claim no animal testing in the UK, but do not include products made overseas. The problem arises because customers are aware of the negative impacts of animal testing and do not agree with it, but choose to ignore it. It is especially important to change this attitude at a time when customers are becoming more attentive than ever due to the development of the new consumer. It will discuss how anti-animal cruelty organizations can change the attitudes of the general public and customers, ultimately aligning their beliefs with their behaviors.1. Problems Facing Marketing Managers 1.1 Cognitive Dissonance Looking at individual psychology and how it affects attitudes – in this industry in particular, cognitive dissonance is the most important problem that marketers must overcome. Cognitive dissonance theory focuses on the relationships between cognitive elements (cognitions). When two cognitions are in a dissonant relationship, the person with these two cognitions is said to be in dissonance (Festinger, 1957). Dissonance is considered an aversive motivational state; people will want to avoid feeling dissonance, and if they do, they will...... middle of article ......tiple Source Effect, Journal of Personality and Social Psychology.Key Note (2013 ). Green and ethical consumption market update. [Online]. Last accessed April 26, 2014: https://www.keynote.co.uk/market-intelligence/view/product/10854/green-%26-ethical-consumer/chapter/7/fashion-and-beauty?highlight= fair trade in cosmeticsO'KEEFE, D (2002) Persuasion Theory & Research 2nd ed., Illinois, United StatesPeople for the Ethical Treatment of Animals [PeTA] (2012). Go cruelty-free. [Online]. Last accessed April 25, 2014: http://www.peta.org.uk/features/easy-way-to-go-cruelty-free/PETTY, RE & CACIOPPO, JT (1984), The Effects of Involvement on Responses to Quantity and quality of arguments: central and peripheral pathways to persuasion, journal of Personality and Social Psychology.