Introduction:
With the beauty industry’s rapid evolution and growth, understanding consumers’ makeup habits and preferences has become imperative for brands. Sapience conducted a comprehensive study to delve deeper into these aspects.
Objective:
To understand the makeup ownership patterns, preferences in types of makeup items, on-the-go makeup habits, and general opinions and attitudes towards makeup among a specific demographic.
Methodology:
A quantitative research approach was employed, with a sample size of N=400 respondents.
Key Findings:
1- Make-up Ownership:
- 54% of respondents own between 10-25 makeup items.
- 27% possess less than 10 items, indicating occasional usage or preference for minimalism.
- 19% own more than 25 items, suggesting a keen interest or professional involvement in makeup.
2- Types of Make-up Items:
- Lipstick emerges as the most commonly used makeup product, with 92% of respondents using it.
- Nail polish is the least popular, with only 28% usage, influenced by factors like the practice of daily prayers, which requires its removal.
3- On-the-Go Items:
- 85% of women carry lipstick in their purses, indicating its importance for touch-ups.
- Surprisingly, only 5% carry eye shadow, which can be attributed to its long-lasting nature or the size of the kits.
4- Opinions and Attitudes:
- 85% prefer their makeup to be light, aiming for a natural look.
- 71% feel that makeup enhances their self-confidence.
- Brand loyalty varies, with 35% switching brands with every purchase and 31% sticking to one brand.
- 44% would apply makeup even if they’re not stepping out, suggesting makeup’s role in self-expression or self-care.
- Celebrity endorsements influence 20% of the respondents.
- 57% perceive all makeup brands as similar, highlighting the importance of brand differentiation.
Conclusions:
The study reveals an intriguing mix of traditional and contemporary attitudes towards makeup. While lipstick remains a staple, newer categories like eye shadow are less preferred for on-the-go touch-ups. The challenge for brands lies in differentiating themselves in a market where over half of the consumers perceive products as similar.
Recommendations for Brands:
- Focus on the durability of products to cater to those who wear makeup even at home.
- Enhance the brand’s distinctiveness to stand out in a market where many see makeup brands as interchangeable.
- Given the importance of lip products, innovations in this category could be beneficial.
- Nail polish brands might want to explore quick-dry or easy-remove formulations to cater to religious practices.
End Note:
Sapience’s research offers a holistic view of the market, allowing brands to tailor their strategies more effectively and tap into the evolving needs and preferences of consumers.