What women want from make-up

Ever wondered what beauty products and make-up women swear by or wouldn’t set food outside the house without? I asked a number of beauty lovers to separate the bad slap from the good stuff and tell me what makes them part with hard earned cash again and again.

Strongest brand presence

There was an overwhelming positive leaning towards MAC. This brand has successfully established itself as a leader in the market with regard to brand awareness and the quality of products. All participants surveyed mentioned the brand, with the majority commenting on its brand presence and hold on the market. Foundation, concealer and eyeliners proved the most popular repeat purchases. Many mentioned a brand loyalty and trust built over time. This trust and loyalty was attributed to a consistent quality in products, good customer service and staff knowledge and a strong market presence. Dynamic, celebrity lead advertising campaigns and innovative products, packaging and shop interiors compound the brand’s market presence. MAC has followed a ‘professional positioning’ in the beauty market, balancing natural looks with trendier high fashion. Most importantly, it has maintained accessible price points for consumers.

Rimmel, Lancôme and L’Oreal were the other dominant brands mentioned. Print advertising and celebrity endorsements were given as an explanation as to why people choose these brands above others. A vast range of products allows these brands to hold a strong position with a strong presence in department stores and pharmacies. Consumers mentioned a tendency to impulse buy products like shampoo, nail varnish, eye liners and mascaras. The mid-range level price point means that they are perfectly pitched for people who want a quick beauty fix but who are still influenced by quality, name, packaging and price.

Rimmel has positioned itself cleverly and it appeared to be the go-to-brand for mascara, foundation, eyeliners, and blushers when consumers didn’t want to commit to a considerable outlay but wanted a reliable product. Celebrity endorsements have improved the overall look and feel of the brand, giving it a powerful position. It appears to command the attention and spending power of consumers in their late twenties to mid-thirties which I found interesting. I had a perception that it was aimed more at a teenage or early twenties market. It proves that good value and attractive products will catch a wide demographic.

Ethical and luxury brands

Bare Minerals and the Body Shop were mentioned in a positive manner as they communicate a strong moral, sustainable stance and they deliver quality ingredients for skin care and make-up. The most popular luxury brands were Bobbi Brown, Chanel, Laura Mercier, Crème de la Mer and NARS. It would appear that people go to these brands for investment pieces or recommendations from friend’s or staff at beauty counters. Those surveyed mentioned doing research on these brands or engaging with sales staff for advice before purchasing as the price points are high.

Affordable brands

Topshop, Inglot, Maybelline, Two Faced, Revlon and Sephora makeup ranges were mentioned for cheap and cheerful additions to a make-up routine. They were also mentioned for aligning with current fashion trends through colours and one-off, limited addition lines.

Online spending

The group’s attitude to online spending was mixed. People appeared to want to build up trust in a product or try it out in store. Items that were bought online related more to tools, brushes or repeat purchases that were proven to work. Free samples or testers appeared to be ways to entice people to become more inclined to spend money online. The reaction to online tutorials was very positive and good way to catch interest. Short videos that are under five minutes seemed to appeal most.

Savvy shopping

I noticed a theme in people’s attitudes to spending that revealed a want to experience products first hand before a commitment to purchase is made. People liked the in store experience and interacting with staff for advice and recommendations.

The web

The internet is proving to be a wealth of knowledge for consumers and this was very apparent in the group surveyed. YouTube was mentioned as a source for tutorials and searches on how to up-skill or improve beauty knowledge. Pinterest and Instagram proved very popular sources for gaining inspiration and ideas on beauty and image searches. ASOS vouchers and discount offers proved a common theme of encouraging spending. Blog writers were used by those surveyed as a reliable source for tutorials or reviews of products and new things on the market revealing their power on the beauty industry.

Strong packaging

The influence of packaging had less of an impact on people’s spending habits that I thought. Some people were very influenced by new campaigns or packaging, however the majority of those surveyed in the group valued quality above appearance. Brands that were mentioned positively in relation to packaging and look and feel included Urban Decay, Benefit and Soap and Glory.
Items people are willing to impulse buy
Bronzers, blushers, nail varnish, lipstick, lip-gloss, mascara and eyeliners

Top-tip products
• Mac Studio Sculpt Foundation
• NARS orgasm blusher
• Crown Brush UK 10 colour concealer palette
• Benefit They’re Real mascara
• Clarins Beauty Flash Balm

*image courtesy of thinkstock.com