But according to the latest Roy Morgan Research data, plain and simple ‘value for money’ is the most influential factor when buying skin care and cosmetic products.
As of September 2011, 79% of the New Zealand female population (14+) use skin care or cosmetic products. When users were asked what factors they consider important when purchasing products, ‘value for money’ was the most popular with 65% of users nominating it as important. ‘Quality brands’ came in at number two with 58%, and ‘sun-protection factor (SPF)’ followed with 54%.
Rounding out the bottom of the list were ‘technologically advanced’ (8%), advertising’ (6%), and packaging (5%).
Reasons Considered Important When Purchasing Skin Care and Cosmetic Products
Source: Roy Morgan Single Source Oct 2010 – Sept 2011, n = 6,207.
Pip Elliott, Client Services Director, Roy Morgan Research, says:
“Value for money is a factor likely to be considered important in most consumer buying decisions, and skin care and cosmetic purchases are no exception. The top two factors – value for money and quality brand - aren’t unique to skin care and cosmetic products, rather they are aspects of consumer decision making which span across most products and industries.
“Given the large amount of money skin care and cosmetic companies spend on advertising and packaging, it is interesting to see how low these two factors rank among users. Although it should be noted that despite these factors being important to only a small proportion of users, it doesn’t mean that advertising or packaging isn’t affecting sales.
“Market share in the skin care and cosmetic industry is tight. There is an array of brands and products flooding the market at any one time. Roy Morgan’s Skin Care and Cosmetic Profiles offer a broad understanding of buyers of individual brands and products. These profiles include information on demographics, attitudes, activities and media usage – information to help a company or agency get ahead in a tight market.”
The latest detailed Roy Morgan Facial Cleanser Profiles take an in-depth look at buyers of particular facial cleanser products, such as Clearasil, Garnier, Nivea, Dove, L’Oreal, Neutrogena, Olay and St. Ives.
The latest detailed Roy Morgan Facial Moisturiser Profiles provide a thorough understanding of people who buy particular brands of facial moisturisers, including Elizabeth Arden, Avon, Clean & Clear, Clinique, Dove, Garnier, Johnsons, L’Oreal, Neutrogena, Nivea, Nutrimetics, Olay and The Body Shop.
The latest detailed Roy Morgan Cosmetic Profiles offer a broad view of buyers of each particular cosmetic brand, including Australis, Avon, Clinique, Covergirl, Elizabeth Arden, Estee Lauder, Lancome, L’Oreal, MAC, Max Factor, Maybelline, Nutrimetics, Revlon and The Body Shop.
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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