In the year to March 2013, Roy Morgan Research asked almost 4000 Kiwis aged 14+ who bought cosmetics in the last six month what factors are important when deciding which brand to buy.
Those who rated Proven Benefits as important were 74% more likely than average to have bought Clarins in the last six months (3.3% compared to 1.9% of all cosmetics buyers), while those who said Advertising was a factor were over twice as likely to have bought Covergirl (11.4% vs. 4.7%) or Bobbi Brown (2.8% vs. 1.4%).
Quality Brand is the highest-rated factor, with nearly 3 in 5 (58%) skin care and cosmetic consumers saying this is important. These people are 38% more likely to have bought Bobbi Brown, 28% more likely to have bought MAC and 27% more likely to have bought Estée Lauder or Lancôme.
Value for Money is the second-most important factor overall, with 57% of buyers citing it as an influence. These customers are more likely than average to go for Rimmel, Australis or Nutrimetics.
Almost 1 in 4 beauty shoppers (23%) say the recommendation of family or friends is important, with Covergirl, Maybelline and The Body Shop more likely to appeal to them.
The 15% of buyers who take the recommendation of beauty professionals into consideration are twice as likely to have bought Lancôme. Other brands more likely to have been bought by customers taking the advice of professionals include MAC, Clarins, Estée Lauder and Natio.
Almost 2 in 5 buyers overall say it’s important that a product was not tested on animals. These consumers are more likely than the other 3 in 5 to buy brands including Rimmel, Bobbi Brown, Covergirl, Almay and Australis.
Michele Levine, CEO, Roy Morgan Research, says:
“To map exactly where they fit in the marketplace and uncover all the gaps available for growth, brands both big and small need to accurately and consistently monitor what consumers most want (and what is less important to them), and tally these factors across competitors.
“For example, our research shows that only 5.6% of Max Factor buyers say Technologically Advanced is important, compared to 12.5% of l’Oréal’s, and 30% of Maybelline’s consider the recommendation of family and friends a factor but only 18% of Shiseido’s do.
“Elizabeth Arden buyers are the least likely to care whether the product has been tested on animals.
“Roy Morgan Research monitors 16 important factors in cosmetics and skin care purchase intention in all.”
Source: Roy Morgan Single Source (New Zealand) April 2002 — March 2013.
Base: New Zealanders 14+ who bought cosmetics in the last 6 months, sample n = 3,996. Brands with small sample sizes have been excluded.
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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