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 the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.
In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
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