Tuesday, February 18th, 2014 - Roy Morgan Research

Illegal Length, The Falsies, Colossal Cat Eyes, Black Drama… with evocative names like these, is it any wonder that more Australian women buy Maybelline mascara than any other brand?

According to the latest findings from Roy Morgan Research, 26% of Australian women aged 14 and over bought mascara in an average six-month period between October 2012 and September 2013 — with more than a quarter of them (or 7% of Aussie women) buying Maybelline, more than twice as many as the next biggest seller, Avon (3%).

Maybelline is the most popular mascara brand across all age groups, especially among young women under 25, 10% of whom have purchased the brand.

The battle for second place varies by age group: Max Factor for the under 25s, L’Oreal for the 25-34s and Avon for each age group over 35.

Mascara brands by age groups – bought by women in the last 6 months

mascara-brands-by-age

Source: Roy Morgan Single Source (Australia), October 2012- September 2013, n=11,023

Angela Smith, Group Account Manager - Consumer Products, Roy Morgan Research, says:

“Like fashion, cosmetics trends are always changing, and the latest craze is eyelashes. Achieving bigger, bolder lashes is the new beauty goal and with Maybelline’s extensive mascara range offering longer-lasting, volume-enhancing lashes it’s no surprise the brand has been number one among Australian women for the last five years. In fact, Maybelline seems to be a popular choice for eye make-up in general, being the top pick for eye liner and concealer, too.

 

“In a market comprised of brands as diverse and high-profile as Napoleon, Revlon, Rimmel, Australis, Estée Lauder, Elizabeth Arden, Covergirl, Chanel and MAC (to name just a few of the brands Roy Morgan Research measures), a cosmetics company needs to stand out — and the most effective way to do that is via an in-depth understanding of its customers (as well as those of its competitors).

 

“Roy Morgan’s ground-breaking new profiling tool, Helix Personas, can assist cosmetics marketers to refine their search for a more targeted market. For instance, 35% of women in the highly sociable, ambitious ‘Young and Platinum’ category purchased mascara in an average six month period, as did 35% of women from the ethnically diverse and high-achieving ‘Successful Immigrant’ segment — both considerably above the national average.”

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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.
Samantha Wilson
P: (03) 9224 5268
W: www.roymorgan.com

Keywords

cosmetics, beauty, mascara, maybelline, avon, l'oreal, retail

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