In the last 6 months, all-in-one creams have quietly been making their mark on the Australian cosmetics market. Roy Morgan Research investigates this emerging new trend.
All-in-one cosmetic creams are balms that fulfil multiple functions, such as a serum, moisturiser, primer, foundation and sun-screen, in a single product. Commonly referred to as BB creams or beauty balms, they have been available in Asia since the mid-1980s, but have only recently found popularity in Australia.
In the six months to March 2014, 9.4% of Aussie women aged 14+ bought all-in-one creams, almost as many as purchased concealer (10.5%). It appears to be slightly more popular among women from country areas than those from capital cities, with 10.0% of country women buying it in the last six months compared to 9.0% of those living in cities.
Young women are more likely to buy all-in-one creams than their older counterparts, particularly those from Generation Z, 22.0% of whom purchased it in the six months to March — well ahead of Gen Y, Gen X, Baby Boomers and Pre-Boomers.
All-in-one creams more popular with younger women
Source: Roy Morgan Single Source (Australia), October 2013 – March 2014, average monthly n=745
Angela Smith, Group Account Director - Consumer Products, Roy Morgan Research, says:
“In a relatively short space of time, all-in-one creams have created a new niche in the Australian cosmetics market. We usually think of new trends taking hold in the capital cities then spreading across the country, but all-in-one creams are more popular outside the major centres. Young women have really jumped on the BB bandwagon too, with nearly a quarter of them buying it in the six months to March.
“Using Roy Morgan’s revolutionary new profiling tool, Helix Personas, we can understand the rising popularity of all-in-one creams with unparalleled accuracy.
“For example, over the last six months, 20.5% of women in the ‘Real Working Class’ segment bought all-in-one creams, compared to 9.4% of total Aussies. Real Working Class live on the city fringes or in regional centres, and although they may not be on high incomes, they’re confident in their ability to make ends meet. To stretch their dollar further, they usually steer clear of luxury items, so it’s very likely that all-in-one creams appeal to them as a way of getting a total beauty regime for a lower price.”
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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.
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