Lipstick and mascara may be more glamorous, eye shadow may be more colourful, but concealer is one of the basics in a woman’s cosmetics arsenal — and in the year to June 2014, 11.1% of Australian women bought concealer in an average six-month period. So who’s using what to hide their dark circles?
Maybelline was the most popular brand for the second consecutive year, purchased by 12.8% of women who bought concealer. Avon (10.2%) came in second, followed by Revlon (7.9%) and Australian newcomer Nude by Nature (5.8%).
Australia’s 10 best-selling concealers
Source: Roy Morgan Single Source (Australia), July 2013 – June 2014 (n=938).
Maybelline concealer’s popularity is driven largely by under-18s and young women aged between 18 and 24, dropping off quite sharply among those aged 25 and above. One in four girls under 18 who bought concealer chose Maybelline, while 23% of concealer-buyers aged 18-24 did the same.
Avon, on the other hand, was especially popular with the more mature market, and was purchased by 15% of women 65+ who bought concealer in an average six months. Revlon’s key customers were women aged 35-49, while Nude by Nature’s concealer was a hit with 18-24 year-olds in particular.
Angela Smith, Group Account Director, Roy Morgan Research, says:
“Don’t get enough sleep? Concealer will hide those tell-tale dark circles under your eyes. Is your skin paying the price for one chocolate too many? Concealer to the rescue! More than one in ten Australian women buy this versatile cosmetic product in an average six months, with brand preferences varying depending on a woman’s age.
“With its trendy New York fashion vibe and affordable prices, Maybelline appeals to younger concealer buyers, as does Australian mineral make-up brand Nude by Nature. Established in 2008, Nude by Nature is also inexpensive and differentiates itself from its rivals by using natural, non-toxic ingredients.
“Avon’s popularity with an older demographic suggests that its customers having been buying Avon since the 1960s and 70s, when the door-to-door ‘Avon lady’ was at her peak.
“It is crucial for cosmetics brands to know which age groups are most likely to buy their concealers, and ensure that their marketing resonates with the right women.”
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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