Maybe she’s born with it, maybe it’s…make-up! According to the latest findings from Roy Morgan Research, almost two in every three (64%) Australian women aged 14+ buy some kind of make-up in an average six months. Foundation is the most popular item overall, purchased by 36% of women, ahead of mascara (26%), lipstick (23%), face powder (21%) and eyeliner/eye pencil (19%).
Among young women aged 18-24, however, these figures are substantially higher. Not only do 70% of women in this age range buy make-up in any given six-month period, but they are markedly more likely than the average Aussie women to buy every category of cosmetics measured by Roy Morgan Research – as the chart below indicates.
On top of their zealous make-up purchasing habits, 18-24 year-olds appear to have different cosmetic priorities than the average Australian woman. While foundation is once again the most popular item (47%), face powder joins mascara in second-top spot (both 38%) and eyeliner/ eyebrow pencil (32%) overtakes lipstick (29%) to take fourth spot.
Cosmetics bought in last six months: 18-24 year-old women vs Australian average
Source: Roy Morgan Single Source (Australia), July 2014 – June 2015 (n=9,108). Base: Australian women 14+
As we reported recently, Maybelline is the most popular cosmetics brand in Australia, and 18-24 year-old make-up buyers are no exception: 30% of them purchase at least one Maybelline item in an average six months (compared with 20% of total Australian women). And whereas MAC rates seventh-most popular overall among Aussie women who buy cosmetics (7%), it is the second-most commonly purchased brand among this key age group, purchased by 20% of all who buy make-up in any given six months.
L’Oreal and Australis are also considerably more popular among 18-24 year-olds than any other age group.
Andrew Price, General Manager – Consumer Products, Roy Morgan Research, says:
“Since 2011, sales of most cosmetics categories have been relatively flat or even declined slightly in some cases, due to an overall drop in purchase incidence among Australian women of all ages — with the exception of 18-24 year-olds, who remain as hooked on make-up as ever.
“This makes them a key segment for cosmetics brands – with the challenge of course being to hold onto them in this static market. Knowing what they look for when purchasing make-up is a good start. Like the majority of Australian women, value for money is extremely important to 18-24 year-olds when buying cosmetics. They also place higher-than-average importance on a brand’s reputation and its long-wearing qualities, and value a glamorous look and appealing packaging. Compared to other women, they are far more likely to buy their cosmetics from department stores.
“With the help of Roy Morgan Research’s in-depth cosmetics buyer profiles, brands can gain a more comprehensive understanding of their consumers – as well as those of their competition – in order to tailor their marketing campaigns so as to reach exactly the right audience…”
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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