Monday, July 2nd, 2012
According to the latest Roy Morgan findings, 80% of New Zealand females over the age of 14 years use skincare and cosmetic products. Almost two-thirds (63%) of them believe ‘Value for Money’ is the most important factor when purchasing.
After ‘value for money’, the next most important factors for women when purchasing skincare and cosmetic products are ‘quality brand’ and ‘sun protection factor (SPF)’. Although SPF is considered the second most important factor for females aged 50+, it comes in third for those aged under 50.

Important factors when purchasing skincare and cosmetic products

Source: Roy Morgan Single Source Mar11-Apr12, New Zealand Females aged 14+, n=6,230.

These findings are based on Roy Morgan Research Single Source – a New Zealand-wide survey of approximately 11,500 New Zealanders annually.

Pip Elliott, Head of Roy Morgan New Zealand, Roy Morgan Research says:
“Age does not seem to make much of a difference for the usage of skincare and cosmetic products, with those females aged 50+ being as likely as the younger generations to use them. However, even though the usage incidence is similar, the factors that are considered important differ considerably when purchasing.

“The ‘anti-acne benefit’ factor is the one that shows the biggest difference between female users aged 50+ and those aged under 50. In fact, only 2% of females aged 50+ place importance on this factor, compared to 21% of females aged under 50. Other factors that show differences between these two demographics include ‘recommended by family/friends’, ‘quality brand’, and ‘anti-aging benefits’.

“Men on the other hand, consider ‘quality brand’ as the most important factor, ahead of ‘value for money’ and ‘reputation of brand’. It’s interesting that although both females and males use skincare and cosmetic products, there is a noticeable difference between the factors that they consider important when purchasing them.”

Our extensive range of detailed Roy Morgan New Zealand Cosmetic Profiles includws the Cosmetic Buyer Profile, Facial Cleanser Profile, Facial Moisturiser Profile, Hair Colouring Profile and Hand and Body Lotions Profile. Roy Morgan Research Consumer Profile contains insightful quantitative data in ready-to-copy-and-paste charts and graphs that can be an invaluable resource for your market review, strategic marketing planning, advertising brief development, management update presentation or conference address.

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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.
Shaun Ellis
P: 03 9224 5332


skincare, cosmetics, women's skincare



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