Beauty is in the Eye     of the Blog Holder     What influences women to purchase beauty products?Jane Collins            ...
ObjectiveTo probe for user behaviors involving beauty andpersonal care products:๏   Brand preferences๏   Online vs. Offlin...
MethodologyIn October 2010, BlogHer Inc. in partnership withDeVries, fielded a 25 question survey across 25million BlogHer...
TRENDS:BlogHer Behavior      vs General     Population
BlogHer community mirrors the general population      when it comes to attitudes about beauty productsSource: Women the We...
SHOPPING:  How and WhyThey Buy Beauty
The store beats the web 4 for 1 for                                        beauty product purchasesWe want to see it,   fe...
At the store: Discount stores winOffline Purchases                    Q: “Where do you purchase cosmetics and beauty suppl...
Online: Shopping by brands winOnline Purchases                  17%                      18.0%                      17%   ...
Cost, efficiency and scale                                               drive online shopping                            ...
Recommendations and savings                                                      motivate shoppers   #1      Promotion or ...
INFLUENCE: Who Inspires     Them to   Purchase?
Familiar bloggers are the most                                                      helpful resource online “Which resourc...
Other resources used frequently                                             to research beauty products                   ...
Bloggers are the new tastemakers   “Do you considerbloggers as a resource   for beauty product recommendations as  much as...
And it’s not just beauty bloggers       Half say they have             Beauty Product Purchase Based On:    purchased a co...
Blogger recommendations lead to great results        “I purchased a mascara from a        “Life” blogger. I asked the ques...
Blogs are 2.5x more likely to drive beauty                                    product purchase than magazines“Over the las...
CONTENT:Where is BeautyDiscussed in the  Blogosphere?
Multiple blog verticals give advice                                      about beauty products                            ...
And many verticals are highly trusted                                       when giving that advice                       ...
Diverse blog writers devote a significant                     portion of their content to the beauty topic % of time vario...
Trend-hunting favors different                                            blog verticals         Rank Order by Category#1:...
KEY FINDINGS
Key Findings   Women buy beauty products offline at a rate four    times greater than online. Women research    online an...
ADDENDUM: Favorite Beauty Brands                                   26
Favorite beauty brands:                                                            All respondentsTop 3 Favorite Skin Care...
Favorite beauty brands:                               Respondents with income at $100K+Top 3 Favorite Skin Care Brands    ...
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Blog her devries_surveyfinal, ec

  1. 1. Beauty is in the Eye of the Blog Holder What influences women to purchase beauty products?Jane Collins Stephanie SmirnovBlogHer-Director of Market Research DeVries-Presidentjane@blogher.com ssmirnov@devries-pr.com
  2. 2. ObjectiveTo probe for user behaviors involving beauty andpersonal care products:๏ Brand preferences๏ Online vs. Offline purchasing๏ Influence of media sources on beauty product purchasing๏ Influence of blog vertical on beauty product purchasing 2
  3. 3. MethodologyIn October 2010, BlogHer Inc. in partnership withDeVries, fielded a 25 question survey across 25million BlogHer network users:๏ Sample size: 1,074 total women๏ Geographically dispersed throughout U.S. by region๏ Age breaks: 48% 18-34, 31% 35-44, 13% 45-54๏ Blog participation: 76.4% Write and read blog(s) 16.6% Read but don’t write blog(s) 7.1% Write at least one blog 3
  4. 4. TRENDS:BlogHer Behavior vs General Population
  5. 5. BlogHer community mirrors the general population when it comes to attitudes about beauty productsSource: Women the Web and Their Wallets, US Total Population: N = 689; BlogHer N = 761“What sources do you use for research about cosmetic and beauty supplies?” 5
  6. 6. SHOPPING: How and WhyThey Buy Beauty
  7. 7. The store beats the web 4 for 1 for beauty product purchasesWe want to see it, feel it, smell it Online purchases for cosmetics were actually higher among older women (15%) than younger (11%) Q: “Tell us where you purchased personal care and beauty products last 30 days” N = 882 7
  8. 8. At the store: Discount stores winOffline Purchases Q: “Where do you purchase cosmetics and beauty supplies offline?” (Select all that apply) N = 866 8
  9. 9. Online: Shopping by brands winOnline Purchases 17% 18.0% 17% 16.0% 14.0% 12.0% 10.0% 8.0% 7% 6.0% 5% 4.0% 3% 2.0% 0.0% Branded Multi-Product Other Drugstore Dept. Store Beauty Site Site (e.g. Site Site Amazon) Q: “Where do you purchase most of your cosmetics and beauty supplies online?” (Select all that apply) N = 844 9
  10. 10. Cost, efficiency and scale drive online shopping Online Shopping AdvantagesBut offline still wins Older women (45-54) gave “Quicker-More Efficient” an even higher (25.0%) #1 response Q: “What appeals to you most about purchasing hair, skin or cosmetic products online?” N = 758 10
  11. 11. Recommendations and savings motivate shoppers #1 Promotion or Free Sample #2 Recommendation from offline friend #3 Review from a known blogger #4 Discounted prices #5 Top user generated reviews from an online review siteOut of Ten Choices Q: “Which of the following motivates you to buy a new beauty product?” N = 758 11
  12. 12. INFLUENCE: Who Inspires Them to Purchase?
  13. 13. Familiar bloggers are the most helpful resource online “Which resource is most helpful to provide beauty product advice andrecommendations?” Q: “Which resources provide the most helpful advice and recommendations to assist with purchase decisions about beauty products?” N = 790 13
  14. 14. Other resources used frequently to research beauty products Top 2 Box: Frequently/All the TimeMagazines are still used… Results for beauty product searches for spouse and children were directionally similar Q: “How frequently do you use the following resources to research beauty products for yourself?” N = 734 14
  15. 15. Bloggers are the new tastemakers “Do you considerbloggers as a resource for beauty product recommendations as much as a magazine writer or editor?” Q: “Do you consider bloggers as a resource for beauty product recommendations as much as a magazine writer or editor?” N = 698 15
  16. 16. And it’s not just beauty bloggers Half say they have Beauty Product Purchase Based On: purchased a cosmetic product based on a recommendation from ablogger who writes about topics other than beauty Q=“Have you ever purchased a hair care, skin care or cosmetic product based on a recommendation from a blogger who wrote about something other than beauty products (e.g. Lifestyle, Entertainment or Parenting)?” N = 782 16
  17. 17. Blogger recommendations lead to great results “I purchased a mascara from a “Life” blogger. I asked the question on Twitter and I checked products 423 respondents out from the responses I received” took the time to leave open “I bought a ended comments“There’s a great blog foundation and eye (mostly positive)called Happy Girl Hair shadows at the about purchasesthat gives moms tips recommendation of a based on blogon styling AA hair. fellow mother of recommendationsSince my daughter is multiples blogger. Iadopted from Ethiopia love the products andand I’m facing a steep trust her opinion”learning curve, I’llbuy just about “I have bought several cosmetic productsanything she because of a recommendation by a beautyrecommends!” blogger and clothes recommended by fashion and DIY blogger.” Q: If you’ve purchased a beauty product based on the recommendation of a blogger, tell us the product, what kind of blogger, and what the experience was like” N = 423 17
  18. 18. Blogs are 2.5x more likely to drive beauty product purchase than magazines“Over the last 6 months,which resource was more likely to cause you to make a beauty product purchase?” Q: “Over the last 6 months, which resource was more likely to cause you to make a beauty product purchase?” N = 698 18
  19. 19. CONTENT:Where is BeautyDiscussed in the Blogosphere?
  20. 20. Multiple blog verticals give advice about beauty products Top 2 Box: Frequently/All the TimeBlog verticals thatreaders turn to for beauty product advice andrecommendations Q: “How often do you turn to the following types of blogs for beauty product recommendations?” N = 585 20
  21. 21. And many verticals are highly trusted when giving that advice Top 2 Box: Usually/Completely Blog verticals that readers trust the most for beautyproduct advice and recommendations Q: “How much do you trust the following types of blogs for beauty product recommendations?” N = 599 21
  22. 22. Diverse blog writers devote a significant portion of their content to the beauty topic % of time various blog of individual blog % verticals arealso writing about category writers who are beauty also blogging about beauty Source: 2010 BlogHer Social Media Matters study, N= 912 22
  23. 23. Trend-hunting favors different blog verticals Rank Order by Category#1: Fashion and Beauty#2: Lifestyle#3: Celebrity#4: Health and Wellness#5: Parenting#6: Green and Ecology#7: FoodQ: “Rank the following blogs according to where you would be most likely to go to find what is hot and seasonal about beauty trends?” N = 701 23
  24. 24. KEY FINDINGS
  25. 25. Key Findings Women buy beauty products offline at a rate four times greater than online. Women research online and buy offline. Familiar bloggers are more helpful (61%) for providing beauty product advice than store websites (46%), social networks (33%) or message boards (20%). Women are just as likely to trust the beauty product advice from a Parenting (43%), Health (42%) or Lifestyle (37%) blog as from a Beauty and Fashion blog (43%). Blogs are more than two times more likely (63%) than magazines (26%) to have inspired a beauty product purchase over the last six months. 25
  26. 26. ADDENDUM: Favorite Beauty Brands 26
  27. 27. Favorite beauty brands: All respondentsTop 3 Favorite Skin Care Brands Top 3 Favorite Hair Care Brands #1 Clinique #1 Aveda #2 Neutrogena #2 Suave #3 Aveeno #3 Pantene Top 3 Favorite Cosmetic Brands #1 Clinique #2 Cover Girl #3 Maybelline Q: Skin: N = 833; Hair: N=827; Cosmetics: N = 824 27
  28. 28. Favorite beauty brands: Respondents with income at $100K+Top 3 Favorite Skin Care Brands Top 3 Favorite Hair Care Brands #1 Clinique #1 Aveda #2 Olay #2 Pantene #3 Aveeno #3 Redken Top 3 Favorite Cosmetic Brands #1 Mac #2 Clinique #3 Maybelline Q: Skin: N = 833; Hair: N=827; Cosmetics: N = 824 28

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