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  • 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. 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. 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. TRENDS:BlogHer Behavior vs General Population
  • 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. SHOPPING: How and WhyThey Buy Beauty
  • 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. 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. 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. 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. 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. INFLUENCE: Who Inspires Them to Purchase?
  • 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. 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. 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. 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. 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. 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. CONTENT:Where is BeautyDiscussed in the Blogosphere?
  • 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. 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. 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. 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
  • 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. ADDENDUM: Favorite Beauty Brands 26
  • 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. 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