Makeup In Depth Consumer Report 2010


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Makeup In Depth Consumer Report 2010

  1. 1. AUTOMOTIVE BEAUTY COMMERCIAL TECHNOLOGY Makeup In-Depth CONSUMER TECHNOLOGY Consumer Report ENTERTAINMENT FASHION May 2010 FOOD & BEVERAGE FOODSERVICE HOME OFFICE SUPPLIES SOFTWARE SPORTS TOYS WIRELESS Copyright 2010. The NPD Group, Inc. All Rights Reserved. This presentation is Proprietary and Confidential and 1 may not be disclosed in any manner, in whole or in part, to any third party without the express written consent of NPD.
  2. 2. Table Of Contents About The Study 5 Introduction: Market Overview 8 Executive Summary: Implications 10 Key Findings 15 Beauty Overview 29 – Beauty Category Usage Incidence – Cross-Category Usage Makeup Usage Dynamics 33 – Makeup Users By Demographics – Demographic Distribution Of Makeup Users – Reasons Wear Makeup – # Of Makeup Products Used In A Typical Day – Types Of Makeup Products Used – Makeup Cross-Product Usage – Frequency Use Each Makeup Product 2 Proprietary and Confidential
  3. 3. Table Of Contents Makeup With Benefits 57 – Types Of Makeup Products Using That Are Natural/Mineral-Based – Types Of Makeup Primers Using – Types Of Skincare Benefits Makeup Products Used Contained – Foundation Coverage Usually Wear – Foundation Formula Usually Wear – Foundation Benefits Considered Important – Mascara Benefits Considered Important – Lip Shade Worn Most Often – Lipstick, Lip Gloss – Lip Benefits Considered Important – Lipstick, Lip Gloss Makeup Shopping Behavior and Preferences 77 – Attitudes About Makeup – Makeup Shopping Preferences – Frequency Make A Replenishment Purchase – Planned Versus Impulse Purchasing – Price Most Willing To Pay For Each Makeup Product Channels/Retailers Purchased Makeup Products From In The Past Year 106 3 Proprietary and Confidential
  4. 4. Table Of Contents Makeup Brand Awareness and Usage 130 – Makeup Brand Awareness – Makeup Brand Past Year Usage – Makeup Brand Conversion (Past Year Usage Among Those Aware) – Makeup Brand Used Most Often – Makeup Brands Currently Using For Each Makeup Product Makeup Brand Perceptions 148 – “Hot” Vs. “Not Hot” Makeup Brands – Unaided Mentions – Attributes – Top 10 Makeup Brand Rankings Appendix (Separate Deliverable) – Makeup Brand Perceptions – Attribute Summary Tables 3 – Makeup Brands At A Glance 55 – Additional Charts 128 Frequency Use Each Makeup Product By Age And Race/Ethnicity 129 Frequency Make A Replenishment Purchase By Age And Race/Ethnicity 133 Planned Versus Impulse Purchasing By Age And Race/Ethnicity 137 4 Proprietary and Confidential
  5. 5. About The Study This Makeup In-Depth Consumer Report is an update to the report released in April, 2008. The age group for the study done in 2010 was expanded from women 18-64 to be inclusive of women 65 or older. Therefore, a nationally representative sample from NPD’s Online Panel was used to target women aged 18 or older. This report aims to uncover opportunities and threats by monitoring shopping and usage habits, as well as purchase drivers. Total channel view is provided with the ability to focus specifically on prestige, mass or specialty. The report measures female beauty consumers’ brand awareness and usage of makeup products to uncover patterns in consumer behavior. It identifies core consumers of your brand and your competition’s brand. The report aims to identify strengths and weaknesses by benchmarking brand image ratings vis-à-vis competition. Consumer perspective on makeup by product category and sub-category is explored to help companies better understand how and why women use their products. 5 Proprietary and Confidential
  6. 6. Methodology The Makeup In-Depth Consumer study utilized NPD’s Online Panel and fielded March 10 - 31, 2010. A nationally representative sample of females 18+ was targeted. Panelists were asked about makeup. Total returns were weighted to reflect census targets for demographics. See Appendix for specific weighting information (page 56). Ending sample sizes are as follows -- Used/Selected Total For Used In-Depth Survey Total Contacts Foundation 8,749 4,982 N=22,408 Powder 7,270 3,849 Blush 8,455 4,846 Face Total Makeup Users Concealer 5,242 2,927 Answering Overall Bronzer 2,125 1,190 Tinted Moisturizer* 1,609 Not Asked Category Questions N=14,125 Mascara 10,467 5,848 Eye Eye Shadow 9,225 5,140 Eye Liner 8,315 3,871 Makeup Users Answering Full Survey (Overall and Lipstick 8,648 4,945 In-Depth Questions) Lip Lip Gloss 6,865 3,833 N=7,975 Lip Liner 2,929 930 * Tinted Moisturizer is a hybrid product that can be considered a skincare and/or makeup product. Only topline information was collected for tinted moisturizer 6 usage among makeup users who used this product as makeup. Proprietary and Confidential
  7. 7. Makeup Brands The following list of makeup brands was used for this study on an aided basis: Almay Giorgio Armani Cosmetics Physician's Formula American Beauty (at Kohl's) Hard Candy Prescriptives Avon Lancôme Prestige Cosmetics Bare Escentuals/I.D. bare Minerals Laura Mercier Revlon Benefit Cosmetics L'Oreal Rimmel Bobbi Brown L'Oreal HIP Sally Hansen Boots Lumene (CVS) Sephora (Brand) Chanel M.A.C. Shiseido Clarins Make Up For Ever Smackers Clinique Mary Kay Smashbox Cover Girl Maybelline Sonia Kashuk (at Target) Dior Merle Norman Stila Cosmetics e.l.f. (eyes lips face) Milani Too Faced Elizabeth Arden Nars Trish McEvoy Estée Lauder Neutrogena Urban Decay Fashion Fair NYC New York Color Wet N Wild Flirt! (at Kohl's) Origins Yves Saint Laurent 7 Proprietary and Confidential
  8. 8. About NPD ABOUT NPD BEAUTY NPD Beauty is a division of The NPD Group, the authority and leading provider of sales and marketing information for the beauty industry. NPD Beauty introduced the first retail point-of-sale tracking service for beauty in the U.S. department stores in 1996. Since then, the Beauty division has developed a line of products and services to address the needs of the growing fragrance, color cosmetics and skincare industries. This includes shade-level detail in makeup, weekly data in fragrances, scent and concept testing and ad-hoc and in-depth consumer reports on issues that impact the clients’ bottom line. ABOUT THE NPD GROUP, INC. The NPD Group, Inc. (NPD) is a global market information company that measures product movement and consumer behavior across a broad range of industries - apparel, automotive products, consumer electronics, cosmetics and fragrances, food, foodservice, footwear, housewares, information technology, interactive entertainment, toys and music. NPD's clients, many in the Fortune 500, use this insight to uncover market opportunities, strengthen channel relationships and benchmark industry performance. Since 1967, NPD has introduced numerous industry firsts, most recently combining and calibrating information from consumer panels and point-of-sale tracking via its flagship services, the NPD Worlds. The firm has offices and affiliations in 60 countries. For more information on The NPD Group, visit 8 Proprietary and Confidential