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TGI Cosmetics Archetypes extract

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  • 1. TGI COSMETICS ARCHETYPES PROFILING
  • 2. COSMETICS ARCHETYPES RELATIVE SIZE SELF- CONSCIOUS SPENDERS 1.3m women SASSY & STYLISH 1.1m women POWERFUL PURCHASERS 430k women FAMILY-FIRST FASHIONISTAS 500k women
  • 3. COSMETICS MARKET MONTHLY SPEND DATA VOLUMETRICS Base: All Women 15+ Source: GB TGI 2012 Q4 £14,516,000 £4,294,000 £10,514,000 £4,893,000 £89,966,000 Self-Conscious Spenders Powerful Purchasers Sassy & Stylish Family-First Fashionistas Others
  • 4. COSMETICS MARKET MONTHLY SPEND DATA AVERAGE Base: All Women 15+ Source: GB TGI 2012 Q4 GROUP SIZE AVERAGE MONTHLY SPEND + / - AVERAGE Self-Conscious Spenders 1.3m £15.30 +90% Powerful Purchasers 500k £14.10 +75% Sassy & Stylish 1.1m £12.90 +60% Family-First Fashionistas 430k £13.20 +64% Others 13m £6.92 -14%
  • 5. SELF-CONSCIOUS SPENDERS 1.3M WOMEN Base: All Women 15+ Source: GB TGI 2012 Q4 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 15-24 25-34 35-44 45-54 55-64 65+ Age Split All Women SCSs Social DNA Map* 66 146 41 125 141 74 142 118 47 High Global Capital Low Global Capital CulturalDominating EconomicDominating * See Social DNA Map Explanation in Appendix TGI Lifestage 1 Fledglings 448 2 Flown the Nesters 280 3 Nest Builders 215 For more information about TGI Lifestage, click here. By Index Working Status High Indexing Attitude Statements “I would consider having cosmetic surgery” (306) “What I want most is to be attractive” (206) “I worry a lot about myself” (191) “I like to stand out in a crowd” (309) “I have a very good sense of style” (198) 31% 21% 22% 26% Full Time Part Time Studying Non-Work High Indexing Toiletries & Cosmetics Purchasing Factors (By Index) Factor Index Vert. % Packaging 347 7% The Manufacturer’s Brand 178 20% Sales Promotion 153 22%
  • 6. POWERFUL PURCHASERS 430,000 WOMEN Base: All Women 15+ Source: GB TGI 2012 Q4 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 15-24 25-34 35-44 45-54 55-64 65+ Age Split All Women S2 Social DNA Map* 12 63 124 57 88 130 121 84 219 High Global Capital Low Global Capital CulturalDominating EconomicDominating * See Social DNA Map Explanation in Appendix TGI Lifestage 1 Mid-Life Independents 295 2 Unconstrained Couples 233 3 Hotel Parents 224 For more information about TGI Lifestage, click here. By Index Working Status High Indexing Attitude Statements “I prefer to wear a different perfume from my friends” (287) “I like to stand out in a crowd” (294) “Beauty / styling products help me feel good about myself” (201) “I look after my health to improve my appearance” (158) 42% 27% 10% 21% Full Time Part Time Homemaker Retired / Non- Working High Indexing Toiletries & Cosmetics Purchasing Factors (By Index) Factor Index Vert. % Test Sample 334 13% Ease of Application 267 16% The Manufacturer’s Brand 175 20% “I like to have control over people and resources” (192)
  • 7. SASSY & STYLISH 1.1M WOMEN Base: All Women 15+ Source: GB TGI 2012 Q4 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 15-24 25-34 35-44 45-54 55-64 65+ Age Split All Women S&Ss Social DNA Map* 99 226 167 145 159 111 High Global Capital Low Global Capital CulturalDominating EconomicDominating * See Social DNA Map Explanation in Appendix TGI Lifestage 1 Unconstrained Couples 213 2 Secondary School Parents 200 3 Primary School Parents 192 For more information about TGI Lifestage, click here. By Index Working Status High Indexing Attitude Statements “I want to get to the very top in my career” (162) “I like others to look at me” (120) “I would like to set-up my own business one day” (177) “I have a very good sense of style” (119) 41% 25% 12% 22% Full Time Part Time Homemaker Retired / Non- Working High Indexing Toiletries & Cosmetics Purchasing Factors (By Index) Factor Index Vert. % Consumer / User Reviews 245 8% Test Sample 205 8% Sales Promotion 173 25% “I really enjoy shopping for clothes” (135)
  • 8. FAMILY-FIRST FASHIONISTAS 500k WOMEN Base: All Women 15+ Source: GB TGI 2012 Q4 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 15-24 25-34 35-44 45-54 55-64 65+ Age Split All Women FFFs Social DNA Map* 111 74 53 87 133 94 160 121 54 High Global Capital Low Global Capital CulturalDominating EconomicDominating * See Social DNA Map Explanation in Appendix TGI Lifestage 1 Playschool Parents 255 2 Nest Builders 178 3 Fledglings 155 For more information about TGI Lifestage, click here. By Index Working Status High Indexing Attitude Statements “I like to keep up with the latest fashions” (380) “I am a perfectionist” (142) “It is important to be attractive to the opposite sex” (178) “My family is more important to me than my career” (126) 29% 32% 22% 17% Full Time Part Time Homemaker Retired / Non- Working High Indexing Toiletries & Cosmetics Purchasing Factors (By Index) Factor Index Vert. % Consumer / User Reviews 278 9% Professional Reviews 206 6% Friends / Family Suggestions 196 13% “Because of my busy lifestyle, I don’t take care of myself as well as I should” (175)