This market research study surveyed 500 respondents about their makeup usage and preferences. Key findings include: - Most respondents were between 18-24 years old (74%) and wear makeup sometimes (45%) or always (46%) - Respondents typically began wearing makeup between ages 10-15 and learned primarily from family/friends or online resources - Over half have a role model in the beauty industry they admire for their confidence, talent, or style - Respondents enjoy putting on makeup and see it as a way to express themselves or feel confident - Popular makeup product categories used include face products, eye makeup, lip products - Respondents want a natural look from their makeup and consider skin care and

1. Case Study -
Market Segmentation
Total Respondents: 500
Results Collected from 12.17.10 – 12.21.10
Research study conducted by:

2. How old are you?
100% 74%
90%
80%
70%
60%
50% 26%
40%
30%
20%
10%
0%
18-24 25-30

3. Do you wear makeup?
100%
90%
80%
70%
46% 45%
60%
50%
40%
30% 9%
20%
10%
0%
Always Sometimes Rarely

4. What age did you begin wearing makeup?
50%
45%
40%
35%
30%
25%
20% 18%
15% 15%
15% 13%
10%
10% 6% 6%
4% 5%
5% 1% 1% 0% 1% 1% 2% 1%
0%
5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

5. How did you learn to put makeup on?
(Please select all that apply)
100%
80% 68%
60% 51%
40%
22%
17%
20% 7% 9%
0%
Resource Resource Resource Resource Resource
Other
1 2 3 4 5

6. Do you have a role model in the fashion and beauty
industry?
100%
90%
80%
70% 55%
60%
50%
40% 25% 20%
30%
20%
10%
0%
Option 1 Option 2 Option 3

7. What characteristics are important to you when
choosing a “role model?” (Please select all that apply)
100%
80% 72%
53%
60% 45%
40% 33%
13%
20%
0%
Characteristic 1 Characteristic 2 Characteristic 3 Characteristic 4 Characteristic 5

8. Do you enjoy putting on makeup?
100%
90%
80% 62%
70%
60%
50% 33%
40%
30%
6%
20%
10%
0%
Option 1 Option 2 Option 3

9. Do you consider putting makeup on a...
(Please select all that apply)
100%
80%
63%
60% 46%
34%
40%
14%
20% 7% 3%
0%
Description Description Description Description None of the
Other
1 2 3 4 Above

10. What makeup products do you typically use?
(Please select all that apply)
100%
75% 75%
80% 69%
57% 65%
60% 51%
40%
18% 20%
20%
3%
0%
Makeup Makeup Makeup Makeup Makeup Makeup Makeup Makeup
Other
Type 1 Type 2 Type 3 Type 4 Type 5 Type 6 Type 7 Type 8

11. Do you want to look natural with your makeup?
100%
90%
80% 66%
70%
60%
50%
29%
40%
30%
5%
20%
10%
0%
Option 1 Option 2 Option 3

12. Natural beauty means...
(Please select all that apply)
100%
80%
49%
60% 42%
33% 39%
40%
22%
17%
20%
0%
Definition Definition Definition Definition Definition Definition
1 2 3 4 5 6

13. Do you feel that taking good care of your skin or
wearing makeup is more important for your beauty?
100%
80%
49%
60% 38%
40%
8%
20% 5%
0%
Option 1 Option 2 Equal Doesn't Matter

14. Where do you find your information about makeup?
(Please select all that apply)
100%
80% 64% 64%
60% 46% 44% 44%
40%
22%
20%
3%
0%
Resource Resource Resource Resource Resource Resource
Other
1 2 3 4 5 6

15. What do you consider when buying makeup?
(Please select all that apply)
100%
80% 68% 65%
60% 51%
38% 43%
34%
40% 27%
20% 11%
2%
0%
Option Option Option Option Option Option Option Option
Other
1 2 3 4 5 6 7 8

16. What makeup brand do you typically wear?
(Please select all that apply)
100%
90%
80%
70% 57%
60% 55%
47%
50% 38%
40% 28%
30% 22% 24% 25%
16% 16% 17%
20% 10%
6% 6% 6% 7% 9%
10%
0%
Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Other
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

17. Which of the following impacts your decision when deciding what brand of
makeup to use?
(Please select all that apply)
100%
77%
80%
60%
30% 32% 30%
40%
16%
20%
3%
0%
Option 1 Option 2 Option 3 Option 4 Option 5 Other

18. Do you enjoy buying make-up?
83%
100%
80%
60%
17%
40%
20%
0%
Option 1 Option 2

19. How often do you purchase makeup?
100%
80%
60% 42% 35%
40%
14%
20% 6% 3%
0%
Time 1 Time 2 Time 3 Time 4 Time 5

20. Where do you purchase your makeup?
(Please select all the apply)
100%
80% 66%
60% 45%
28% 30%
40% 24%
20% 5%
0%
Location 1 Location 2 Location 3 Location 4 Location 5 Other

21. How would you describe your typical makeup purchasing experience?
(Please select all that apply)
100%
90%
80%
70%
60% 49% 49%
44%
50% 41%
40%
30%
17%
20%
4% 7% 4% 6%
10%
0%
Description Description Description Description Description Description Description Description None of
1 2 3 4 5 6 7 8 the above

22. How would you describe your typical makeup
purchasing experience?
100%
80%
60% 47%
28%
40%
18%
20% 3% 5%
0%
Description 1 Description 2 Description 3 Description 4 Description 5

23. How do you feel about the makeup that is available to
you?
85%
100%
80%
60%
40%
10%
5%
20%
0%
Option 1 Option 2 Option 3

24. How do you feel about the prices you pay for makeup?
100%
62%
80%
38%
60%
40%
20%
0%
Option 1 Option 2

25. Do you feel there are enough makeup product choices
for your age?
100% 78%
80%
60%
40%
11% 11%
20%
0%
Option 1 Option 2 Option 3

26. How important is the product packaging?
100%
90%
80%
70% 46%
60%
50%
40% 17% 24%
30% 13%
20%
10%
0%
Importance Importance Importance Importance
Scale 1 Scale 2 Scale 3 Scale 4

27. How important is it that the product packaging
is eco-friendly?
100%
90%
80%
70%
60% 42%
50% 25%
40% 18%
30% 14%
20%
10%
0%
Importance Importance Importance Importance
Scale 1 Scale 2 Scale 3 Scale 4

28. How important is the quality of product ingredients?
100%
90%
80%
70% 53%
60%
35%
50%
40%
30% 7%
20% 5%
10%
0%
Importance Importance Importance Importance
Scale 1 Scale 2 Scale 3 Scale 4

29. What magazines do you read?
(Please select all that apply)
100%
90%
80%
70%
60% 40% 41%
50% 38%
40% 29% 28%
26%
30% 21%
20% 9%
6%
10%
0%
Magazine Magazine Magazine Magazine Magazine Magazine Magazine None of Other
1 2 3 4 5 6 7 the Above

30. Do you know the following fashion models?
(Please select all that apply)
100% 82%
80% 64%
57%
60%
35%
40% 18%
20%
20%
0%
Model 1 Model 2 Model 3 Model 4 Model 5 Model 6

31. Are you interested in makeup looks from past
eras?
100%
80%
51%
60%
28%
40% 21%
20%
0%
Option 1 Option 2 Option 3

32. Whose makeup look do you most closely identify with?
100%
90%
80%
70%
60%
50%
40%
30% 16% 16%
20% 5% 8% 9% 9% 9%
7% 7% 6% 5% 3%
10% 1%
0%

33. Which of the following best describes your
ethnic background or descent?
100%
90%
80% 59%
70%
60%
50%
40%
30% 18%
20% 5% 9% 6%
10% 3%
0%
White or Black or Hispanic or Asian or Prefer not to Other
Caucasian African Latino Pacific answer
American Islander

34. ABOUT THIS SURVEY
This survey was conducted online via social networks
12/17 – 12/21/2010 among 500 individuals.
This online survey is not based on a probability sample and
therefore no estimate of theoretical sampling error can be
calculated.
For more in depth survey methodology, please contact Lab42 at
info@lab42.com