FMP Survey Finds Mascara Most Used Makeup

Audience Research - Survey
For the first question for the survey I conducted, I simply asked the people who partook
in my survey what age they were. This allows me to analyse their individual answers to
the later questions and determine which age group I am going to be targeting my own
brand for. The most common group of people which partook in this survey were of ages
18-24 and therefore the results from this age group is distributed throughout the survey
the most out of any other age group.
Statistics from the survey:
Aged 18-25 – 37.5%
Aged under 18 – 22.5%
Aged 37-44 – 22.5%
Aged 45-50 – 10%
Aged over 50 – 7.5%
https://forms.gle/GhpPtFK47bJxcycb8

For the next question, I asked “How often do you wear makeup?”. I decided that this
would be an important question as it leads me to wonder what the size of the packaging
of the makeup products should be. This is because in the past I have heard complaints
from people who wear makeup that it is often the case that there is not enough of a
product to last a long time. Customers want a product that is durable and long-lasting.
The survey results show that the majority of people wear makeup either every day or at
least 4-5 times a week. Therefore, I have taken this into account and will ensure that my
products are marketed so that people are aware that my products will be durable and
reliable.
Wear makeup everyday – 32.5%
Wear makeup 5-5 times a week – 30%
Only wear makeup for a special occasion – 20%
Wear makeup 2-3 times a week – 17.5%

In order to decide which ‘style’ of makeup would sell the best, I have asked the people
who partook in the survey whether they prefer to wear light and simple makeup or heavy
makeup. The rise in trend of the ‘clean girl aesthetic’ has led to major makeup brands
such as Glossier and Rare Beauty, which specialise in selling light-coverage, glowy makeup,
to grasp a large attraction from young and influential audiences on social media apps such
as TikTok. I believe that this is the reason why people are now leaning more towards light-
coverage makeup and steer away from full-coverage and begin to embrace their natural skin
tones. The survey shows that a large variety of the people who answered this question
answered that they are more likely to purchase ‘everyday, simple makeup’. Therefore I will
ensure that my makeup brand will express that the aesthetic of the brand is light, feminine
and glowy in order to attract a larger audience.
More likely to purchase everyday, simple makeup (light) – 90%
More likely to purchase party/ going out makeup (heavy) – 12.5%?

The next question asked “Which of the following makeup product do you use the
most?”. Which listed blush, eyeliner, foundation, lip gloss, lip liner/ lip stick, eye shadow,
face powder, mascara, concealer, and eyebrow powder, pomade, gel or pencil. The most
common answer, boasting 37.5% of the results, was mascara. I asked this question as I felt
like I needed to have an understanding of which product sells the most in the industry
and is in the highest demand so that I could possibly ensure that my brand specialises in
the production of said product in order to attract customers.
Use mascara the most – 37.5%
Use concealer the most – 22.5%
Use foundation the most – 12.5%
Use eyebrow products the most – 10%
Use lip liner/ lipstick the most – 7.3%
Use lip gloss the most – 4.9%
Use eyeliner the most – 4.9%

Following up from the previous question, I asked “If you could only use one of the makeup
products above, which would you choose?”. I asked this so that I could confirm whether the
people felt like their answer was a necessity for them or whether they just manage to get to
the end of that product the quickest. These answers varied a bit more than the previous
question but it appeared that mascara was the most common answer again.
Would use only mascara – 39.1%
Would use only concealer – 21%
Would use only foundation – 10.6%
Would use only lip liner/ lipstick – 10.5%
Would use only bronzer – 5.3%
Would use only eyebrow products – 5.2%
Would use only eyeliner – 5.3%
Would use only lip gloss – 2.6%

The next question was key to understanding the best way I could raise awareness to my product
and attract the most customers through advertisements. Therefore, I asked “How do you most
often find yourself influenced to buy a makeup product?”. The results showed that TikTok posts are
how people find themselves most influenced to purchase a makeup product, whether that be by
adverts or influencers. A lot of brands now use social media influencers in order to gain attraction
to latest releases. Many influencers can have up to hundreds of thousands, to even millions of
followers on social media. Therefore, reaching out to these influencers on apps such as TikTok as a
business results in the product being advertised for thousands of people to see, increasing the
chance of sales – often at an expensive cost.
Find TikTok posts/ads most influential – 42.5%
Find referrals from friends/family most influential – 25%
Find Instagram posts/ads most influential – 10%
Find Facebook posts/ads most influential – 5%
Find internet pop-ups/ads most influential – 2.5%
Find YouTube ads most influential – 2.5%
Individual answers:
“Affordability”
“I buy when I need it”
“Impulse buy when shopping”
“I sell Tropic so only use their makeup”
“Colleagues”

The following questions asks which factors are important when choosing makeup products. I asked
this as I was intrigued as to what kind of labelling would attract a larger audience. Many makeup
products now label that they are vegan and/or cruelty free on their packaging since the raise in
awareness of the ‘Peta’ cooperation (People for the Ethical Treatment of Animals). Therefore, I
wanted to know if this label made a significant difference to product sales. In addition to this, there
are many other attributes to a successful brand such as product availability and affordable price,
and so I felt it was crucial to know if these attributes stood out to audiences and led to more sales as
a whole.
Availability is an important factor – 27.5%
“All of the above” are important factors – 22.5%
Natural ingredients are an important factor – 15%
Cruelty-free is an important factor – 15%
Vegan is an important factor – 0%
Individual answers:
“Cheap” – 2.5%
“Good value for money” - 2.5%
“Good” - 2.5%
“Good quality” - 2.5%
“Price” - 2.5%
“Light feeling and non greasy” - 2.5%
“Sensitivity” - 2.5%
“Cost and value for money” - 2.5%

I went on to ask the participants in the survey which their favourite makeup brand was and why?
This is so I could see if there were any common themes in the aesthetics of certain brands which
stood out and which brand was most commonly mentioned so that I could potentially research their
marketing techniques and magpie some design qualities to my own products. Benefit (Cosmetics)
was the most common answer with 5 responses out of 37 stating that “Benefit” was their
favourite makeup brand. Therefore, I will research the marketing strategies which this brand has led
with throughout the 47 years of being in business.
Survey responses:
“NYX - affordable but good”
“Giorgio Armani - the glow foundation is beaut”
“Huda Beauty”
“benefit, good quality products”
“benefit because it works well for me”
“Glossier - love the aesthetic of the brand and the light
makeup image that they have”
“no7 bc I'm too lazy to adventure out of what I've got
(which is no7)”
“Dior”
“collection, cheap”
“Fenty beauty, good quality”
“benefit because they do good mascara”
“ted baker, good mascara and bronze and blush”
“tarte”
“Maybelline cause of they’re lash sensational mascara”
“Benefit for the eyebrow products”
“Maybelline because they have my favourite mascara”
“NYX as most of their products last me a long time and are
good quality”
“Benefit. They are reliable time and time again and fun
“Charlotte Tilbury”
“Ester Lauder . Lovely lipstick. Very hydrating”
“L'Oréal”
“Charlotte Tilbury”
“elf nice and cheap!”
“I am not loyal, I go for whatever product appeals at the time”
“Various brands”
“Tropic as they are all of the above and they give so much back
to communities they source ingredients from and more”
“bare minerals - great for every day not too harsh on the skin.”
“Maybelline”
“ColorPop”
“Essence”
“None, I use whatever appeals to me”
“Rimmel and Maybelline - best quality cheap makeup”
“Clarins and Boots”
“Still searching for a favourite”
“Tropic, all natural. No allergic reactions”
“Mac, it’s long lasting”

Out of curiosity, I went on to ask “What do you think is the most important aspect to a makeup
product?”, price, quality, packaging, well-received, or all of the above. I personally believe that all of
these factors are important however I wanted to know what stood out the most for others and
therefore which statement I should use to advertise my products.
Think quality is the most important aspect to a makeup product - 60%
Think all of the above are important aspects to a makeup product – 37.5%
Think being well-received is an important aspect to a makeup product – 2.5%

The following question asks “Are you more likely to purchase a product if it has pretty/aesthetic
packaging?”. This is because I plan to put a lot of thought into the designs of my products and I
want to feel assured that my hard work will pay off and if packaging is something that people take
notice of. Brands like Glossier, Rare Beauty and Rhode Skin which have extremely grown in
popularity over the past 2 years, all have minimalistic and visually pleasing aesthetics to their
packaging. The results show that most people are more likely to purchase a product with
pretty/aesthetic packaging. I can assume this is because if all products have a similar visual
aesthetics, it makes us feel more organised and “clean” – referencing the “clean girl aesthetic”
trend made popular by TikTok, which consists of using products like Rare Beauty and Glossier.
More likely to purchase a product if it has pretty/aesthetic packaging (yes) – 65&
Don’t care/ less likely to purchase a product if it has pretty/aesthetic packaging (no) – 35%

For the final question, I asked “What do you wish there was more of in the makeup industry? E.g.
more diverse range of skin tone in foundation, skin tints etc. or product which cater to different skin
types to prevent breakouts.”. I asked this because I would like my products to be inclusive to all,
catering to the needs of all skin types as there is still quite a lack in the makeup industry in
departments such as inclusivity. Not only this, but I am intrigued to know what type of products
people look for but struggle to find. My products will be new and innovative in a way that is fits the
agenda of the ‘perfect’ makeup brand, catering to the needs of all.
Survey responses:
“Cheaper things”
“products suited to different skin types”
“Diverse skin tone”
“diverse range of skin tone”
“More diversity, having models with realistic
skin types on the ads”
“more shades of mascara (different tones of
browns)”
“longer lasting”
“products that cater to different skin types”
“diverse shades of products”
“more diverse range of skin tones in concealers
and bronzers, also multiple undertone choices”
“better highlight colour”
“A good waterproof liner”
“Products with more natural ingredients”
“More makeup that would help keep the skin
healthy”
“Prevent breakouts. Kind to skin makeup”
“More lighter colours”
“Tinted moisturiser”
“makeup products for oily skin”
“Affordable medical grade skin care”
“Makeup for oily skin”
“Products with no hidden nasties”
“advice.”
“Nothing”
“Better sharpeners for the eyeliner pencils”
“Colour changing foundation to blend in with
your natural skin tones”
“Makeup that doesn't make your skin look like it's
caked in makeup when applied”
“All in one compact system for easy travel or a
less crowded makeup bag”
“Definitely products that help to prevent
breakouts”

Audience Research – Survey Conclusion
In conclusion, there were a few results which surprised me (such as most people buy most
of their products in-store as I tend to buy most of mine online), and others which I
expected. I believe that researching my audience via a survey is extremely efficient when
creating a product and it allows me to reach out to my audience on a personal level. As a
result, I will incorporate their ideas and opinions into my own designs so that I can design
a product that has the best chance of success. I also like the idea that a portion of my
audience will feel like they have a say in the changes made to the makeup industry
because, as stated on the previous slide, I want my products to fit the needs of all people
and my survey resulted in me thinking of conventions I can add to my products which I
perhaps had not thought of before. The survey had 40 responses which I feel is a fairly
generous amount and has significantly helped me to get more accurate statistics as a
result. I am looking forward to applying the knowledge I obtained, because of this survey,
to my planning and production work such as the participant’s opinions on ways to make
makeup products/brands better.

Secondary Audience Research
I believe that it is important that I research the audience/marketing statistics of the beauty industry as a whole as
I can grasp a greater idea of which specific audience my brand should be targeted to as I can analyse marketing
results of greater companies.
Millennial Women Key to Growth in Cosmetics Industry | TABS Analytics - Analytics Blog from 2016
• Cosmetics Study found that millennial women (ages 18 to 34) are the heaviest buyers of beauty products.
Millennials are twice as likely to be heavy buyers (purchasing 10+ types of products a year) and account for 47
percent of all heavy buyers.
• The TABS study also found that higher income correlated to a likelihood of being a heavy cosmetics buyer. Of
the 13 percent of the population with incomes of $125,000 or more per year, 39 percent of that group are
heavy buyers.
• Trends in social media usage help explain why consumers are buying cosmetics, particularly among millennial
heavy users. Beauty blogs and YouTube are proving to be significant consumer communication vehicles for
heavy cosmetic buyers. Twenty-nine percent of heavy buyers report that blogs are very important in helping
to determine which cosmetics to buy.

The analytics from the previous page were very intriguing however were quite dated. I am going to research a
more recent statistic thread as I can then obtain knowledge on newer makeup trends and its audience and then
compare. This way I can analyse the changed in makeup marketing and I am sure that the ever-growing social
media platforms have made an impact on the ways in which makeup is advertised to its audiences.
2022 Beauty Industry Trends & Cosmetics Marketing: Statistics and Strategies for Your Ecommerce Growth
(Statistics on the following page)
• Every piece of Fenty’s business strategy is derived from a singular mission, “Beauty for all.” With a lack of
diversity in the cosmetic industry, both in representation and product offerings, Fenty was proactive in
creating for customers’ needs, not reactive.
• Social Media Advertising - Glossier named it the main reason for its success. Rihanna exclusively launched her
brand on it. Social media marketing across Instagram, Facebook, and Twitter is the honey pot for modern
beauty brands.
• What used to be walking through malls with associates applying makeup samples for free, is now replaced by
bloggers doing live social media tutorials that demonstrate the results and what they like about it.
• The leading content category among women and a fanbase of millions – beauty has taken YouTube by storm.
From skincare tutorials to shopping “hauls,” the platform is ripe for both entertaining and convincing new
buyers.

In order to grasp a better idea of the target audience of my brand and
products I have decided to look into the sales and demographics of a
makeup brand which has inspired the brand which I plan to produce a lot
– Glossier.
The graphs show that Glossier’s website acquired over 2.7 million
visitors in 2022 viewing 3.96 pages per visit. The general gender
distribution of the website consists of 76.53% female visitors and 23.47%
male visitors. With such a high amount of female visitors, it is clear that
the target audience for this brand is predominantly female. More
specifically, young females. The most prominent age group which visits
the Glossier website are aged 18-24. As glossier is a fairly new makeup
brand and has grown in popularity through the use of social media and
blogging, it does not come as a shock that the most common age group
of customers is that of ages 18-24 (Generation Z).
I was intrigued by the audience of Glossier’s interests. The website states
that the ‘Top Categories’ in which Glossier browsers seek interest in is
Fashion and Apparel, Beauty and Cosmetics, News and Media Publishers,
Computers Electronics and Technology and lastly Education. The ‘Top
Topics’, on the other hand, are Shopping, Fashion, Clothing, News and
Beauty, These all make sense as they tie directly into the conventions of
the beauty industry, which Glossier is a part of.

Market Research – Glossier
Why I am researching this and what I hope to get out of it…
I aim to research this product with the hopes that I can take inspiration from their marketing strategies such
as product releases, social media platforms, and relationship with customers. Of course brands like Glossier
have a large teams which works on separate sectors of the brand, such as social media managers, web
designers, graphic designers, and I will be taking on the role of all of those positions. However, I believe that
looking at the characteristics of the brand that each role has led with will allow me to determine how I wish
for my brand to be presented to my audience. In addition to this, I have always appreciated the aesthetics of
Glossier and their product value so therefore I believe that Glossier is the brand that influences me the most
and will act as the main inspiration for my products. As the brand is constantly rising in popularity due to
social media platforms such as TikTok and Instagram, I will also be diving into their social media posts as I
believe that, similarly to personal social media pages, social media is how the brand wishes to be presented
to their audience.
I hope to gain more knowledge on:
• The founder of the brand’s mantra and goals for the brand
• The graphic design team’s vision for the products and reasoning for the designs
• How the brand became so successful
• Data and analytics of sales and revenue

Glossier’s journey to success:
The CEO of Glossier started out as an editorial assistant at Vogue and as a
passion project, she had a style blog called ‘Into The Gloss’. In her quest to
learn more about what women really wanted from their beauty products, Weiss
began to speculate about what an ’Into The Gloss’ product line might look
like. Weiss partnered with a chemist in California to begin developing the first of
Glossier’s products. The very first product Glossier developed was a moisturizer
that wouldn’t aggravate acne. After this, Weiss and her team began working on
what would become the company’s first four products. In 2014, Glossier
launched its first set of products: a four-piece collection of skin lotions and balms
priced at $80. Individually, the four products cost between $12 and $26. The more
expensive a beauty product is, the greater the perceived quality. However, this
approach did not align with Glossier’s mission. Weiss wanted everything about
Glossier to be attainable and relatable. In 2016, Glossier opened its first retail
space, a showroom on the sixth floor of the company’s Manhattan
headquarters. Weiss and her team intentionally created the company’s flagship
store as ”a welcoming space where women could hang out and learn more
about beauty in a general way”. By 2017, The company announced plans to
expand to retail/overseas operations. Markets targeted initially include Canada,
the United Kingdom, and France. They then went on to introduce international
shipping for the first time, offering delivery to customers in Canada and the U.K.

Social media marketing:
Before she founded Glossier in 2015, Emily Weiss was a beauty influencer herself.
In 2010, she started Into the Gloss, a beauty blog that climbed to six million page
views per month within its first six months. Having experience in the social media
world allowed Weiss to have directive creative freedom of the Glossier Instagram
account. The Instagram page for the brand does not feature high fashion models
with polished photography but rather casual phone-shot images that does not
appear dissimilar to what you may expect from the average young woman’s
Instagram account. Ex-Glossier president and CFO Henry Davis said, “The
Glossier customer is a psychographic, someone who understands the role beauty
plays in their life. The main thing Glossier stands for is the power of the individual
to choose their own style.”. Glossier has let go of the standard beauty industry
obsession with the aesthetically driven feed. While their Instagram account is
chock-full of gorgeous product shots and thoughtful colour palettes, they
understand that customers want to see real people using their products above all
else. It’s one thing to feature your customers on your Instagram account, but
it’s another to engage with them at a high level. Glossier is always asking their
followers what they want to see on their accounts. Ex-Glossier president and CFO
Henry Davis says, “If we can engage customers further up the [sales] funnel and
earlier in product development and brand strategy, we will be in a position to
create what people actually want.”

Glossier’s Aesthetic:
The minimal fonts and designs on the packaging of Glossier products are key to
fulfilling the ‘girly’ and ‘clean’ aesthetic which they aim for. If you search
‘Glossier’ online you are met with many images which incorporate a shade of
pink somehow. Many of Glossier’s products are contained with pink packaging
and include minimal designs. The brand has decided to steer away from complex
shapes/designs of the packaging which can often distract buyers from what the
actual product contains in order to spread the idea that they care more about the
quality of their products rather than how it is presented. I like this approach as it
allows the brand to appear more gender neutral and is less distracting which also
allows for the audience’s collections of products to seem more put-together
and minimal, which steers back to the ‘clean’ aesthetic which is currently
trending in the makeup industry. The Glossier brand was founded in New York, a
city that is notorious at the moment for containing many trendy and
‘aesthetic’ businesses. As the brand moved to Los Angeles, it became more
apparent that the brand has made an effort for the concept that it an be summer
all year round, due to the social media posts and images displayed on the
website which often feature blue skies and natural, sunny lighting. Although the
visuals of the products and brand appear as fairly feminine, due to the pinking
tones and female hand models etc., Glossier has made efforts to include male
and non-binary models, as well as female, to advertise their products.
Ensuring that my brand maintains a consistent, minimal aesthetic is key in terms
of designing the products and website so that I will reach a similar audience as

Product Reviews:
An element of the Glossier website which I find extremely useful as a
customer is how easily accessible the customer reviews are. They are
simply a scroll down away from when you click on a product. This
creates a communal space for all customers to rave about the
selected product or perhaps, the opposite. Either way, this is an
incredibly useful attribute which I plan on including in my own work.
I have taken a look at a few articles made by large journalism
websites, the one which stuck out to me was an article by
‘refinery29.com’. This is because it explores almost all of
Glossier’s products and the conventions which make them so
beneficial to being added to a daily makeup routine. The article
mentions the aesthetics of the brand’s product designs and the
way in which “Glossier isn’t just a brand – it’s a lifestyle” Every
detail down to the formulas used in each product are mentioned in
this article. Whether you may be an avid reader of the articles on
lifestyle blogs like these, or perhaps seeking more advice/information
of a product you have sparked an interested in, these articles open
many doors for customers and assist hugely to the success of
makeup brands.
I will ensure that I include fabricated reviews to my website, as my
website is only for a brand concept it does not matter if a few of
them are not authentic. However, I intend on including some real
opinions of my brand from my peers into the reviews also.

Website image/poster:
The Glossier website frequently updates its home feed with a selection of artistically photographed images used
to advertise a new product release. The current image is of clean skin, to advertise a simple bar of soap. The
lighting of the image was adjusted very delicately in order to highlight natural ‘imperfections’ of the human
body whilst selling the product’s purpose. The close up photography allows for us to see close up details of the
skin and the effects of the product. The image to the left, of the bar of soap, maintains that ‘clean’ aesthetic I
mentioned earlier. Obviously the bar of soap’s purpose is to clean so incorporating splashes of water and bright
lighting allows for the image to stand out whilst presenting the qualities of the product.
The typography alongside the images retains a very simple, minimalistic appearance due to the lack of
complexity. I appreciate the fact that Glossier has included a direct link to the main product being presented at
the top of the home page. To some, the typography which Glossier tends to use throughout the entire website,
may appear as lazy due to the simplicity. However, I believe that this quality perfectly aligns with the aesthetic of
the products and the brand’s image as a whole.

Market Research – Rare Beauty
Rare Beauty’s journey to success:
Founded by pop singer and actress Selena Gomez in 2020, Rare Beauty has
managed to reach over $60 million in revenue in 2021 alone. Celebrity makeup
brands seem to be a common trend in society today, however Rare Beauty by
Selena Gomez seems to have taken the beauty industry by a storm. Selena took a
big risk releasing the brand during the pandemic however it definitely seemed to
pay off. Sales at makeup stores such as Sephora and SpaceNK have been huge.
Likewise, the brand has built a considerable following of 3.1 million on Instagram.
“My main purpose when I started Rare Beauty was to break down the unrealistic
standards of beauty we see in society today. There’s so much pressure on us to
be “perfect”— I decided to create Rare Beauty to challenge the conversations
around beauty. Even though launching during the pandemic had its share of
challenges, the conversation around this pressure is always important.”. This
approach sparked an interest in customers. Many customers have been raving
about finding foundation shades that finally are a perfect match for their skin
tone. The friendly pricing of the products has also been a hit with shoppers. Rare
Beauty is a rather ’rare’ brand in terms of affordability — nothing in the whole
range is over $50. Another reason Rare Beauty has been a success is its charitable
nature. On launching Rare Beauty, Gomez also started the Rare Impact Fund,
which plans to raise $100 million for mental health services over the next 10 years.
1% of all sales, the brand states, will go towards mental health. Rare Beauty's Soft
Pinch Liquid Blush won "Best Fake Flush" at the Harper's BAZAAR Skincare
Awards 2022.

Social media marketing:
As a celebrity-owned brand, Selena Gomez (founder of Rare Beauty) follows the
example of Rihanna’s Fenty Beauty presence, acting as a prominent mouthpiece
and lead ambassador for the company. The face of social media (as the first
person to reach 100m followers on Instagram), Gomez creates an abundance of
content promoting her products, from video makeup tutorials, to ‘get ready
with me’ vlogs to product drop shoots. As a person who has spent a large
majority of her life in the spotlight, Selena Gomez has spoken out on how social
media can be a dark place filled with trolls and posts promoting body
dysmorphia. The Rare Beauty Instagram page has pinned a post to the top of
their Instagram page (meaning it is the first post people see when they click on
the page), raising awareness to the ‘rare impact fund’. The Rare Impact Fund
was set up to fund many mental health projects/charities such as ‘Mindful Life
Project’ and ‘Trans Lifeline’. The post’s caption reads, “Together we will
work to reduce the stigma associated with mental illness and provide young
people with access to the resources they need to support their mental health.
Swipe to learn about our new organizations. #RareImpact”. As a cosmetics
company, I believe it is extremely beneficial for the brand’s image to promote
such important topics such as mental health on its Instagram page. Selena
doesn't run away from difficult subjects. Instead, she sheds light on them. Rare
Beauty uploaded to their social media accounts the various ways you can support
the movement and the organizations they had donated to. Rare Beauty's
marketing isn't just promoting products, it's promoting causes the brand cares

Rare Beauty’s Aesthetic:
Rare Beauty retains a very minimal and classically feminine aesthetic
throughout its many conventions such as product design, website structure,
and social media posts. Apps like TikTok and Instagram have adopted Rare
Beauty into the world that is the ‘clean girl aesthetic’. I have mentioned this
phrase frequently throughout my research however I will keep on using it as I
believe that it represents the modern feminine that is causing brands such as
Rare Beauty to succeed.
The makeup line is built from simple, geometric shapes in a neutral but
feminine matte peach with accents of classic gold. The typography is a
combination of a classic editorial serif with a custom-designed script to reflect a
personal hand note from Selena, as well as connecting to each of the users
personally. The simplicity of the product designs allows customers to build a
neat and organised makeup collection and even with makeup brands such as
Glossier, the joint simplicity of the products allow for a unition of aesthetics. By
design, the packaging was made by an award-winning American graphic
designer, branding consultant, which has also been involved with Rihanna's
Fenty Beauty line. The hints of gold on the products create a luxurious and
classic appearance, which, as a result, attracts more customers as the
appearance of living a lavish lifestyle is a fantasy of many interested customers.
Researching Rare Beauty has reminded me that I need to ensure that my own
products will not appear as cheap, I intend on making my customers feel
treated with the quality of the products I produce and I will accomplish this by
retaining a similar minimal but classy through my designs – just like Rare Beauty
has.

Website image/poster:
Once you enter the Rare Beauty website you are presented with a brand new product – just like Glossier has
done. The current image is of a new eyeshadow palette which Rare Beauty has released. Immediately by
comparing Rare Beauty with Glossier, it is apparent that Rare Beauty upholds a much more glamorous, feminine
Hollywood aesthetic in comparison to the fresh, clean aesthetic which Glossier retains. This is evident from the
darker tones of the makeup products. For example, the Rare Beauty eyeshadow palette included a range of dark
pinks ad glitter, shimmery shade.
The image of the eyeshadow palette is shot to perfectly capture the extent of the product and the authentic
shades of the eyeshadows. The pink-ish nude colour of the background is consistent throughout the Rare Beauty
website which I believe captures the feminine innocence of the product designs and brand aesthetic.
Another design approach which I appreciate is the fact that the image of
the model wearing the product alongside the image of the palette
alternates with another model of a different skin tone. This is great
marketing as it means that customers of many ethnicities can see the
product on a model which they may somewhat resemble and therefore
feel more assured on how said product may look on themselves.
The typography alongside the images maintains the classic, mature
feminine aesthetic of the brand. This may cause the brand to reach
out to a more mature audience than those which upkeep the
simplistic, minimal aesthetic.

Comparing the two brands
Whilst both Glossier and Rare Beauty have taken the beauty industry by a storm, each brand has taken a
different approach in terms of marketing. Glossier retains a ‘glossy’, summery, New York downtown
aesthetic, whereas Rare Beauty celebrates hyper-femininity and raises awareness to charities that act as
mental health hotlines. There is no ignoring that the brands are very similar in terms of the light pink tones of
their products and minimalistic designs. I intend of mirroring this very aesthetic into my own project so that,
hypothetically, my brand will reach a similar success rate as these two brands.
Glossier and Rare Beauty are both fairly new brands in the makeup industry with only five years between
their release dates. It is clear that both brands radiate modernist views by their modelling shoots as well as
social media ambassadors. By this I mean that the brands are advertising their products as gender-neutral by
including non-binary and male models to advertise their brand to a wider audience. They are choosing to
step outside of the box in terms of what society may have deemed appropriate several years ago. I will be
mirroring this modern approach into my own products by including various actors/ models into my product
advertisements.
The social media accounts of both brands retain a chilled, welcoming aesthetic. This is due to the warm,
happy makeup tutorials filmed by customers or even founders of the brand, which include light hearted,
trending songs as the backing track. Both brands are staying up to date with trends by uploading content on
social media platforms such as TikTok and interacting with customers via comments. I believe that it is
important to stay on track with trends as it keeps the younger audiences interactive with the brand.

Production Research– Advert
I have decided that it is key to have an understanding of conventions and techniques that successful
‘commercial’ directors use in their product/business televised advertisements. I found this YouTube video
(linked below) incredibly useful as it explores, from the perspective of director of photography Shane
Hurlbut, pre-production techniques which a director uses and how he succeeds in making unique and funny
content. He starts off explain that as a director you must have better communication as it results in being
more efficient on set and speeds up the pace that people work at. Ensuring that you have a crystal clear
vision of how the production process will work allows everyone on set to not get distracted by possible new
ideas and techniques – as this could disrupt the professionalism of the environment. The man in the video
states that you must “treat your project like a highway”, meaning that there is just one path that you are
leading the set and cast members down and it gets everyone moving in the same direction. Shane then
goes on to explain how scouting a good location for the shoot and looking at many viable options is
beneficial as it allows the director to envision how the lighting and shooting will work. What the director of
the commercial shown in this video does, is visit the decided location and then hire ‘stand-ins’, that are
dressed in similar clothes that the actors will be, to do some test shoots with props to further
envision how the end product will look. All of these decisions are
made during the test shoots so that it subsequently saves time on
the day of the commercial shoot. A storyboard artist then takes
these images, that were taken during the test shoot, and draws up a
storyboard that will be used as a layout to the format of filming.

Bibliography
• Analytics, T. (2016). Millennial Women Key to Growth in Cosmetics Industry | TABS Analytics. [online] www.tabsanalytics.com. Available at:
https://www.tabsanalytics.com/blog/millennial-women-key-to-growth-in-cosmetics-industry.
• Day, O. (2023). Olivia Day FMP - Research. [online] Google Docs. Available at: https://forms.gle/GhpPtFK47bJxcycb8 [Accessed 14 Mar. 2023].
• ESTABLISHED NYC (2021). ESTABLISHED. [online] www.establishednyc.com. Available at: https://www.establishednyc.com/rare-beauty.
• Filmmakers Academy (2020). Pre-Production Tips Every Commercial Director Should Consider. [online] www.youtube.com. Available at: https://youtu.be/Nj78k-nmHj8
[Accessed 14 Mar. 2023].
• Glossier (n.d.). Glossier. [online] uk.glossier.com. Available at: https://uk.glossier.com/ [Accessed 14 Mar. 2023].
• Horton, M. (2022). How Selena Gomez’s Rare Beauty Brand Stands Out From The Competition. [online] TheThings. Available at: https://www.thethings.com/selena-gomezs-
rare-beauty-brand-performance-success/#twitter-is-full-of-happy-customers [Accessed 14 Mar. 2023]. TheThings
• Lansom, A. (2022). We’ve Tried So Many Products From Glossier & Here’s What We Think. [online] www.refinery29.com. Available at: https://www.refinery29.com/en-
gb/glossier-products-reviews.
• Product Habits Blog (2018). How Glossier Turned Into a $400 Million Business in Four Years. [online] Product Habits. Available at: https://producthabits.com/how-glossier-
turned-into-a-400-million-business-in-four-years/.
• Rare Beauty (n.d.). Rare Beauty by Selena Gomez. [online] Rare Beauty. Available at: https://www.rarebeauty.com/.
• Rare Beauty (2016). Rare Beauty by Selena Gomez (@rarebeauty) • Instagram photos and videos. [online] www.instagram.com. Available at:
https://www.instagram.com/rarebeauty/?hl=en [Accessed 14 Mar. 2023].
• Regaudie, T. (2022). The Glossier Success Story | BANKNOTES | BANKNOTES. [online] hashtagpaid.com. Available at: https://hashtagpaid.com/banknotes/how-an-influencer-
built-the-most-recognizable-makeup-brand-on-instagram-the-glossier-success-story.
• Roberts, R. (2022). 2021 Beauty Industry Trends & Cosmetics Marketing: Statistics and Strategies for Your Ecommerce Growth. [online] Common Thread Collective. Available
at: https://commonthreadco.com/blogs/coachs-corner/beauty-industry-cosmetics-marketing-ecommerce.
• Rodriguez, E.C. (2022). How Rare Beauty Marketing is Transforming the Beauty Industry. [online] www.joinsky.co. Available at: https://www.joinsky.co/blog/how-rare-beauty-
marketing-is-transforming-the-beauty-industry.
• SimilarWeb (n.d.). glossier.com Traffic Statistics. [online] SimilarWeb. Available at: https://www.similarweb.com/website/glossier.com/#overview.
• Story, T.D. (n.d.). News: Selena Gomez Vegan-Friendly Rare Beauty Promotes A Million Dollar of Well-Being. [online] The Design Story. Available at:
https://www.thedesignstory.com/blog/news/news-selena-gomez-vegan-friendly-rare-beauty-promotes-a-million-dollar-of-well-being [Accessed 14 Mar. 2023].

FMP Survey Finds Mascara Most Used Makeup

Recommended

Recommended

More Related Content

Similar to FMP Survey Finds Mascara Most Used Makeup

Similar to FMP Survey Finds Mascara Most Used Makeup (20)

More from OliviaDay7

More from OliviaDay7 (20)

Recently uploaded

Recently uploaded (20)

FMP Survey Finds Mascara Most Used Makeup