1. AUTOMOTIVE
BEAUTY
COMMERCIAL TECHNOLOGY
Makeup In-Depth
CONSUMER TECHNOLOGY Consumer Report
ENTERTAINMENT
FASHION May 2010
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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. 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
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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
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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
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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.
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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. 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
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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 npd.com.
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