This proposal examines the effectiveness of social media marketing for cosmetics companies targeting women ages 18-24. It plans to conduct surveys of women at cosmetic retailers and through email to understand their social media use and how it influences purchases. A focus group will discuss influences on cosmetic use and test responses to a makeup tutorial video. The research aims to identify the most effective social media strategies to drive sales growth in the cosmetics industry. It has a low budget and will be conducted by students over 2-3 months, culminating in a final report of findings and marketing recommendations.

1. Market Research
Proposal
How effective is social media for marketing cosmetics to
women 18-24 years old?
Kelsey Jaeger
Amanda McCormick
Qualitative Research
Dr. A. Fruzzetti
MRKT2050

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I. Introduction
According to First Research, the US cosmetic, beauty supply, and perfume store
(beauty store) industry includes about 15,000 stores with combined annual revenue of
about $14 billion and is forecasted to be about $265 billion by 2017. This is an immense
market, considering it is comprised of mostly women. When paired with Business
Source data suggestion that 47% of women check their social media pages daily, an
ideal marketing technique makes way. We live in a world surrounded by social media. It
is part of everything we do, and everything we do is part of social media. It's the future
of our country and the future of marketing, it’s time we see how to make it the present.
II. Objective
The objective of this research is to show how effective social media can be for
marketing new and existing cosmetic products.
 What about social media posts makes women more willing to purchase a
product?
 Should cosmetic companies invest more on social media marketing?
 What social media markets are more effect for marketing of cosmetic brands?
III. Literature Research
The data research suggests that social media marketing is the up-and-coming
area for marketers all over. Just under ¾ of consumers under the age of 35 learned of
new brands through social media (Statista 2012). A study done by Social Media
Examiner shows that social media marketing increased exposure by 92%, as of May

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2012 (Social Media Marketing 2013). Consumers are seeing and trying products they
may never have had interest in before. This shows incredible potential for new products
to make way into consumers’ homes. According to an Ispos study on Statista.com in
April 2013, 32% of women made a purchase based on a social media post and 36%
based on a social media advertisement (Share of U.S. Consumers 2012) In 2012,
worldwide social media revenue was at 16.9 billion dollars, according to a Gartner study
(Social Media Marketing 2013). With social media becoming part of everyday activity,
it’s important we take this as an opportunity for marketing to grow.
IV. Qualitative Research
In addition to the secondary research we’ve completed, it’ll be necessary to
conducted a few different types of qualitative research. The first step would be to do a
survey at cosmetic retailers after someone has made a purchase. The survey will ask
specific questions about what they purchased, what social media they use, and if social
media had any impact on the purchase they made. Also, it’ll include questions about
who they are, i.e. age, gender, hometown, in order to be able to narrow down a target
market for the intended social media marketing. An email/online survey should also be
used. This can reach participants that may purchase their cosmetics at drug stores or
big box stores, such as Wal-mart. The survey will ask the same questions as the in-
store survey, but it’ll reach a larger quantity of consumers.
Last, a controlled focus group will be essential to obtaining the specifics of what
women look for in social media marketing for cosmetics. The beginning of the
discussion will focus on the participants’ current use of cosmetics and influences. Once

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discussion starts to slow down, we’ll show participants a YouTube video with a tutorial
of how to apply makeup with specific cosmetic suggestions. The discussion will then be
focused on the video and whether participants would purchase the videos’ suggested
cosmetics, why or why not? This is essential to understanding the cosmetic shopping
habits of women so we can be sure we’re targeting them accurately and appropriately
with future social media campaigns.
V. Budget
This market research has a low budget, as it'll be done by students during a
college trimester. The in store survey will be created by us and printed at Johnson &
Wales University, using the printing services offered to students. The online email
survey will be administered through SurveyMonkey.com which is a free survey website.
The focus group will also be free, with use of a Johnson & Wales University Library
study room, which can be rented by the hour. An incentive may need to be offered to
attract participants, but this can be a low cost of coffee and donuts. The data will be
collected and analyzed by the students administering the market research.
VI. Timing
From start to finish, this proposed marketing research will take approximately two
and a half months.
 In-store survey - Three times a day for one week
 Email survey - One to two months
 Focus group - Two weeks to gather participants, one day for focus group

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 Data analysis - Two to three weeks
 Final report - One week
VII. Summary
This research is expected to show many opportunities for using social media to
market cosmetics. The data collection and analysis will show what women want and
where they want it when it comes to cosmetics on social media. Through our findings
we will collaborate the most effective social media marketing solution that will drive
sales for our customer. This information is imperative to marketing these products
accurately and appropriately for sales growth.

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VIII. Works Cited
“Social Media Targeting Effectiveness Gender 2013.” Statista. Ipsos; April 2-16, 2013.
Web. 29 September 2014. <http://0-
www.statista.com.helin.uri.edu/study/15449/social-media-marketing-in-the-us-
statista-dossier/>
“Share of U.S. consumers learning about brands via social networks as of
November 2012.” Statista. Ipsos; November 6-20, 2012. Web. 7 November 2014.
<http://0-www.statista.com.helin.uri.edu/statistics/251612/share-of-us-
consumers-learning-about-brands-via-social-networks/>
“Social Media Marketing in the US.” Statista. Statista Dossier 2013. Web PowerPoint.
29 September 2014. <http://0-www.statista.com.helin.uri.edu/study/15449/social-
media-marketing-in-the-us-statista-dossier/>
Cosmetic, Beauty Supply and Perfume Stores. First Research. October 27, 2014. Web.
7 November 2014. <http://0-mergent.firstresearch-
learn.com.helin.uri.edu/industry.aspx?chapter=0&pid=294>
“Women And The Web.” Marketing (00253650) (2014):1. Business Source
Complete. Web. 29 September 2014.