1. Presenting The Benchmarking Company’s 2010 Pink Report®:
Women & Walmart
Seeing Through the Eyes of the
Beauty and Personal Care Consumer
Publish Date: July 1st, 2010
Copyright ©2010 The Benchmarking Company

2. “Walmart is the most powerful, influential
company in the world. Who knew
shopping could be so important?”
– The Walmart Effect, by Charles Fishman
Today’s beauty consumer is not the same. The value and pricing influence of the world’s largest privately held company, Walmart,
combined with the economic crisis, the post 9/11 mentality, the penetration and breadth of social media, and a thousand other
variables are all leading to the evolution of an entirely new consumer and an entirely new set of truths. Today’s consumer doesn’t
dress the same, doesn’t think the same, doesn’t spend the same and certainly doesn’t buy brands the same. She is a more complex
shopper than ever.
Old truths need not apply. The Benchmarking Company’s 2010 Pink Report, Women & Walmart: Seeing Through the Eyes of the
Beauty and Personal Care Consumer, exposes all the old truths (what you thought you knew about her), reveals a host of new truths
(what you need to know about her reality now and how and why she’s making certain decisions), and backs it up with hard facts. Her
new truths are in our numbers, and our report undresses this new female consumer with insights gleaned from understanding her
obsession with and her devotion to the most influential and important shopping store in the US.
This report brings you an in-depth look at HER with extensive qualitative and quantitative primary research dedicated to unearthing
what internal and external forces are driving her shopping cart purchases at Walmart. More than 25,000 women were invited to
participate, yielding a completion rate of more than 2,000 women ages 18-60+. The Women & Walmart Pink
Report is the key you need to understand what is motivating today’s consumer and getting her to buy—
complete with nearly 70 pages of comprehensive research and consumer insights found nowhere
else. Interested? We thought so. Today is your sneak preview.
(*Note: The 2010 TBC Pink Report is an independent analysis of Walmart and was
not commissioned or requested by the company. All analyses and investigations are
independent and unbiased. Unless otherwise noted, all statistics in this report are
based upon a sample size of 2,016 women who indicated they shop at Walmart.)
Copyright ©2010 The Benchmarking Company

3. Table of Contents
6.4 How long has she shopped at Walmart?
I. Methodology 6.5 Day by day
(How and why we decided to focus on Walmart) 6.6 Does she splurge at Walmart?
2.1 Executive summary: philosophy and findings 6.7 Would you like a basket?
2.2 Welcome to the new truth 6.8 Who buys more?
Why Walmart? 6.9 Generically speaking
Her truth is in the numbers 6.10 Not all beauty products are the same to her
Walmart is no longer her secret shopping experience 6.11 Brand loyalty and age — mutually exclusive?
Old truths need no longer apply 6.12 She’s been a beauty buyer for a while
Beauty schizophrenia 6.13 Beautiful perceptions
Generally generic 6.14 Extra cash and how she spends it
Not necessarily the new 6.15 A beauty buyer and her money are soon parted
Cha-ching 6.16 She’s motivated, and she wants to buy
Should she trade or should she go? 6.17 Naturally beautiful: will she go organic?
6.18 Beauty turnoffs
II. Truth Be Told: Old Truths, New Truths and the 6.19
6.20
What won’t she buy?
The savvy beauty buyer
Truth in Numbers 6.21 Walmart.com and her
(What we know and what we learned about Walmart) 6.22 Facebook nation
6.23 Annual beauty expenditures
3.1 Every pretty penny counts 6.24 She’s savvy, at every age
3.2 Put on your Walmart hat
3.3 Recessionista VI. Checkout Line
3.4 Don’t tempt her
3.5 She loves Walmart
(Key takeaways and strategic recommendations)
3.6 She and Walmart go waaaay back 7.1 What are Walmart’s new truths?
3.7 The hulking superstore Be a beautiful force
3.8 She’s buying her beauty at Walmart Think beyond the Blue Light Special
3.9 Playing favorites Clean up, aisle beauty
3.10 Queens of convenience Change your channel
3.11 Naturally confused Go ahead, introduce yourself
3.12 Under her skin every once in a while If you test it, she will come
3.13 If she’s not shopping at Walmart
7.2 What are the beauty brander’s new truths?
3.14 No separation anxiety here
3.15 Walmart.com Familiarity breeds content
3.16 The coupon lives! Don’t jump off the Brooklyn Bridge
3.17 Walmart for all Value is more than just dollars
3.18 Don’t rush her Who’s the big deal?
Is she digging your experience?
III. Beauty Spotlight – The Beauty Aisle Not all generics are created equal
(Her shopping behavior in the beauty aisle) VII. Data Warehouse
4.1 Dollars and cents: her annual beauty spending at a (Survey questions)
glance
4.2 Where she buys beauty: Walmart and then some 8.1 Are you female?
4.3 Beauty aisle price check 8.2 How far away from your home is the closest Walmart?
4.4 A beautiful state of mind 8.3 Where do you typically shop for beauty and personal
4.5 Her beauty shopping experience care items?
4.6 High impact 8.4 What words come to mind when thinking about
4.7 Top beauty brands she buys Walmart?
4.8 Beauty by the dollar 8.5 Do you shop at Walmart?
8.6 If not, why don’t you shop at Walmart?
IV. Beauty Spotlight – The Walmart Beauty Aisle 8.7 What are the most important reasons you shop at
Walmart?
(Her shopping behavior in the Walmart beauty aisle) 8.8 Do you enjoy shopping at Walmart?
5.1 The Walmart beauty buyer profile 8.9 If not, why don’t you enjoy shopping at Walmart?
5.2 Walmart beauty shopper: vital statistics 8.10 Please estimate the percentage of your or your family’s
5.3 The Walmart shopper: what beauty she’s buying shopping that you personally do.
5.4 Walmart will-nots 8.11 Which members of your family do you specifically shop
5.5 Walmart vs. … ? for?
5.6 Uninspired beauty 8.12 How important are the following when shopping?
8.13 Please indicate which of the following statements
V. Beauty Spotlight – Beauty by the Ages reflect your views.
8.14 How long have you been a Walmart shopper?
(Her buying behaviors by age) 8.15 What time of day do you generally shop at Walmart?
6.1 Age and Walmart loyalty 8.16 Once you have entered a Walmart, how long does your
6.2 Her views on Walmart, through the ages shopping trip usually last?
6.3 Is she embarrassed?
>> Continued on next page
Copyright ©2010 The Benchmarking Company

4. Table of Contents, cont.
8.17 What days of the week do you generally shop at Walmart? 8.56 Why won’t you ever shop at Walmart for baby products?
8.18 How often do you shop at Walmart? 8.57 Why won’t you ever shop at Walmart for bath products?
8.19 Do you have a specific budget that you follow when 8.58 Why won’t you ever shop at Walmart for body and skin
shopping at Walmart? care products?
8.20 Are you usually successful at keeping your Walmart 8.59 Why won’t you ever shop at Walmart for eye makeup
purchases within your budget? products?
8.21 What typically causes you to spend more than your 8.60 Why won’t you ever shop at Walmart for facial makeup
budgeted amount at Walmart? products?
8.22 How much money do you typically spend at Walmart each 8.61 Why won’t you ever shop at Walmart for facial skin care
time you shop there? products?
8.23 When you shop at Walmart, do you generally … ? 8.62 Why won’t you ever shop at Walmart for fragrance
8.24 How do you usually feel upon entering Walmart? products?
8.25 Do you generally shop at Walmart alone or with someone? 8.63 Why won’t you ever shop at Walmart for hair care
8.26 What types of products do you purchase at Walmart? products?
8.27 Do you bring a shopping list to Walmart? 8.64 Why won’t you ever shop at Walmart for hair dye and hair
8.28 Do you review the circular from Walmart? coloring products?
8.29 How do you usually feel when you are finished shopping 8.65 Why won’t you ever shop at Walmart for nail products?
at Walmart? 8.66 Why won’t you ever shop at Walmart for oral care
8.30 Why do you buy generic products at Walmart? products?
8.31 When thinking about your general spending habits as 8.67 Why won’t you ever shop at Walmart for personal
compared to a year ago, you are … ? cleanliness products?
8.32 What kind of beauty and personal care products do you 8.68 Why won’t you ever shop at Walmart for shaving products?
purchase at Walmart? 8.69 Why won’t you ever shop at Walmart for sunscreen and
8.33 Why do you purchase your beauty and personal care suntan products?
products at Walmart? 8.70 What is the most you have spent on each of these items?
8.34 Have you purchased your beauty and personal care 8.71 What is an expensive price for each of these items?
products at Walmart? 8.72 Please tell us if you agree or disagree with the statement
8.35 When did you start shopping for your beauty and personal as it relates to shopping at Walmart.
care products at Walmart? 8.73 Have you ever visited Walmart.com?
8.36 Why did you start shopping for your beauty and personal 8.74 Why haven’t you visited Walmart.com?
care products at Walmart? 8.75 Do you go to Walmart.com for product pricing and
8.37 Which of the following beauty brands do you shop for at availability prior to shopping at Walmart?
Walmart? 8.76 When thinking about Walmart.com, please rank each of
8.38 Which of the following personal care brands do you shop the following statements.
for at Walmart? 8.77 Which of the following magazines have you read in the
8.39 Did you trade down (start buying a less-expensive past three months?
product) in your beauty and personal care shopping 8.78 What is your dress size?
within the past year? 8.79 Which soap operas do you follow?
8.40 When shopping at Walmart, at what point do you shop for 8.80 Which of the following television shows do you love to
your beauty and personal care products? watch?
8.41 Please tell us how much you agree or disagree with the 8.81 Which of the following music genres do you listen to most
following statements. often?
8.42 Do you buy beauty brands at stores other than Walmart? 8.82 What kind of vehicle do you or your spouse drive?
8.43 What brands do you buy when you are shopping at those 8.83 Do you have a tattoo?
places? 8.84 Do you attend a weekly religious service?
8.44 Why do you buy beauty items sold at stores other than 8.85 Do you have Facebook page?
Walmart? 8.86 What is your age?
8.45 Why don’t you shop for beauty items at stores other than 8.87 How many children under the age of 18 do you have
Walmart? living in your house?
8.46 If you had an extra $50 per month, what would you spend 8.88 What was your total household income for 2009 (before
it on? taxes)?
8.47 What influences you the most when you are buying beauty 8.89 Is yours a single- or a double-income household?
and personal care products at Walmart? 8.90 How much do you spend annually on beauty products
8.48 For each of the following statements, check the box that (specifically color cosmetics and facial skin care
most closely corresponds to your perspective. products)?
8.49 Do you spend more money on beauty and personal care 8.91 What is your employment status?
products that are natural/organic? 8.92 What is the highest level of education you have
8.50 Do you believe that a natural/organic product works completed?
better? 8.93 Which best describes the area where you live?
8.51 What is your favorite skin care brand sold at Walmart? 8.94 Which best describes your ethnicity?
8.52 What is your favorite makeup brand sold at Walmart? 8.95 Please think about each of the following statements and
8.53 What is your favorite fragrance brand sold at Walmart? indicate how much you agree or disagree with each.
8.54 When you are shopping for beauty and personal care 8.96 How did you hear about this survey?
products, what are your biggest turnoffs?
8.55 What kind of beauty and personal care products would
you never purchase at Walmart?
Copyright ©2010 The Benchmarking Company

5. Walmart, straight from her heart…
Samples of what you will learn in the 2010 Pink Report: Women And Walmart – Seeing Through
the Eyes of the Beauty and Personal Care Consumer
Old Truths and New Truths
1. Put on your Walmart hat. She’s a proud Walmart shopper.
Old truth: Run and hide. I’m a closet Walmart shopper because I’m embarrassed to shop there.
New truth: Pennies from heaven. At Walmart she’s getting what she wants at better prices,
allowing her to feel savvy, and to pocket a few extra bucks for her 401k or a stiletto splurge.
Truth in numbers: 90% of women enjoy shopping at Walmart. 70% of women tell others they
shop there, and 22% tell others they shop there because they look smart for buying name
brands at lower prices. Plus, after she’s finished shopping at Walmart, the top three things she
typically feels are satisfied (49%), positive (37%) and happy (34%).
“We have started seeing in recent months that at
midnight on the first of the month, we can see the customer
there in the store, more than a year ago. That tells us that there
is even more pressure on the pay cycle.”
– Mike Duke, CEO, Walmart Stores
2. She’s buying her beauty and personal care products, and she’s buying them at
Walmart.
Old truth: She’d never be caught dead buying a new lip gloss and a new toaster both at the
same store.
New truth: She’s getting not only her toaster and lip gloss, she’s also getting her deodorant and
her hair styling and facial moisturizing products there too.
Truth in numbers: 71% of women typically shop for beauty and personal care products at
Walmart*. Her top three Walmart beauty/personal care purchases include hair care and styling
products (72%), personal cleanliness products such as soaps and deodorants (72%), and oral
care products such as mouthwash, toothpaste (69%). In addition, 46% of women are buying
eye makeup and facial skincare products, and 42% are purchasing facial makeup products such
as concealer, blush etc.
(*n=2259 based on Walmart and non-Walmart shoppers)
3. Recessionnista: she’s conscious of the recession, but it’s not keeping her from
filling her cart at Walmart.
Old truth: We’re in a recession; I’m putting my money under my mattress and stopping the
spending.
New truth: Despite economic woes, she’s still buying; she’s just getting savvier about it.
Truth in numbers: 60% of women purchase their beauty and personal care products at Walmart
because the prices are the lowest she can find. 78% of women agree or somewhat agree that
they’re more aware of their beauty budgets, though 51% note that they’re spending the same as
last year. And if she didn’t always do her beauty and personal care shopping at Walmart, she’s
shopping there now because Walmart gives her better value for her dollar (29%).
Copyright ©2010 The Benchmarking Company

6. Beauty Spotlight – The Beauty Aisle
Dollars and cents: her annual beauty spending at a glance
Her annual beauty spending (color and facial skin care) falls into a wide range, with
almost one-quarter of women spending $301 or more per year.
Spending between $0–$50 22%
Spending between $51–$100 26%
Spending between $101–$150 13%
Spending between $151–$300 16%
Spending of $301 or more 23%
If they had an extra $50 per month, 29% of women swear that they’d put it away in a
savings account. Only 6% say they’d purchase more facial skin care products.
Beauty Spotlight – The Walmart Beauty
Aisle
Walmart beauty shopper: vital statistics
What is she buying? How often? What are her motivations and drivers when she’s standing
in the beauty aisle at Walmart?
She’s buying beauty and personal care
• 71% of women shop for beauty and personal care products at Walmart.*
She’s been shopping there for beauty for a while
• alf of women (51%) say they’ve always purchased beauty and personal care at
H
Walmart. And if they’re not Walmart “lifers,” 63% of women have been shopping for
beauty and personal care products at Walmart since 2007 or before.
She’s in it for the value
• 5% of women purchase beauty products exclusively at Walmart; of that 45%, 25%
4
say they used to purchase at other stores, and 20% have purchased only there. If they
purchase beauty products exclusively at Walmart, the biggest reason is because they
can get the products they want at a lower cost (61%).
• f they hadn’t always shopped at Walmart (49%), they started shopping at Walmart
I
for beauty products because Walmart gives better value for the dollar (29%), it’s less
expensive than where they previously were shopping (27%) and it’s more convenient
(23%).
Her thoughts on Walmart
• hen shopping for beauty at Walmart, 78% of women agree or somewhat agree that
W
they are aware of their budgets.
• 2% strongly or somewhat agree that Walmart offers a wide selection of beauty
7
products/brands.
• 7% strongly or somewhat agree that Walmart offers premium beauty brands for less.
6
• 3% strongly or somewhat agree that Walmart offers the beauty brands they prefer.
6
• 5% strongly agree that Walmart lets them get all the beauty products they need for
6
less.
• 5% strongly or somewhat agree that Walmart offers high-quality beauty products.
6
• 7% strongly or somewhat agree that Walmart is the destination for all their beauty
5
needs.
• 2% are overwhelmed by the selection at Walmart when it comes to beauty and
4
personal care.
Copyright ©2010 The Benchmarking Company (*n=2259 based on Walmart and non-Walmart shoppers)

7. The Pink Report Order Form
Presenting The Benchmarking Company’s 2010 Pink Report®:
Women & Walmart
Seeing Through the Eyes
of the Beauty and Personal
Care Consumer
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