“We see a significant number of intent-driven consumers willing to pay higher prices for quality, brand products that satisfy specific beauty needs,” said Evan Minskoff, vice president of marketing at the About Group.
“This presents brands with the opportunity to truly engage this audience by emphasizing the relevance of their products to consumers’ core beauty goals.”
The study, carried out by the online consumer review vehicle on 1,952 respondents, also found that consumers considered advertisements that appeal to their confidence rather than their insecurities the most compelling.
Confidence and success related to looking your best
Findings showed that consumers are more likely to feel more confident in themselves and more successful and desirable through the use of beauty products and looking their best.
The main aim of the study was to examine why consumers use beauty products, what influences their purchasing decisions and what kind of beauty advertisements are the most appealing.
It also looked at what brands do to attract new customers and what emotions beauty products provoke in consumers.
Beauty products an important part of everyday life
Results showed that consumers view beauty products as an important part of their life, and will continue to use them even whilst watching their budgets.
Eighty percent of participants revealed they plan to spend the same or more this year on skin, hair, male grooming, teeth whitening and cosmetic products.
Some of the key reasons consumers rely so heavily on beauty products were identified as hair and skin health (69 percent), solving particularly skin or hair concerns (67 percent), and maintaining a certain look or style (59 percent).
Advertising needs to avoid highlighting perceived insecurities
From an advertising perspective, respondents preferred adverts that appeal to confidence rather than perceived insecurities.
In addition, consumers explained they prefer adverts that stress quality over price, presenting product benefits in an intelligent way.
Participants also singled out ads that offer free samples, coupons, and product information as the most compelling.
The study also found that over 50 percent of consumers prefer well-established brands as they are perceived to offer more value and are viewed as more reliable.