Of the 79 percent of the NZ female population that uses cosmetics, 65 percent of them said ‘value for money’ when asked what factors they considered important when choosing a product.
With marketing campaigns evolving by the minute, brands are as eager as ever to invest in attracting a buyer to pick its product over another. Roy Morgan says going back to basics could be the solution over fancy gimmicks.
Other data information revealed that quality brands came in at number two with 58 percent and sun-protection factors followed with 54 percent. At the bottom of the list were technologically advanced with 8 percent, advertising at 6 and packaging at 5 percent.
Pip Elliott, client services director at Roy Morgan Research, says; “Given the large amount of money cosmetic companies spend on advertising and packaging, it is interesting to see how low these two factors rank among users.
Despite the results, Elliot says it should be noted that despite these factors being important to only a small proportion of users, it doesn’t mean that advertising or packaging isn’t affecting sales.
“Market share in the cosmetic industry is tight. There is an array of brands and products flooding the market at any one time.”
However, the client services director points out that the Australian research company can help a brand or agency get ahead in such markets.
“Our cosmetic profiles offer information on demographics, attitudes; activities and media usage that can help”, she concluded.
Roy Morgan Research is a full service research organisation specialising in omnibus and syndicated data and has more than 65 years experience in collecting objective, independent information on consumers.