Each week we ask our trusted Insights panel of parents a key question. This week we were interested in finding out what their thoughts are about choosing and buying beauty products. It turns out that brand loyalty and price/offers are the top buying drivers. Take a quick read of this week’s bite-sized insights to find out what else our trusted panel told us:
Would you like business-transforming insights for your brand? Use our tailored panels of engaged parents and our dedicated private platform to gather critical insights to help your decision making and activate customers. Contact us now to find how we can help.
Recommended reading: Insights From Parents On Hair And Beauty: Infographic
We asked our Insights panel of parents to answer these quick questions:
Rank in order of importance what influences your choice most when it comes to choosing beauty products you buy and use regularly
- It’s a brand I know 80%
- The price is reasonable for my budget 78%
- It’s on offer at the time I buy it 70%
- It’s vegan/cruelty free/ethical 57%
- Easily available e.g. in supermarket 50%
- The packaging is sustainable/recyclable/refillable 48%
- It has won an award 44%
- A friend recommended it 42%
- I love that it is celebrity endorsed 30%
- I found it online 28%
Any other thoughts on buying beauty products?
Comments from our panel members included:
“I like products that do more than 1 job, eg moisturiser + SPF + Tint.”
“If a beauty product is on special offer I would always buy but only a brand I use and it needs to be suitable for my skin.”
“The dearest is not always the best. I have used some very expensive beauty products in the past. I have found Lidl brand to be the best.”
“Needs to be suitable for my skin, I also like getting a sample first before handing over my money.”
“It has to work and do what it claims to do – that’s most important to me when choosing a beauty product, so reviews by experts that I respect and close friends are most helpful.”
“I have searched long and hard and tried many beauty products so now that I have a brand I love, I buy that all the time. If I can get it on offer then all the better!”
“Sensitive skin products are products I like to buy. It. Is good when they are on offer too and easy to find in shops or online.”
“I’m wary of brands that are heavily advertised.”
“I’m in my late 40’s so priorities would have changed since my younger days!”
“It does what it says on the tin!”
Reflections for Beauty Brands
- Beauty products command a brand loyalty that other sectors may not enjoy. Are you doing enough to target new customers? And when you do get customers, what are you doing to keep them?
- Mums are price sensitive, keep this in mind when deciding on promotions.
- Samples are a great way for people to try your products, are there innovative ways you can get these out to Mums to help drive sales.
- Look to partner with beauty service providers, as recommendations from experts can help consumers try new products
- Are there any brand extensions you could create that would tie in with your existing products to increase your market share?
Would you like business-transforming insights from parents for your business? Use our tailored panels of engaged parents and our dedicated private platform to gather critical insights to help influence consumers to deliver long term profitability. Contact us now to find how we can help.