Women form strong emotional bonds with their beauty products which inform their purchasing decisions, according to a recent survey of American beauty consumers by beauty strategy firm The Beauty Company.
Sixty-seven percent of American women stated that their shopping style was deliberate rather than quick and almost three-quarters of the women surveyed said that the money they spent on beauty products brought them ‘great joy’.
But the market is also relatively conservative with a majority indicating they preferred the familiar over the exotic and 72% responding that they would rather invest in a brand that was established rather than cutting edge.
The survey also found that moisturiser use is increasing, as is use of eye cream, products with SPF, night cream and facial serums. However, 8% of women used eye shadow less often than they did last year and there was a similar downward trend for eye liner and foundation.
A free copy of the survey is available on The Beauty Company’s Facebook page in the January 2012 TBC Pink Alert.