Investing In Beauty

Today’s ABC1 women understand the importance of a regular beauty regime and the emotional and functional benefits of owning premium beauty products.

A regular beauty regime is crucial to today’s modern ABC1 woman; they really understand the importance of skincare, make-up and fragrance and the emotional and functional benefits of owning premium beauty products.

Full- Above plus: There are two distinct types of premium beauty consumer. The Brand Loyalists, accounting for 40% of ABC1 women, are more loyal to just a few brands but invest a lot of time and money on their personal appearance.

The second group the Brand Experimentalists, the largest group at 60%, like to try out new premium beauty products and play a powerful role in generating word of mouth. Both groups rely on different sources to influence them throughout the three stage decision making process.

Investing in Beauty, a two stage research project involving an online survey of upmarket women alongside focus groups and in depth interviews, demonstrates a unique understanding of the best use of all media and how to engage with consumers in today’s media marketplace.

Investing in Beauty uncovers:
- The purchase motivations of ABC1 women towards premium beauty products
- Product usage and attitudes towards skincare, make-up and fragrance
- Key characteristics of the two premium beauty consumers
- The three stages of the decision making process (i) Awareness (ii) Active information gathering and (iii) The final decision
- The key influencers and role of media at each of the three stages

For more information please contact:

Andrew Marrs, Head of Insight 0203 148 3645 andrew_marrs@ipcmedia.com