An intrinsic part of branding is the need for emotional connections with target consumers. This is intensified when it comes to the beauty and personal care categories like make-up, since many women consider cosmetics intrinsically tied to ideas of confidence, self-esteem and strength. Make-up helps to reinforce the woman’s individuality, identity and to define her space within family, work and society as a whole.
Understanding what items women carry in their beauty bag and the specific moment when they use these items, can help highlight new business opportunities while also identifying trigger points for empowerment.
Our recent webinar covered the Latina’s emotional relationship with make-up through a case study with Avon, and provides a deep understanding of the associated branding issues.
We designed a quantitative+qualitative (Q+Q) research approach to collect both numerical and emotional data to present a unified view of the Latin American cosmetic consumer.
The quantitative survey delivered by Decipher was used to interview female cosmetics users in Brazil, Mexico and Columbia.
The study began with one question: What’s in your beauty bag?
Respondents identified the size of their beauty bags, the type and number of products within their personal beauty bag, including loyalty drivers, brands used and overall brand perceptions.
Lip and eye makeup was universal. Most participants had several products that fell into these two categories and were in almost every participant’s cosmetic collection.
Foundation, face powder and primer were more common for respondents with large or x-large beauty bags.
Then, it was time to take a deeper dive into what these products meant to our participants.
Qualitative Study to Investigate the Role and Meaning of Beauty in the Lives of Participants
Using the Revelation mobile app, participants kept a diary of their makeup activities over a one-week period, including both image uploads and video testimonials.
The research team was able to see how participants applied makeup, how they mixed and matched various products, and the feelings experienced during and after makeup application.
Participants walked through their “natural looks,” “weekend looks,” and what is important to them while buying cosmetics.
Study Uncovers Five Categories of Cosmetic Consumers
Researchers analyzed participants’ answers and identified five main categories of consumers that went far beyond demographics and more closely related to the size of their cosmetic cases.
Makeup Lovers: XTRA Large Beauty Bags
Wealthy women who love to shop and value their appearance
They seek to buy high-quality leading brands
Age 30 – 39
“I need makeup to feel alive, it is an essential part of my day to day. When I leave home without wearing makeup (which is rare) people who know me find it odd. I feel like I should be wearing a paper bag on my head.”
Quality Traditionalists: Large Beauty Bags
Mature women who seek to buy high performance and innovative products
They seek authority in the makeup specialists and recommendation
“Previously, I did not like much makeup, but today I think of it as an essential item, like all mature women I use makeup to have a new look, I learned gradually what looks best on my skin.”
Practical Seekers: Medium Beauty Bag
Young and working women who seek for easy and fast make-up routine
They follow the latest trends & seek all types of looks
“Makeup makes me feel powerful and confident, it’s like a energy booster. I like playing with colors, I’m testing colors on me all the time, I use a type of makeup for each situation and for each event.”
Functionalists: Small Beauty Bags
Young women less likely to believe they need much make-up to be beautiful
They seek for safe, functional and well known brands
“I like more natural makeup for the day to day, like a lipstick, eye liner and mascara, I think essential to have at least these above mentioned items.”
Cost Minimizers: X-Small Beauty Bags
Women least involved in category, less likely to believe appearance is important
They seek good cost-benefit brands
“Simple makeup is part of my life and it is essential for me. Only use other types of makeup, including compact, on special occasions. As I always had little money, never bothered to be the first to have certain types of makeup. Due to the financial situation, when I can not use makeup Natura, buy in pharmacies, products of unknown brands.”
More surprising findings from Avon’s study
- 67% of Latina consumers said taking care of themselves is extremely important – only second to taking care of children.
- 58% of consumers use different beauty products during weekends and weekdays.
- Lipstick is the most used cosmetic product. 98% of participants with XL beauty bags and 86% of participants with XS beauty bags had lipstick in their bags.
- Red and pink were the most common lipstick colors and were found in every size cosmetic bag.
- Foundation is linked to high performance and innovation products, lipstick is a category related to great variety and value.