Emotional Bond Queen of Beauty Decision-Making


WASHINGTON—The Beauty Co.'s (TBC) new survey of U.S. beauty consumers found women form deeply emotional bonds to their beauty products that inform all purchasing decisions.

“All brands think they know beauty consumers, but we thought it would be fun to take a deeper dive into what women really think about beauty, their beauty habits, their beauty addictions and their beauty passions," said Alisa Marie Beyer, founding partner and CEO.

The research, conducted in-house by TBC highlights more than 25 data points about American women and their beauty routines, brand preferences and purchasing behavior. “We found women would rather be well-liked than admired (61 percent), hear from a knowledgeable sales consultant over a lively one (78 percent), and are heeding the warnings of sun damage: 69 percent use a daily moisturizer with an SPF," Beyer said. "It’s exciting to hear first-hand what messages are working with consumers and how they are impacting her behavior in-market."

Further interesting facts about American women and their beauty routines revealed in the study include:

  • Moisturizer is on the way up: 19 percent are using moisturizer more often than they were a year ago, but eye shadow is on the way down: 8 percent are using it less than they were a year ago
  • 67 percent of American women consider their shopping style deliberate, and 56 percent are more comfortable relying on logic rather than intuition
  • Seniority still counts: 72 percent of women would rather invest in an established brand over a cutting-edge brand
  • Nearly equal amounts of women would like to have personal wealth (53 percent) versus personal beauty (47 percent)
  • A majority of women would prefer purity of ingredients (65 percent) more than potency of ingredients (35 percent)
  • 57 percent of women think the latest scientific advancements in beauty are amazing, but 34 percent think they are nothing new.
  • More than a third of beauty consumers consider perfume a staple and won’t leave home without it
  • Nearly equal percentages of women want to stand out (51 percent) versus blending in (49 percent)

“One of the most important facts to emerge from the research is beauty consumers find immense fun and happiness in their beauty products and routines," Beyer said."They are thoughtful in their choices, they are seeking knowledge and education from the industry and they overwhelmingly feel their investment in beauty is worthwhile and well spent."

“It’s always very exciting for us to hear from consumers, which is why we love to conduct this kind of research," observed vice president Kate Helfrich, “More than just typical demographics or statistics, we get down to consumer’s deepest thoughts and feelings on beauty at an emotional level, as well as a statistical level. By mining for this kind of information, we are able to capture immediately relevant consumer information that informs all aspects of brand development, distribution and marketing. Plus, it’s just fun! How else would we find out that when given the choice, 54 percent of women would rather have chocolate than beauty products, and the color most beauty consumers relate to is blue (23 percent)?"