COLOUR COSMETICS
Understanding consumer views of colour cosmetics
Maryellen Mantyla – Eastman
Consumers have almost unlimited choices when it comes to colour cosmetics. Among the industry’s thousands of brands, each is vying for the attention and loyalty of consumers. Whether it is mass brands with global
recognition or boutique brands with unique origin stories, all face the same challenge: to offer colour cosmetics with exceptional performance consumers can feel good about buying and wearing. According to a recent consumer research study
from Eastman, consumers are not fully satisfied with the performance of the colour cosmetics they currently use. Furthermore, they expect brands to use safer and more naturally sourced ingredients to enhance product attributes like long wear, coverage and colour payoff. Eastman invests in consumer research to
innovate ingredient solutions that will improve the performance and sustainability of the products people use every day. The company’s consumer research team monitors many industries and topics, and the latest consumer study focuses exclusively on colour cosmetics. As part of my role as consumer insights
manager at Eastman, we conducted a study across six countries and 4,000 consumers. The data and resulting insights reveal what drives consumer purchases of colour cosmetics, product features with less consumer satisfaction, consumer knowledge and expectations on sustainability, and more. In this article, we will explore four consumer
themes from this recent research that can be helpful to cosmetics brands as they formulate for the future. â– Consumer concerns - Consumers hold brands and retailers accountable for the environmental crisis; they expect brands to offer sustainable products and help them live a more sustainable lifestyle. â– Purchase drivers – Consumers have an increased awareness of sustainability, yet it is not strongly influencing buying behaviour. In colour cosmetics, specific performance features drive purchase decisions. â– Satisfaction gaps - Opportunities exist for brands to close consumer satisfaction gaps in colour cosmetics. Consumers experience gaps in both product performance and ingredient selection. â– Sustainability defined - Consumers define the sustainability of colour cosmetics by the formulation ingredients. Brands can get more vocal about sustainable ingredients that enhance performance.
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Consumer concerns Today’s consumers have access to unlimited information. They can call up details about their favourite products, brands, and retailers within seconds. From hundreds of sources, they can easily learn about products and the brands who make them. This instant access to knowledge
strengthens their buying power. The more they know, the more they want, and the more they expect from brands. While consumers proactively seek
information throughout their buying process, content is also pushed to them through news and social media outlets. Through these channels, consumers absorb endless bits of information from headlines, images, and video snips.
While pushed content is often tailored to individual consumer interests, they are also fed information about global topics that are less connected to their daily routines. Through these pull and push approaches,
consumers have become more educated about important issues like ocean pollution, climate change and the global waste crisis. Consumers are starting to understand that what they buy
and from whom is connected to the larger issues the world is facing. To better understand the consumer
mindset, Eastman asked 5,000 European and U.S. consumers how they feel about the environmental and social issues that are impacting the world today. As seen in Figure 1, consumers have plenty
on their minds regarding the health of the environment. The waste crisis is a top-tier environmental concern for consumers, along with water and air quality, climate change, and product safety. Through this same study, 59% of consumers
say they blame brands for the waste crisis. With this blame, consumers also assign responsibility to brands to address global waste and, 64% of consumers want brands to be penalized for not working toward solutions. Consumers also feel brands need to do more
to help them live a sustainable lifestyle (69%) and wish brands made it easier for them to find sustainable products (77%). Consumers expect a lot from brands when it comes to sustainability. For brands, knowing where to start to meet these expectations can be challenging. The first step is to evaluate consumer purchase drivers.
May 2024 PERSONAL CARE
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