22 COLOUR COSMETICS
*Includes US., UK, Germany & France Figure 1: Consumer concerns
Purchase Drivers Even with increased awareness of environmental issues, sustainability is not driving consumer purchases of colour cosmetics. This is a clear indicator that while consumers expect brands to offer more sustainable products, consumers are not willing to compromise on product performance to get sustainability benefits. Consumers seriously consider multiple
product attributes before purchasing colour cosmetics, and not all attributes are of equal importance to them. Figure 2 shows the top five attributes global consumers consider before purchasing colour cosmetics. The size of each circle represents the degree of importance to consumers. When consumers consider purchasing
mascara, adding volume and length is extremely important to them. The other features (water and sweat resistance, no clumping, long wear, and easy application) are also very important. However, by comparison, adding volume and length is clearly a standalone driver of mascara purchase decisions. Over three-quarters (77%) of global
consumers wear mascara regularly, and more than eight in ten (85%) have experienced past performance issues with mascara. Based on purchase driver data, the desire is high among consumers to find mascara products that can deliver exceptional performance on the features they care most about. For brands, the potential for increased loyalty among consumers is great, as the majority of consumers consider mascara the most important product in their cosmetics wardrobe. In the other product categories, the degree
of importance among the top purchase drivers is similar, showing consumers consider a few attributes before they buy. The top purchase drivers for lipstick are closer in importance but varied. They feature a mix of appearance,
PERSONAL CARE May 2024
performance, and ingredient drivers. When purchasing lipstick, the most
important features to global consumers are colour and long-wearing attributes. In this study, long wear matters across all product categories, but lipstick is the category where it earns the highest importance ranking among global consumers. Of all the product categories tested, lipstick is also distinctive in another way. It is the one where global consumers have more interest in natural and naturally derived ingredients. There are consumer groups with noticeably
stronger interest in lipstick with natural ingredients. Among the global sample, baby boomers (ages 59-70) uniquely place natural ingredients in their top five purchase drivers for lipstick. This generational group wears lipstick with more frequency and owns more lipstick tubes than younger generations. For brands considering an emphasis on
natural ingredients, lipstick products formulated to the needs of older consumers would find a receptive audience. From a regional perspective, European consumers also consider natural ingredients important in lipstick. French and Italian consumers ranked natural ingredients as 36% and 29% more important than the global sample. Even though consumers prioritize
performance features when they buy colour cosmetics, there is room for brands to add and promote sustainability benefits. Environmentally focused features are not driving consumer purchases today, but consumers do expect brands to offer products with exceptional performance and sustainable ingredients.
Satisfaction gaps When consumers are not satisfied with the product features that they value most, their
Figure 2: Purchase drivers
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