COLOUR COSMETICS
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Figure 3: Satisfaction gaps - colour cosmetics
satisfaction gaps are revealed. These gaps showcase the product features they expect cosmetics brands to improve. Overall, global consumers are not satisfied
with the long wear attributes of their colour cosmetics and these gaps are most prominent in liquid foundation. Almost seven out of ten global consumers
(69%) wear liquid foundation regularly and usage rates are consistent across generational groups. However, the generational cohorts differ in the types of satisfaction gaps they experience and in the significance of their gaps, proving that liquid foundation products that target unique consumer segments are necessary to meet consumer needs. Each generational group experiences
dissatisfaction with the long wear attributes of liquid foundation as seen in Figure 4. Yet it is Gen Z consumers (ages 16-26) who have the most significant long wear gap. In addition to expecting better long wear
attributes, baby boomers (ages 59-70) are equally dissatisfied with the coverage of liquid foundation. Millennials (ages 27-42) experience a unique satisfaction gap with the optical effects of liquid foundation products. Brands are offering more products with
enhanced optical effects. The research from this study confirms that consumers have significant interest in this feature. Among global consumers, blurring, soft focus, and other optical effects are not the exclusive desire of older consumers. Younger cohorts also put high importance
on these features and report satisfaction gaps. Figure 4 shows that Millennials (ages 27-42) have the highest satisfaction gap for this feature in liquid foundation. Regionally, consumers in the United
Kingdom (-15 pts.), Germany (-10 pts.), and Brazil (-8 pts.) also experience significant satisfaction gaps in the optical effects of liquid
www.personalcaremagazine.com Figure 4: Satisfaction Gaps – liquid foundation May 2024 PERSONAL CARE
foundation. The data from these consumer groups show that brands who offer products with improved performance for blurring, soft focus, visible wrinkle reduction and visibly smaller pores can win loyalty from consumers. General conclusions on consumer
satisfaction gaps point to larger trends worth noting. Among the generational groups, it is baby boomers (ages 59-70) who experience the most and the highest satisfaction gaps across all product categories. This underserved cohort has unique needs,
and they spend more per piece on colour cosmetics than younger generations. For brands looking to grow their engagement with Baby Boomers, they expect brands to use more clean and naturally derived ingredients in their colour cosmetics products. A regional difference of note is among
consumers in Brazil. Compared to other countries, they experience the most and the
highest satisfaction gaps in liquid foundation. In addition to closing significant gaps for long wear and coverage, they too seek products using more clean and naturally derived ingredients. They expect liquid foundation products to deliver on both performance and sustainability. As brands monitor the purchase drivers
and satisfaction of their consumers, they will uncover unique formulation opportunities. Formulating to improve the performance features consumers care about the most is crucial. Leveraging the formulation process to offer consumers the sustainability benefits they want is a way for brands to differentiate.
Sustainability defined It is important for suppliers, brands, retailers, and influencers across the colour cosmetics value chain to understand how consumers define sustainability. Their definitions and opinions can be a roadmap to formulate
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