Interpretation of Beauty
Understanding Consumer Buying Behaviour for
Beauty Products
Nishanth WarrierVipin NairBhavesh SharmaKunal JoshiBhavna Vaja
Content
• What is a beauty Product?• Products• Brands Available in India• ASSOCHAM Industry Report • Understanding consumer Behaviour• Conclusion
What is a Beauty Product?
Substances used to enhance the appearance or odor of the human body. They are generally mixtures of
chemical compounds, some being derived from natural sources, many being synthetic
“Intended to be applied to the human body for cleansing, beautifying,
promoting attractiveness, or altering the appearance without affecting the
body's structure or functions."
Products
Skin-care creamsLotions
Powders
Perfumes
LipsticksFingernail and toe nail polish
Eye and facial makeupColored contact lenses
Hair colors
Hair sprays and gelsDeodorants
Hand sanitizer
Brands in India - Synthetic
Brands in India - Natural
ASSOCHAM Industry Report
Current Rs.10,000 cr will double to be
Rs 20,000 cr by 2014
Young urban elite populationRising disposable incomes
Increase in working women Purchasing power
Rising fashion consciousnesspromotional activities
Rural expansion and are offering specialized products
ASSOCHAM Industry Report
Two important categories resulting
growth
Respondents’ age bracket
57%40%
3%
Age group
18-25 26-30 30-40
A majority of the respondents fell into the 18-25 and 26-30 age bracket. So this research will give us an idea of the
consumer behavior of women with respect to beauty products in the 18-30 age range
How much are women willing to spend on beauty products?
54% of women would spend more than 50% or more of their income on beauty products
Below 50%46%
50%29%
More than 50%20%
100%6%
Spends
What do women primarily use beauty products for?
To be hygenicTo be pampered
To look attractiveConfident
0
5
10
15
20
Primary use
Majority of women use beauty products to look attractive and to feel confident.
How easily do women switch beauty brands?
Switching brands
EasilyRarely
Women rarely switch brands, showing that brand loyalty is high for beauty products.
Why would women experiment new products?
Interesting Free samples Available in small packs
02468
10121416
Women love free samples and a majority of them would experiment a new brand if they are provided with some.
What are the important factors while buying a beauty product?
Total
2.7
2.8
2.9
3
3.1
3.2
Important factors while buying
Average of Ranking to the factors important while buying [Brand]Average of Ranking to the factors important while buying [Price]Average of Ranking to the factors important while buying [Quality]
The brand name and the quality of the product are the more important than price while selecting a beauty
product
Are women usually open about the products they use?
No14%
Yes86%
A majority of the women are very vocal about the brand they use. This means the word of mouth propagation of
the brand name has a tendency to be high.
What do women get easily influenced by?
Friends opinion
66%
Interesting ads23%
Online review11%
Opinion of friends about a particular brand or product is the major influencing factor for women.
Do women feel that a brand ambassador is important for a product?
Total
A mustNot necessary
Women feel brand ambassadors are not necessary for a product and does not affect their decision making
Do women always look at the choices available?
Check different brands available Direct pickup the brand I always use0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Total
Total
This research shows that women tend to directly pick up the brand they always use than checking for different
brands available.
What are the first things they check for in a new product?
Content43%
Offers9%
Price49%
The research shows that when women are looking for new products they do look at price and content equally.
Are women open to trying new products if they are offered one?
I will ac-cept but not use it
26%
I will try it74%
Total
A majority of women are open to trying out a new product which they are offered.
What do women do when they have a bad experience with a brand?
17%6%
71%
6%
Total
Complained online Did nothing about itDiscussed it with friends Wrote bad reviews
Majority of women discussed their experience with friends
If the preferred brand is unavailable
49%51%
I will still try to get it Switch the brand
Women might/might not switch brands (no brand loyalty)
Best Advertising Campaign
20%
11%
40%
29%
Total
All ages, all races, all sexes Be UnforgettableBecause you’re worth it On Top of the World
Because you are worth it resonated most with the respondents
What is women’s perception of their own knowledge of wearing make up?
71%
29%Good Minimal
Majority of women think that their knowledge of wearing make up is good.
What women think of sales people?
14%
49%
37%
Annoys after certain point Help us to know the product betterShould not push the product too much
Majority of women think that sales people can help them understand the product better.
60%
40%
I am not much active I am part of the brand community
Majority of women are not that active on social media
Do women interact with their favourite brand on social media?
Most preferred brand
Amaya1%
Avon1%
Avon 2%
Bobbi brown1%
Chanel2% Colorbar
2%Dove2%
Elle 181%
Garnier1%
Guess1%Lakme
28%
L'oreal15%
Lotus3%
LUX1%
MAC3%
Maybelline12%
Nike1%
Nivea1%
Oriflame2%
Pears1%
Ponds3%
Revlon8%
sheer cover1%
shehnaz hussain2%
VLCC2%
VOV1%
Lakme followed by L’oreal & Maybelline
Conclusion• Women tend to spend a large part of their income on beauty products because it helps
them look attractive and feel confident. This finding was also resonated in the finding where women connected best with the ‘Because you’re worth it’ ad campaign.
• A majority of women do not easily switch brands, but if the brand they buy is unavailable, they do get a slight tendency to switch brands. So brand availability in the market is crucial.
• Women are not too concerned about the price of the product they regularly buy, but they do check at the price of a new product they are buying to check if the product is worth the content.
• The small percentage of woman who don’t have a proper knowledge about make up can be educated, thus increasing the usage of the beauty products.
• Women are vocal about the products they use. They can a double edged sword.
Thank You