Women recognize that not all beauty products are created equal, but what makes one product better than the rest? When shopping for new beauty products, women are often willing to overlook price and brand name, favoring products that address their specific beauty concerns and leverage natural, clean ingredients with unique benefits. As part of the POPSUGAR Insights 2019 Beauty DNA Report, we asked US women between the ages of 13 and 54 to tell us about their approach to beauty and share more about how they shop for beauty products.
When buying makeup, over 1 in 3 women prioritize a specific beauty need. They're more likely to focus on a specific beauty need than they are ingredients or price. Whether they're looking to cover up acne or highlight their cheekbones, women would rather ensure they're getting the job done than stick to a budget. This holds true for hair care as well, but women also place a spotlight on ingredients when it comes to products like shampoo and conditioner. Women are over +60% more likely to prioritize ingredients when shopping for hair care products than when purchasing makeup.
For skincare, women prioritize ingredients above all else. While over 1 in 3 women choose a skincare product based on a specific beauty need, an even greater number of women research the ingredients before making a purchase.
Given how important it is for beauty products to help with a specific beauty need, it's imperative brands become more inclusive, offering a wide range of products that meet the unique demands of all consumers. And beyond inclusivity, as more women hold brands accountable for the ingredients featured in their products, brands must find new ways to communicate what goes into their products and their distinct benefits.