Beauty products are a necessity, not a luxury, according to About.com’s 2010 Beauty Study, which found that over two-thirds of respondents will still purchase beauty products even while watching their budgets. Eighty percent plan to spend more or the same this year on cosmetic products.
The survey, conducted online in August, investigated how consumers shop for beauty products, what influences their purchase decisions, and what they’re looking for in beauty products.
It revealed that the 1,952 respondents use beauty products for several reasons:
- 69 percent use them to make sure hair and skin stay healthy
- 67 percent use them to help solve specific skin and hair problems
- 59 percent use them to maintain a certain look/style
- 55 percent use them to look the best for their age
Consumers reported that they love products that offer free samples or coupons, but they also said recommendations from friends (55 percent) and experts (43 percent) are factors in motivating them to try new beauty products. Sixty-nine percent of respondents said that celebrities are also a big influence, especially for haircuts and styles.
Over half of participants also showed a preference to well-known brands over generics because they are more reliable and are perceived to have higher value: consumers prefer established brands over generics for cosmetics (73 percent), skin care products (72 percent), and hair care products (67 percent).
The survey found that despite the economic situation, consumers are willing to pay for beauty products if they meet their needs; almost half (47 percent) said price was not a factor if a product solved their beauty problem.
