Cover Girl is Favorite Makeup, According to Market Force Consumer Survey

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Consumers describe their experiences with various cosmetics brands and reveal their shopping habits in a new survey from Market Force Information

Graph 1: Favorite Makeup Brand

Meanwhile, those characterized in the study as an 'everyday woman' or 'minimalist' exuded much more brand loyalty, and Cover Girl was their clear choice.

Cover Girl is consumers' favorite cosmetics brand, according to a Beauty survey conducted by Market Force Information, a worldwide leader in customer intelligence and customer experience management solutions.

The survey examined which cosmetic brands are most popular among consumers and why, as well as their favorite places to shop for cosmetics. It was conducted last month among Market Force's network of 300,000 independent mystery shoppers and merchandisers - consumers across the country dubbed The Forceā„¢. More than 5,000 consumers responded.

Cover Girl dominates among cosmetic brands
Seventy percent of the survey respondents said they wear cosmetics. Out of 60 cosmetic brands, Cover Girl was cited by 14 percent as their favorite, placing it on top. Clinique was second on the list with 10 percent of the mentions, and Maybelline (L'Oreal) and Mary Kay tied for third with 8 percent each. See Graph 1.

Brand trust is greatest influencer in makeup selections
When the consumers were asked what they loved most about their favorite makeup line, they chose brand trust over all of the other factors - the actual product attributes mattered much less. More than two thirds said they love their makeup because they trust the brand, while only one third cited loving it "because it feels wonderful." Factors like uses humane testing/is environmentally safe were not weighted strongly and emerged toward the bottom of the list. See Graph 2.

Cover Girl led the other brands in most of the attributes consumers care about most, scoring highest in categories such as great value, brand trust, wears well throughout the day and easy, no-mess application. Clinique was named second in brand trust and rated highest of all the brands in the uses humane testing/is environmentally safe category. Although Mary Kay was the fourth favorite cosmetics brand, it still scored well for several attributes, including ranking third for brand trust.

"When we drilled down into our data to determine which brands appealed to different types of makeup users, we discovered that the cosmetic enthusiasts--'cosmaholics' and 'aspiring stylists'--experiment with lots of makeup and no single brand stands out to them," said Janet Eden-Harris, chief marketing officer for Market Force. "Meanwhile, those characterized in the study as an 'everyday woman' or 'minimalist' exuded much more brand loyalty, and Cover Girl was their clear choice."

Makeup wearers want simplicity from their brands
A common sentiment that emerged in the survey is that makeup wearers want a natural and authentic look, rather than something ultra-modern. More than 40 percent selected the adjectives 'natural' and 'no fuss' to describe their favorite makeup line. Conversely, adjectives like 'edgy' and 'sassy' were at the bottom of the list. See Graph 3.

Most buy from mass retailers and drug stores, but Sephora a clear leader among specialty retailers
When consumers were asked where they go to purchase their cosmetics, their answers showed there is no one clear retailer category of choice. The majority - 29 percent - said they purchase them from mass retailers like Walmart and Target, and another 21 percent buy from drug stores such as CVS or Walgreens. Slightly fewer, about one in five, shop for cosmetics in department stores. Sephora was a crowd favorite in the specialty retailer category. Out of the 12 percent who reported buying cosmetics from specialty retailers, more than one third said they purchase from Sephora. Six percent of respondents had been to a home party in the past six months and two thirds of them saw the Mary Kay makeup line, although only 1 percent said they shop for cosmetics at home parties. See Graph 4.

The survey was conducted in March 2010 among the Market Force network of more than 300,000 consumers. The pool of 5,000 respondents ranged in age from 18 - 72 and reflected a broad spectrum of income levels, with 60 percent reporting incomes of more than $50,000 a year. Eighty three percent were women, the primary household consumer purchasers. Half of the participants said they have children at home.

About Market Force Information
Market Force Information, Inc. is the leading global customer intelligence solutions company for multi-location businesses including major retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged goods companies. With more than 120 years of combined industry experience, Market Force Information has pioneered the industry with a suite of customer intelligence solutions - from 300,000 field associates, to real customer surveys, to proprietary decision support tools - that provides a holistic view of the customer's on-site experience and identifies the actions required at the store level to increase customer loyalty and improve financial performance. For more information, please visit: and follow us on Twitter @MarketForce.


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