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2019 B EAUTY CONSUMER BEHAVIOUR REPORT SINGAPORE (VERSION: PAID)

2019 B EAUTY CONSUMER BEHAVIOUR REPORT SINGAPORE (VERSION: PAID). Insights to aid in decision making and optimising your media usage. REPORT OUTLINE. REPORT OUTLINE. REPORT OUTLINE. ABOUT THE REPORT. ABOUT THE REPORT.

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2019 B EAUTY CONSUMER BEHAVIOUR REPORT SINGAPORE (VERSION: PAID)

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  1. 2019BEAUTY CONSUMERBEHAVIOUR REPORT SINGAPORE (VERSION: PAID) Insights to aid in decision making and optimising your media usage

  2. REPORT OUTLINE

  3. REPORT OUTLINE

  4. REPORT OUTLINE

  5. ABOUT THE REPORT

  6. ABOUT THE REPORT The data was gathered through an online survey that took participants 10 to 15 mins to complete. It took place in the month of April 2019. The participants were provided beauty treatments as incentives to take part in this survey with a few lucky winners receiving a grand lucky draw prize. No brand names were mentioned to prevent bias. Recruitment was done primarily via Facebook Ads, Banners, and Native Content Networks. A total of 1,684 women, who are based in Singapore, took part in this research process conducted by Daily Vanity. This sample size provides a 95% confidence interval with a 2.39% margin of error. This means should the survey be repeated 100 times, 95 times it will yield the same result with a +/- 2.39% difference in the values. This means that the survey is highly significant.

  7. PARTICIPANTS’ PROFILE - AGE Above 44 19 to 24 25 to 34 35 to 44 13 TO 18 3.92% 33.97% 42.10% 13.60% 6.41% Total Sample Size: 1,684 women from Singapore

  8. PARTICIPANTS’ PROFILE - ARE YOU A BEAUTY ADVOCATE? Beauty Advocates are defined as people who are constantly being approached by their friends and family for beauty advice, because they are perceived and trusted as people who have beauty-related knowledge. We asked the participants if they are constantly being approached by their friends and family for beauty advice. Above 44 19 to 24 25 to 34 35 to 44 13 TO 18 YES 68.18% YES 77.80% YES 79.55% YES75.11% YES 72.22%

  9. MEDIA INSIGHTS

  10. CREDIBLE BEAUTY MEDIA We asked participants to rate the credibility of the following media where they receive beauty related reviews, tips, and news. Do note credibility and potential reach has no direct relationship. While many brands are reaching out to Influencers to spread awareness, influencer outreach needs to be coupled with other credible media to give more credibility to the product as 45.16% of people don’t find Influencers credible.

  11. PRINT MAGAZINE PURCHASE Participants were asked if they have bought a print magazine in the past 6 months. Above 44 19 to 24 25 to 34 35 to 44 13 TO 18 NO 73.33% NO 87.24% NO 81.38% NO 71.18% NO 62.04% The downward trend is continuing even among the older age group. In 2018, 42.61% of women above >34 years old purchased print.

  12. TOP 3 PURCHASED PRINT TITLES Of the participants who bought print magazines in the past 6 months, these are the top 3 most purchased titles. #1: 48.78% #2: 48.17% #3: 35.98%

  13. TOP 5 CREDIBLE DIGITAL TITLES FOR BEAUTY CONTENT CONSUMPTION Daily Vanity is the only title of that started out as a digital publication that has made it into the top 5 credible websites for beauty content. The traditional titles retain brand credibility despite the rise of other female-focus digital magazines and the fall of print circulation/demand. #1: 76.37% #2: 42.22% #3: 34.14% #4: 22.57% #5: 21.56%

  14. REMAINING RANKS OF CREDIBLE DIGITAL TITLES FOR BEAUTY CONTENT CONSUMPTION

  15. TOP CREDIBLE DIGITAL TITLES AS RATED BY BEAUTY ADVOCATES 1,304 Beauty Advocates(defined as people who are constantly approached by their friends and family for beauty advice) indicated that these websites’ beauty content are considered credible to them.

  16. TOP 10 TRUST INFLUENCERS FROM SINGAPORE FOR THEIR BEAUTY CONTENT We asked participants to name Singapore influencer(s) whose beauty reviews/tips they trust 2 1 4 7 8 @naomineo_,4.19% @dreachong, 2.40% @jemmawei, 1.68% 9 5 3 @xiaxue, 11.02% @bellywellyjelly, 4.07% @sahursart, 1.44% 6 10 @speishi, 5.03% @xinlinnn, 1.44% @mongabong, 18.44% @oonshuan, 4.07%

  17. BEAUTY REVIEWS INSIGHTS

  18. BEAUTY REVIEWS We asked participants would they buy a beauty product if they can't find reviews online? 62.59% says... NO Do you have positive reviews flooding the first page on Google and YouTube? Imagine 10,000 people are keen in your brand and went on to search for your review. If they can’t find any, you instantly lost 6,259 sales!

  19. BEAUTY REVIEWS - WHERE? We asked participants how/where they get their beauty reviews from #1: 75.30% #2: 61.05% #3: 58.49% #4: 53.44% How can you tap into “word of mouth”? Look towards real influencers; the beauty advocates. People who are trusted among their friends and family because of their interest or job.

  20. BEAUTY REVIEWS - IMPORTANT ATTRIBUTES We asked participants to rank the importance level of the following attributes when they consume a beauty review for their research purposes.

  21. PURCHASING BEHAVIOUR

  22. PURCHASING BEHAVIOUR - CONSIDERATIONS We asked participants to rate the importance of these factors as part of their buying decision making process. Factors arranged in descending order (continues on next page)

  23. PURCHASING BEHAVIOUR - CONSIDERATIONS We asked participants to rate the importance of these factors

  24. PURCHASING BEHAVIOUR - MONTHLY SKINCARE SPENDING 13 TO 18 AGGREGATED 19 TO 24

  25. PURCHASING BEHAVIOUR - MONTHLY SKINCARE SPENDING 35 TO 44 25 TO 34 ABOVE 44

  26. PURCHASING BEHAVIOUR - MONTHLY MAKEUPSPENDING 13 TO 18 AGGREGATED 19 TO 24

  27. PURCHASING BEHAVIOUR - MONTHLY MAKEUP SPENDING 35 TO 44 25 TO 34 ABOVE 44

  28. PURCHASING BEHAVIOUR - BEAUTY PRODUCTS AS GIFTS 86.05% Likes to buy beauty products as gift for occasions like birthday, Christmas, etc. Do you have a gift bundle that is nicely packed, or with special designs? Is the pricing within range of gifting?

  29. PURCHASING BEHAVIOUR - ASIAN OR WESTERN PREFERENCE We asked the participants if they have any preference towards a certain region’s products

  30. PURCHASING BEHAVIOUR - ONLINE SHOPPING HABITS Fewer people purchase haircare products online as compared skincare and makeup products

  31. PURCHASING BEHAVIOUR - TOP 3 ONLINE SHOPS SKINCARE MAKEUP HAIRCARE 45.61% 28.92% 28.57% 24.47% 19.42% 18.11% 48.52% 27.26% 24.11%

  32. PURCHASING BEHAVIOUR - TOP 3 TYPES OF PHYSICAL STORES SKINCARE MAKEUP HAIRCARE DRUGSTORES SPECIALTY STORES BOUTIQUE OUTLETS SPECIALTY STORES DRUGSTORES BOUTIQUE OUTLETS DRUGSTORES SUPERMKTS SPECIALTY STORES 72.57% 63.84% 47.80% 71.79% 65.26% 54.16% 79.75% 38.54% 32.78% Examples of Drugstores are Watsons, Guardian, Unity Examples of Specialty Stores are Sephora, SaSa Examples of Boutique Outlets are Innisfree, The Face Shop

  33. SKINCARE

  34. SKIN TYPE - AGGREGATED COMBINATION OILY SENSITIVE DRY NORMAL 64.79% 11.40% 11.04% 8.49% 4.28%

  35. SKIN CONCERNS - AGGREGATED BLACKHEADS / WHITEHEADS 67.04% DARK EYE CIRCLES 58.31% VISIBLE / ENLARGED PORES 52.91% DULL / UNEVEN SKIN TONE 50.18% ACNE SCARS 41.86% ACNE / PIMPLE 41.69% TEXTURE ON SKIN (E.G SMALL BUMPS) 40.38% PIGMENTATION / DARK SPOTS / FRECKLES 38.90% EYE BAGS 28.80% REDNESS 23.81% CROW’S FEET 16.57% WRINKLES 13.36% SAGGING SKIN 11.05%

  36. SKIN CONCERNS - 13 TO 18 Y/O BLACKHEADS / WHITEHEADS 75.76% ACNE / PIMPLE 68.18% VISIBLE / ENLARGED PORES 60.61% ACNE SCARS 54.55% TEXTURE ON SKIN (E.G. SMALL BUMPS) 51.52% DARK EYE CIRCLES 50.00% DULL / UNEVEN SKIN TONE 37.88% EYE BAGS 27.27% PIGMENTATION / DARK SPOTS / FRECKLES 24.24% REDNESS 19.70% WRINKLES 7.58% CROW’S FEET 6.06% SAGGING SKIN 3.03%

  37. SKIN CONCERNS - 19 TO 24 Y/O BLACKHEADS / WHITEHEADS 77.10% DARK EYE CIRCLES 57.87% VISIBLE / ENLARGED PORES 55.59% ACNE / PIMPLE 52.10% TEXTURE ON SKIN (E.G. SMALL BUMPS) 51.57% ACNE SCARS 50.35% DULL / UNEVEN SKIN TONE 49.13% PIGMENTATION / DARK SPOTS / FRECKLES 29.90% REDNESS 29.02% EYE BAGS 27.80% CROW’S FEET 9.97% WRINKLES 6.47% SAGGING SKIN 3.32%

  38. SKIN CONCERNS - 25 TO 34 Y/O BLACKHEADS / WHITEHEADS 68.83% DARK EYE CIRCLES 62.76% VISIBLE / ENLARGED PORES 52.19% DULL / UNEVEN SKIN TONE 52.19% ACNE SCARS 41.47% ACNE / PIMPLE 40.34% TEXTURE ON SKIN (E.G SMALL BUMPS) 37.52% PIGMENTATION / DARK SPOTS / FRECKLES 36.67% EYE BAGS 29.76% REDNESS 23.84% CROW’S FEET 16.22% WRINKLES 10.30% SAGGING SKIN 8.46%

  39. SKIN CONCERNS - 35 TO 44 Y/O PIGMENTATION / DARK SPOTS / FRECKLES 58.52% DARK EYE CIRCLES 55.90% VISIBLE / ENLARGED PORES 55.90% BLACKHEADS / WHITEHEADS 53.71% DULL / UNEVEN SKIN TONE 53.71% CROW’S FEET 34.06% WRINKLES 34.06% ACNE SCARS 32.31% TEXTURE ON SKIN (E.G SMALL BUMPS) 31.44% SAGGING SKIN 29.69% ACNE / PIMPLE 28.82% EYE BAGS 27.51% REDNESS 19.65%

  40. SKIN CONCERNS - ABOVE 44 Y/O PIGMENTATION / DARK SPOTS / FRECKLES 68.52% DULL / UNEVEN SKIN TONE 42.59% DARK EYE CIRCLES 41.67% SAGGING SKIN 34.26% VISIBLE / ENLARGED PORES 32.41% EYE BAGS 31.48% WRINKLES 29.63% BLACKHEADS / WHITEHEADS 25.00% CROW’S FEET 23.15% ACNE SCARS 12.04% TEXTURE ON SKIN (E.G SMALL BUMPS) 12.04% REDNESS 7.41% ACNE / PIMPLE 6.48%

  41. MOST USED SKINCARE PRODUCTS - MORNING ROUTINE (TOP 10) #2 TONER 72.74% #5 SERUM 45.07% #8 EYE CREAM 26.54% #3 SUNSCREEN 68.59% #6 ESSENCE 33.31% #9 FACIAL SCRUB 14.73% #1 CLEANSER 87.59% #4 MOISTURISER 64.61% #7 LOTION 28.80% #10 EYE SERUM 13.3O%

  42. MOST USED SKINCARE PRODUCTS - MORNING ROUTINE (11 TO 13) #11 MASK 13.12% #12 FACIAL CLEANSING DEVICE 8.14% #13 AMPOULE 4.93%

  43. MOST USED SKINCARE PRODUCTS - MORNING ROUTINE (FORMAT BREAKDOWN) #1 FOAM 46.32% #2 GEL 29.39% #1 SHEET MASK 10.81% #3 CREAM 18.29% #2 WASH-OFF 7.24% CLEANSER #4 POWDER 3.15% MASK #1 APPLY-ON 65.02% #1 CREAM 38.06% #2 SPRAY-ON 5.29% #2 GEL 31.18% MOISTURISER #3 SUPPLEMENT 3.44% SUNSCREEN

  44. MOST USED SKINCARE PRODUCTS - NIGHT ROUTINE (TOP 10) #2 TONER 73.16% #5 SERUM 51.07% #8 (TIED) ESSENCE & CLEANSING OIL 29.16% #3 MOISTURISER 62.65% #6 MICELLAR WATER 39.37% #10 LOTION 28.62% #1 CLEANSER 80.05% #4 MASK 58.43% #7 EYE CREAM 34.98%

  45. MOST USED SKINCARE PRODUCTS - NIGHT ROUTINE (TOP 11-25)

  46. MOST USED SKINCARE PRODUCTS - NIGHT ROUTINE (FORMAT BREAKDOWN) #1 FOAM 57.48% #2 CREAM 23.99% #1 SHEET MASK 39.85% #3 POWDER 4.57% CLEANSER #2 SLEEPING MASK 34.86% #3 WASH-OFF 7.24% MASK #1 CREAM 41.45% #2 GEL 24.82% MOISTURISER

  47. TRUSTED SKINCARE BRANDS RANKING We asked participants to select skincare brands which they trust. A list of known skincare brands were listed in alphabetical order. Participants were also allowed to input brand they trusted that werenot listed by filling in the “Others” field. Trust is defined as a positive perception or confidence in the brand being able to deliver. While it is usually positively correlated with sales, do note it is not on a 100% correlation basis. Meaning high trust does not equate to high sales as one may trust the brand but has not bought it before for a variety of reasons. It does however indicate potential market share/sales. The trust ranking allows the brand to discover opportunities and/or weaknesses in certain age group, thus enable the brand to plan for long-term sustainability as compared to short-term goals. It also allows the brand to re-evaluate the media they have been using over the past year. Do note to compare in relative of the competitors’ choice of platform. Eg, brand A and brand B both uses platform A which is effective but brand A has higher ranking possibly due to bigger investment in platform A. Brand trust equity building is a delicate balance between maximising reach and using platforms that pairs the brand with positive branding.

  48. TRUSTED SKINCARE BRANDS RANKING - TOP 10 (AGGREGATED)

  49. TRUSTED SKINCARE BRANDS RANKING - #11 TO 50 (AGGREGATED)

  50. TRUSTED SKINCARE BRANDS RANKING - TOP 50 (13 TO 18 YEARS OLD)

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