Mirror, Mirror on the Wall

Mirror. Mirror on the Wall... Buying Habitse Beauty Shopper BEAUTY PRODUCT BUYERS ARE MORE LIKELY THAN THE AVERAGE PERSON tO BE: 96% 88% 80% 78% 70% 68% DIY- enthusiast SUV- driver Pet- owner Body- conscious Married Parents *Read, "Beauty product buyers are 96% more likely to be DIY-enthusiasts." Almost 1 out of 5 online video consumers discover new beauty product, through advertisements, while the same amount equally relies on frionds. And whilo all ago demos roly on adverts to find new products, those percentages peak in the 18-34 and 55+ age ranges. How do you most often find out about mew ADULTS 18-24 20% beauty/grooming products? beauty produets through 21% 15% ADULTS 35-44 Odult 45-54 19% Most often find Other out about пew 14% Advertisements Adults. 55-64 22% & ADULTS 65+ 19% In-store Shopping 14% 19% advertising 15% Friends/Word of Mouth 18% Magazines Online Reviews/Blog What forms of advertising most influence you to buy a new beauty/grooming product? 13% 18% 28% 13% 10% 15% TELEVISION ONLINE MAGAZINES IN-STORE NEWSPAPER? OTHER What influences DISPLAYS COUPONS AMONG ALL ADVERTS, TELEVSION REIGNS SUPREME FOR you the most to try a now beauty/grooming product? BEAUTY/GROOMING PRODUCTS, REINFORCING THE IMPORTANCE IT'S SIMPLE: RESULTS, CANADIANS ARE ALMOST TWICE AS LIKELY TO BE NFLUENCED BY TESTMONALS/RESULTS COMPARED TO AMERICANS. THUMBS UP FROM A FRIEND HOLDS THE SECOND MOST SWAY FOR CANADIANS, FOLLOWED OF THE EMOTIONAL SIGHT/SOUND CONNECTION FOR "IMAGE 26% TESTIMONIALS/RESULTS 19% FRIEND RECOMMENDATIONS 14% SALES/PROMOTIONS 7% CELEBRITY ENDORSEMENTS 7% PROFESSIONAL REVIEWS 12% OTHER WHAT DRIVES TRIAL? PRODUCTS. BY PROMOTIONS AND CELEBRITY ENDORSEMENTS. OTHER 82 WHERE DO YOU SHOP FOR BEAUTY/GROOMING TV INFOMERCIAL C2 SHOPPING b NETWORKS 20 DRUGSTORES ONLINE 122 PRODUCTS? Misacloo Staff most BEAUTY SHOPPERS VISII DRUGSTORES AND DEPARCMENT STORES to MAKE CHEIR PURCHASES, BUT ALMOST 202 SHOP EITHER ONLINE OR BY WATCHING SHOPPING NETWORKS on tu. SPECIALTY RETAIL STORES 87 282 STORIS DEPARTMENT WHAT MOST INALUENCES ONLINE CELERIV EIORSEMIENIS SHOPPERS TO TRY A NEW BEAUTY?GROOMING PRODUCT? PRODUCT INGREDIENTS TESTIMONIALS! RESULTS 92 412 FRIEND RECOMMENDATIONS 9% SALES/PAOMOtIons Interestingly, those who shop for beauty 162 products online are less Nerave consumer, an recommendations than the a more likely to go with the testimonials/results and professionals when trying a new product. to friends' PROFESSIONAL REUIEWS Ovideology SOURCE: VIDEOLOGY, CANADA 258 RESPONDENTS TO ONLINE SURVEY, APRIL 2013.