Beauty may be in the eye of the beholder, but beauty dollars are in the hands of the consumer. And grabbing a portion of those dollars is on the minds of retailers.
Helping them figure it out is Allure magazine, owned by WWD parent Condé Nast, which conducted its annual in-depth study detailing what influences American women's beauty purchasing decisions.
The Allure Catalyst Report polled more than 2,600 women, ages 18 to 64, online, between April 25 and May 11. They logged a total of more than 1,300 hours sharing their thoughts for the survey.
Among its findings, the report reveals that on average, women use 13 beauty products at least once a week, and regularly use seven brands. The average woman spends 40 minutes a day on beauty — nearly double the time she spends commuting to work — and on average, it would cost $199 to replace all of her beauty products.
Where is she likely to do that shopping?
The survey revealed that mass channels gobble most of her beauty dollars. Price appears to be a key factor, as "the expense of products" ranked first in a list of things consumers liked least when shopping for beauty products, with 55 percent.
When asked where they have shopped for beauty products in the past six months, 64 percent said discounters, while 40 percent said they bought beauty products at drug stores. Department stores captured 21 percent and supermarkets drew 20 percent.
Specialty retailers, like Sephora or Ulta, grabbed 12 percent, as did beauty salons and dollar stores. Door-to-door sales, like Mary Kay or Avon, accounted for 19 percent, while 14 percent said they shopped online.
Among online shoppers, the top five reasons for letting their fingers do the clicking were:
-- Getting a product I couldn't get anywhere else: 28 percent.
-- Taking advantage of a special online offer: 24 percent.
-- Refilling a product I already use: 21 percent.
-- It's less expensive online: 21 percent.
-- To avoid going to a store: 20 percent.
Getting free samples topped the list of what women like most about beauty shopping. When asked to pick three favorites, 30 percent cited freebies and 28 percent said "finding a bargain." As 27 percent said "the possibility of finding a great product," 24 percent said "treating or indulging myself."As for brand loyalty, 40 percent said another thing they disliked about beauty shopping was the risk of not knowing whether a product will work. Just over half (51 percent) said they would rather stick with a product they know has worked, and 65 percent said they've been using many of the same beauty brands for years.
Even if a product is working for them, 28 percent said they prefer to try new beauty products, and 25 percent said it doesn't take much to get them to switch brands.
Beyond price, the in-store experience makes a difference in consumers' opinion of beauty shopping. Among other "least enjoyed" factors:
-- 39 percent cited pushy salespeople.
-- 27 percent said "not finding what I'm looking for"
-- 23 percent said not understanding what products are right for them, as well as being overwhelmed by too many options.
Other factors included dealing with crowds (21 percent); unknowledgeable salespeople (18 percent); waiting in line (11 percent), and stores that are hard to navigate (7 percent).
Most women won't leave the house without four beauty products in their handbags, on average, and they mostly pertain to the lips. Lip balm topped the list, with 45 percent; hand/body moisturizer grabbed 35 percent; lipstick took 31 percent; lip gloss, 29 percent; beauty implements and fragrance/perfume took 16 percent each; mascara garnered 10 percent; 7 percent take foundation, and 6 percent take blush or bronzer as well as eye shadow.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye