Beauty shopping is a pleasant and useful activity. Who and what influences our “beautiful” choice today, — in the material Marie Claire.
Tells marketing expert and strategistYulia Semakova.
In modern marketing, there is a traditional idea of rational and emotional buying. It is believed that men act more thoughtfully and reasonably (often according to plan, yes — it happens), but women, on the contrary, make more emotional purchases, guided by a sudden desire or impulse. Agree, such a division is somewhat outdated. Marketers of the largest companies have been actively implementing the approach of role-based purchasing models for several years. In such a category as cosmetics, 85% of purchases in Russia are still made by the beautiful half of humanity, which provides cosmetics for itself and all family members.
Conventionally, women as consumers of the beauty market from 16 to 65 years old can be divided into five groups that think differently and buy differently too.
Beauty fans and experimenters are the first and largest group. The youngest community by age (16-35 years old), which has the most teenagers going on a trip to the cosmetics stores for entertainment and active communication during the food tasting. They love to taste, touch, smell and discover new things. By the way, it is thanks to them that a large number of infantile cosmetic products with cartoon children’s prints in the yummy style appear in our stores. The age threshold of this group is now intensively decreasing — girls want and have the opportunity to actively choose cosmetics, especially make-up, thanks to the “TikTok” that blew up the market. By the age of 28, women, as a rule, already have solid consumer baggage in each cosmetic category and distinguish their favorite brands. The exception is the make-up, where the most novelties are produced and new product formats are constantly being offered. So it is difficult for those who are inclined to experiment to resist and choose favorites here.
Status-builders or image-makers. These are women of completely different ages, to whom their social status and the impression they make are very important. Basically, they buy luxury or niche brands, hunt for limited editions and collections that have been released in limited quantities.
“Naturalists” are the next actively growing group of customers. Those for whom the natural composition of cosmetics is fundamentally important or the significant presence of natural ingredients in the composition. This group is convinced of the unconditional power and usefulness of herbs, plant extracts, minerals and vitamins. For them, the purchase of cosmetics is an integral and organic element of their lifestyle and way of thinking. When choosing a face cream or hair shampoo, they will definitely check for the presence of confirmed eco—certificates and carefully read the composition: vegan or organic formulas are an unconditional motivation factor for buying.
“Enjoying” — so you can define the fourth group of connoisseurs. This is a very special category of people who are looking for non-trivial products with a special charm or zest. Aesthetics, packaging design, fragrance blend, authenticity of the products are very important for them … At the same time, there is another important requirement — the product must be as unique as possible, unbroken, non-trivial. Basically, such “connoisseurs” are already mature customers who have extensive experience, their own cosmetic beliefs and personal style, who know exactly what they need and are ready to pay generously for their choice.
“Minimalists” are the last actively growing category. They lead a fairly modest cosmetic life and do not believe that a rich beauty basket is necessary for active care. As a rule, minimalists do not use makeup and buy lipstick every five years, but they can update a jar of their favorite universal cream of the same brand in the same format every month, using it “from the face to the heels”. On the one hand, this is the most loyal audience, on the other — the most distrustful, meticulously reading the composition, using samples for a long time before deciding to buy the full format.
It would seem that each group named above has its own motives to buy, quite rational and logical — then what does emotion have to do with it? But no, women wouldn’t be women if they always “just followed the rules of the game.” Interestingly, the victory of a rational or emotional choice is often provided by many accompanying factors. For example,
The territory of emotional purchase includes: from makeup — lipsticks, eye shadows, nail polishes; from other categories — shower gels, bath foams, perfumes and home fragrances. Why?
The fact is that in the category of these products, the “input information” for the brain is color or smell, which are instantly tied into associations and memories, activating an emotional impulse. Interestingly, in this case, emotions when buying are included in four of the five consumer groups mentioned above, even minimalists are not able to resist and from time to time buy something special for their bathroom.
Especially for these categories, marketers create the so—called “candy store” effect – candy store. A cosmetics boutique for women is a shop of wonders, here you want to try everything, try everything on, smell everything, and caring consultants are specially trained to present each product as vividly, effectively and impressively as possible. Fragrance is the most powerful emotional magnet, it is a decisive factor in choosing any product, even in decorative cosmetics (although with the development of organic or vegan trends, more and more products without fragrances appear).
The territory of rational purchase is a category of so—called “white cosmetics”: creams, shampoos, foundation products, mascara, deodorants.
Here in our country, a “female engineer” is included, whose inquisitive mind requires answers to questions from the manufacturer: how does it work? and why does it work? It is extremely important for this category of buyers to understand that the product is effective and really solves the task for which it was created: eliminates dandruff, gives volume, lengthens, moisturizes for 24 hours, reduces wrinkles, prevents unpleasant odor. Everything that helps to verify the reality of the results is carefully studied and required from the manufacturer, namely, studies, graphs, figures, percentages, confirmation by medical specialists, patents, technologies, certificates. If the answers are found and add up to the construction “it works because …”, then the purchase is made with ease and confidence in the correctness of the choice.
We live in a system of sharing economy, where the exchange of opinions, knowledge and experience is the main currency. Therefore, the reviews of real consumers today have become a powerful incentive to make a decision about buying a cosmetic brand. In our country, the bar for the perception of a quality product is quite high: if the product is rated below 4.5 stars, many women are already skeptical (in Europe, the level of high confidence in the product starts from 4 stars in the cosmetics market). Celebrities have always played a big role in our mentality, but recently experts and professionals in their fields have come out on top in terms of trust. Today, less and less people believe singers and actors who perfectly beautifully show the product. On the other hand, highly specialized professionals — makeup artists, cosmetologists, fitness trainers, perfumers – or people with a non—standard life position and a good sense of humor are increasingly gaining credibility.
The traditional sales engine — direct advertising — is no longer working as efficiently. A more important incentive to purchase is the real and honest integration of the consumer into the brand: a joint choice of packaging, voting for the best expert, a choice of shades, an honest story about production, an invitation to the factory or even a real-time demonstration of the production process.
Women seem to become co-producers of the product, turn into voluntary ambassadors who promote the idea, the color of the limited palette or the composition of the product in every possible way.
During the pandemic, one of the fastest growing factors in making a purchase decision was the availability of cosmetic products in online retail or on marketplaces. Especially actively online stimulates the purchase of everyday funds. In the future, this trend will only grow, and marketers are already working very seriously with Big Data and artificial intelligence algorithms to form new motives for women to buy.