Slide 1: Sector/Watch Focus on Beauty
Slide 2: Contents  Beauty trends  5 groups of consumers  Media behaviour
Slide 3: Sector/watch – focus on Beauty → Introduction Methodology  TNS Media – research panel  Link possible with BMM by using panel  By mail and online  Field: 23th of October – 10th of November 2006  1 053 respondents  Representative for the Belgian population (12+)
Slide 4: Contents  Beauty trends  5 groups of consumers  Media behaviour
Slide 5: Are people afraid of ageing? Do men use make-up? Yes, 22% of the Yes, 5% of them does! population is afraid of ageing Does society put pressure on us to be increasingly beautiful? Do women prefer men who smell nice? Yes, 62% prefers men who have a nice smell 64% of the population thinks so! Is plastic surgery having increasing success? 7% of the population is prepared to go under the knife Are beauty products important for people to feel good? 42% of women thinks that beauty products are important
Slide 6: Sector/watch – focus on Beauty → Beauty trends Appearance score <=6/10 '7/10 >=8/10 38,4 26,5 30,5 Men/ Women 61,2 56,1 43,9 49,7 50,3 38,8 <=6/10 '7/10 >=8/10
Slide 7: Sector/watch – focus on Beauty → Beauty trends Is it important to take care of your appearance? Very important Important Neutral Not important Not at all 2,7 0,5 14,7 23,6 58,2 Men/ Women 56.6 75.8 Appearance score 6 17 5 9 0 48 24 36 43.4 24.2 28 18 36 73 80 98 (Very) important Not (Very) important Very important Important <=6/10 Neutral 7/10 Not Important Not at all >=8/10
Slide 8: Sector/watch – focus on Beauty → Beauty trends What influences your beauty? (1) totaly agree agree neutral not agree not agree at all Limit alcohol & tobacco Healthy eating & drink lot of water Sport Beautiful teeth & hair Healthy skin 0% 20% 40% 60% 80% 100%
Slide 9: Sector/watch – focus on Beauty → Beauty trends What influences your beauty? (2) totaly agree agree neutral not agree not agree at all Perfect removal Make-up Dress fashionably Sun tanned Plastic surgery 0% 20% 40% 60% 80% 100%
Slide 10: Sector/watch – focus on Beauty → Beauty trends Time spent in the bathroom During the week <10min 10-15min 15-30min 30-45min >45min At the weekend <10min 10-15min 2.7 13.2 39.1 15.2 29.6 15-30min 30-45min >45min 10.5 24.0 10.2 36.8 17.7 Who spends more time in the bathroom at the weekend than during the week?
Slide 11: Sector/watch – focus on Beauty → Beauty trends Time spent in the bathroom During the week <10min 10-15min 15-30min 30-45min >45min At the weekend <10min 10-15min 2.7 13.2 39.1 15.2 29.6 15-30min 30-45min >45min 10.5 24.0 10.2 36.8 17.7 Men/ Women 69.2 56.4 51.3 48.7 30.8 43.6 37.1 62.9 43 57 Men/ Women 68.1 72.2 59.6 51.4 48.6 31.9 40.4 39.3 27.8 60.7 <10min 10-15min 15-30min 30-45min >45min <10min 10-15min 15-30min 30-45min >45min
Slide 12: Sector/watch – focus on Beauty → Beauty trends Attitudes towards beauty totally agree Plastic surgery-not necessary agree neutral not agree not agree at all Having confidence in a product quality I love getting perfume as a gift Science cannot replace the benefits of nature Partner should take care of his appearance Taking care of one's appearance-pleasurable 0% 20% 40% 60% 80% 100%
Slide 13: Sector/watch – focus on Beauty → Beauty trends Attitudes towards beauty totally agree Buying a product-offering a gift agree neutral not agree not agree at all Important to wear perfume Ads for beauty products = integral part of magazine Products bought in the pharmacy are better quality Products bought in supermarkets = brand names Products bought in perfume outlets are better quality 0% 20% 40% 60% 80% 100%
Slide 14: Sector/watch – focus on Beauty → Beauty trends And if you could change something …3 choices ♀ Slimmer No fat- stomach No fat- buttocks & hips Permanent removal No sign of ageing White teeth Taller 23 21.3 17.9 29.2 29.1 37.7 53.2 No fat- stomach ♂ Slimmer Fit & muscular White teeth Tight stomach muscles Taller No signs of ageing 18.3 14.5 12.4 27.5 24.1 36.2 37.6
Slide 15: Sector/watch – focus on Beauty → Beauty trends Who buys beauty products within couples & families? ♀ Me Partner Me as much as partner Others Me Partner ♂ Me as much as partner Others 4.2 6.7 5.7 80.8 10.0 7.0 58.9 22.1 You must convince women to buy products!
Slide 16: Contents  Beauty trends  5 groups of consumers  Media behaviour
Slide 17: Sector/watch – focus on Beauty → 5 groups of consumers Caring Beauties Passionate Beauties Involved - Women - 15-24 years old - 21-44 years old - Higher education - Social groups 1-4 - Single Fanatic Beauties Not beauty minded - 25-54 years old - Average education - Social groups 3-6 - Actif - Men - 15-24 years old - Lower education - Not professionally active Natural Beauties Practical Beauties Beauty minded - 45 years and more - Lower education - Social groups 7-8 Not involved
Slide 18: Sector/watch – focus on Beauty → 5 groups of consumers Caring Beauties Prepared to pay more for products from the pharmacist Involved Passionate Beauties Products pharmacist of better quality Luxury brands Taking care of appearence is a pleasurable activity Not beauty minded Society forces to Beauty ads look attractive part of mag. Sensitive skin  careful Quality Science cannot replace nature Media standards of beauty are unrealistic Plastic surgery waste of time Makeup helps to Perfume is important feel more confident Like to try out new beauty products Beauty products to feel comfortable with themselves Attractive appearence Permanent makeup is more opportunities practical and saves time Tanning Prepared to try permanent make up Beauty minded No favourite Makeup isn’t necessary perfume/eau de toilette/after-shave Perfume only for special occasions My skin only needs some water and soap The information about personal care in magazines Buy beauty products on sale is trustworthy Multi-functional beauty Perpared to pay more for trendy products to save time or fashionable beauty products Appearence isn’t important No difference expensive beauty products and products in supermarkets Appearence partner not important Fanatic Beauties Natural Beauties Not involved Practical Beauties
Slide 19: Contents  Beauty trends  5 groups of consumers  Media behaviour
Slide 20: Sector/watch – focus on Beauty → Media behaviour Caring Beauties Passionate Beauties Involved - Internet - Magazines + + - Internet - Magazines Fanatic Beauties Not beauty minded - Internet + + - Magazines + + Beauty minded Practical Beauties - Internet - Internet - - Magazines Natural Beauties Not involved
Slide 21: Sector/watch – focus on Beauty → Media behaviour Caring Beauties Passionate Beauties Involved Fanatic Beauties Not beauty minded Beauty minded Practical Beauties Natural Beauties Not involved
Slide 22: Sector/watch – focus on Beauty → Media behaviour Where do you find beauty information? Packaging Point of sales Magazines Friends & family Specialists Folders Television Internet Newspapers Radio 3 6 13 18 20 29 33 36 38 49
Slide 23: Sector/watch – focus on Beauty → Media behaviour Where do you find coupons? Folders Packaging Point of sales Magazines Loyalty cards Newspapers Luncheon vouchers Internet Competitions Other Never us coupons 3 5 9 10 17 35 38 42 56 71 74 Source: Sector/ Watch - Medialogue, 2006
Slide 24: Sector/watch – focus on Beauty → Media behaviour Coupons in magazines  42% use coupons in magazines frequently  37% sometimes use coupons in magazines  14% rarely use coupons in magazines  Only 2% never use coupons in magazines (1.3% don’t know) Source: Sector/ Watch - Medialogue, 2006
Slide 25: Sector/watch – focus on Beauty → Media behaviour Buying… what is important? Qual/price Fragrance Price Sample Brand Explanations in POS Coupon 55 52 44 27 20 17 64 64 74 82 80 86 ♀ Promise of effectiveness Reputation ♀ ♀ Range Colour Attractive packaging * = Very important & important
Slide 26: Sector|watch More information about Beauty? If you want to know more about brand usage and preferences, contact us by email . marketing@medialogue.be