belgian beauty secrets
DESCRIPTION
#Femininsight survey by Sanoma Media: some 3.000 Belgian #women surveyed about their daily life and media usage - #research conducted by Gfk - focus on beauty habits and the use of make-up. With additional information on their preferred inspiration sources for this topics.TRANSCRIPT
Belgian beauties
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There’s no such thing as the ‘Belgian woman’ She’s different types with different needs
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evasionista
Satisfied with her appearance Emotional
shopper Trendsetter It doesn’t take a lot of effort to be
beautiful Influential Seldom leaves the house without
make-up on
Beauty is FUN
started wearing make-up before 16
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traditionalista
Beauty comes from within
Loyal to her favourite brands
Price-conscious shopper Plastic surgery is useless and
unnecessary Natural look
started wearing make-up later than than the average (20y +)
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ambitionista
Beauty is about showing off
It takes a lot of effort to be beautiful
Influential Big spender Known brands
Personalized lookBeauty products help her to
feel goodLooks are as important as
inner beautystarted wearing make-up before 16
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harmonista
Beauty is about being authentic
Important that her appearance is accepted by her
environment
Emotional shopper Simple & natural look
Plastic surgery is unnatural
started wearing make-up at 17-18
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rationalista
Being beautiful is being natural
Loyal to her favourite brands
Ecological shopper A good skin care and hygiene
are importantNatural look
started wearing make-up later than the average (20y +)
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epicurista
Beauty is about keeping up
appearances
Big spender Known brands
Beauty is funSeldom leaves the house without make-up onWould consider plastic
surgery
started wearing make-up between 16 and 20
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57%
make-up (products) help women feel better about themselves
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40%agrees
women with make-up on are more sexy
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a duty 1-2
3
a pleasure 4-5
0% 10% 20% 30% 40% 50%
49%
using make-up is a pleasure
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CONTROL
INDIVIDUAL
HARMONY
OPEN
Harmonista
Traditionalista
Evasionista
Rationalista
Epicurista
Ambitionista
DUTYPLEASURE
use of make-up
NEUTRAL
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total (%) rationalista epicurista harmonista traditionalista ambitionista evasionista
16 91 79 92 92 106 193
use of make-up
I often change my make-up style
It takes an effort to use make-up every morning
total (%) rationalista epicurista harmonista traditionalista ambitionista evasionista
47 104 93 107 117 92 76
Make-up is useless
total (%) rationalista epicurista harmonista traditionalista ambitionista evasionista
14 134 48 103 100 97 94
41%
uses make-up every day
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CONTROL
INDIVIDUAL
HARMONY
OPEN
Harmonista
Traditionalista
Evasionista
Rationalista
Epicurista
Ambitionista
RATHER NOT EVERY DAY
RATHER EVERY DAY
frequency
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innovators (first to buy new beauty products) & early adopters are a small minority in the Belgian female
population
11%
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adoption process
inno
vato
rs
early
ado
pter
s
early
maj
ority
late
maj
ority
lagg
ards
0
5
10
15
20
25
30
35
40
The ambitionistas & the epicuristas are the first to buy new beauty products, followed by the evasionistas
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has some influence about make-up
20.5%
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Trendformer
3%
Communication: During the past 4 months I’ve shared my opinion with more than 6 people
Transfer of knowledge:I am able to inform them well
Conviction:I am able to convince them
Connector6%
Expert9%
Saleswoman17%
Influentials reinforce your (make-up) brand
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• Click to edit Master text styles– Second level• Third level
– Fourth level» Fifth levelrationalist
aepicurist
aharmonist
atraditionalis
taambitionis
taevasionist
a
17,3% 25,5% 13,4% 10,2% 38,3% 27,1%
MAKE-UP INFLUENTIAL
rationalista
epicurista
harmonista
traditionalista
ambitionista
evasionista
0,9% 3,1% 1,9% 0,6% 11,1% 3,5%
MAKE-UP TRENDFORMER
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spends the same or more than 5 years ago on make-up
87%
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the monthly make-up budget of Belgian women
€50-€74
€25-€49
€10-€24
€0-€9
less than €25
2,5%
14%
36%
38%
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monthly make-up budget
€50-€74
€25-€49
€10-€24
€0-€9
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Make-up beauty case: what’s in it?
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What's the one make-up product you could absolutely not live without?
24%
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evasionista
Beauty is FUN
TOP 5 essentials
mascara 31%
kohl pencil 16%
eyeliner 9%
foundation 6%
blush 4%What's the one make-up product you could absolutely not live without?
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traditionalista
Beauty comes from within
TOP 5 essentials
mascara 17%
uncolored neutral base
12%
kohl pencil 11%
foundation 9%
(classic) lipstick 3.5%What's the one make-up product you could
absolutely not live without?
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ambitionista
Beauty is about showing off
TOP 5 essentials
mascara 30%
kohl pencil 15%
foundation 9%
eyeliner 6%
blush 3%
What's the one make-up product you could absolutely not live without?
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harmonista
Beauty is about being authentic
TOP 5 essentials
mascara 19%
kohl pencil 13.5%
foundation 12%
uncolored neutral base
9%
eye concealer 4%What's the one make-up product you could absolutely not live without?
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rationalista
Being beautiful is being natural
TOP 5 essentials
mascara 21%
foundation 12%
kohl pencil 9%
uncolored neutral base
8%
eyeshadow 5%What's the one make-up product you could
absolutely not live without?
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epicurista
Beauty is about keeping up
appearances
TOP 5 essentials
mascara 29%
foundation 12%
kohl pencil 9%
uncolored neutral base
7%
(classic) lipstick 5%What's the one make-up product you could
absolutely not live without?
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67%
is looking for some kind of information about (new) make-up (products/tips)
Women use traditional channels for information about make-up
media
Ranking
Source %
1 magazines 23%
2 visit to shop 22%
3 brochures shop/brand 21%
4 conversations w/ friends, family, ...
16.5%
5 television 14%
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What kind of information sources do you use for inspiration about/before buying beauty products?
42%agrees
women’s magazines are the best source of information about new beauty trends
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CONTROL
INDIVIDUAL
HARMONY
OPEN
Harmonista
Traditionalista
Evasionista
Rationalista
Epicurista
Ambitionista
magazine readers
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young & controversial magazines
young & upscale magazines
upscale monthlies &decoration magazines
information & women interests
magazines
TV & people & women interests magazines
people & women interests magazines
prefers articles with tips about the use of a (beauty) product63%
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42%
likes reading testimonials about beauty products
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25%
often follows beauty tips read in women’s magazines
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What about (beauty) ads in women’s magazines?
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thinks beauty ads in women’s magazines are the best information sources about new products
35%
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beauty ads belong in women’s magazines
36%agrees
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19%
often often buys a product after having seen it in a women’s magazine
prefers beauty ads showing the product / packaging
42.5%
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61%
prefers ads that explain how to use the product
only9%
prefers ads with famous people
41%
prefers ads with a ‘scientific’ approach
Advertising should be…
total (%)
rationalistaindex
epicurista index
harmonista
indextraditionalista
indexambitionista
indexevasionista
index
honest 63 99 98 111 104 92 94
credible 49 101 95 104 104 103 93
clear 46 99 107 101 111 90 85
informative 43 110 94 95 109 90 92
original 26 94 104 93 78 119 131
amusing 21 110 80 87 100 108 122
intriguing 17 92 126 92 84 112 95
creative 15 89 106 77 46 163 157
practical 14 92 101 131 130 66 68
identification 7 103 113 76 85 87 137
advertising should be…
There’s no such thing as the ‘Belgian woman’ She’s different types with different needs
http://omnimediavore.blogspot.com
Belgian beauties
Source :@iewoman #Femininsightcompiled by @vansan2010
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