Consumer Trends: How to Dazzle Beauty Enthusiasts with your Brand

The Attest Consumer Trends Reports are in-depth explorations of a predefined consumer group. Consumers who self-identify with the behaviours or demographic categories of this group are surveyed and asked about their market-specific views, and consumer habits more generally. 

The preferred brands, influencers and social media platforms, as well as their priorities when considering and making purchases are all interrogated in a consistent format within each Consumer Trends Report. 

This report includes: 

• Behaviours and interests of beauty enthusiasts, specifically their sentiments towards beauty brands
• Social media and shopping habits of this consumer group within the beauty market, and more widely
• Market and brand awareness
• Key takeaways for brands looking to target this unique segment of the market

Top 10 beauty brands according to beauty enthusiasts: 

1. MAC
2. L’Oréal
3. Nivea
4. Chanel
5. Dior
6. Clinique
7. No. 7
8. Estée Lauder
9. Maybelline
10. Benefit

Key Findings: 

This is a dynamic industry to be involved in at the moment. Social media has democratised the beauty world and, as people turn away from huge celebrities and labels and towards micro-influencers and vloggers, there’s an optimism that small brands could win big in this area. What’s more, men’s makeup is on the rise, with Chanel set to release their first ever makeup range aimed at men (Boy by Chanel).

In addition, this is an exciting consumer segment to be aiming at from a brand perspective, since they’re very willing to spend money. These are people who pride quality over quantity or wide range. Their favourite advertising is the tailored offering of social media, and they would be most motivated to buy (or to switch brand) because of quality.

Beauty enthusiasts stay educated about the industry, in the pages of showbiz and lifestyle. And, like most of the population, they use Facebook as their go-to social media platform. It could, therefore, be worthwhile maintaining a presence in print, and on the older social media sites, as well as setting out to dominate the beauty-heavy feeds of Instagram.

Makeup brands are, predominantly, ruling over this sector when it comes to brand awareness, and the big labels are still prevailing. That said, 121 brands were named overall, demonstrating that there’s a sea of smaller brands lying beneath these titans, all succeeding in securing business and awareness.

The inclusion of Fenty Beauty in recent adverts remembered is particularly notable, since they are only a year old. This is a brand that majors on diversity (their debut foundation collection broke records with its 40 different colour shades, and their first advert starred the male entertainer Blame It On Kway as its starring face). Making a splash with consumers, by making sure you’re authentic and inclusive is, happily, a route to success.

This is a huge segment, full of enthusiasts willing to spend a lot, and pay a lot of attention to your ads. Ensure you tailor your offering as much as possible to individuals, and you’re more likely to catch their aesthetically-trained eyes.

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