THE BEAUTY-REPORT

Abstract , 18th of December 2018 LET'S SHED SOME LIGHT on the dark

ONLINE SURVEY BASIC CHARACTERISTIC OF THE with 6,925 respondents TARGET GROUP TYPOLOGY Beauty-minded people who use face care cosmetics, decorative cosmetics or hair care THE BEAUTY MARKET DEFINED products at least several times a week Face care cosmetics, decorative cosmetics and hair care 61 15 17 beauty brands in all brands for detailed TV formats in the analysis survey

2 2 MEDIPHARMA COSMETICS

ISANA 61 BEAUTY BRANDS NEUTROGENA

EDDING JOHN FRIEDA from three categories NIVEA ELVITAL BEBE LOV OLAZ EOS ALPECIN BENEFIT L‘ORÉAL PARIS PANTENE PRO-V ESSIE BIOTHERM ALTERRA PLANTUR EUBOS L‘ORÉAL PARIS REVITALIFT ALVERDE CATRICE REVLON ANNEMARIE BÖRLIND CHANEL EUCERIN LABELLO ARTDECO CLARINS GARNIER FRUCTIS SALLY HANSEN

ASTOR LAVERA CLINIQUE GARNIER SKINACTIVE SCHAEBENS AUSSIE DESSANGE GARNIER WAHRE SCHÄTZE MAC SCHAUMA AVON DIADERMINE GLISS KUR MANHATTAN BALEA SCHWARZKOPF DIOR BATISTE GUHL MAUI MOISTURE SHISEIDO DREI WETTER TAFT HEAD & SHOULDERS MAX FACTOR SYOSS HERBAL ESSENCES VICHY MAYBELLINE

15 brands for detailed analysis WELEDA

3 HOW TO WIN OVER YOUR TARGET GROUP

Selecting the right channels and media brands is crucial to the success of your campaign! 17 TV FORMATS SURVEYED From the TV stations RTL, Sat.1, ProSieben and Vox

MAGDA MACHT DAS SCHON! DER LEHRER DIE HÖHLE DER LÖWEN DER BACHELOR LET’S DANCE SHOPPING QUEEN GZSZ GERMANY’S NEXT TOPMODEL

DAS SING MEINEN SONG EXCLUSIV

DSDS

ALARM FÜR COBRA 11 DAS PERFEKTE DINNER

NINJA WARRIOR GERMANY ZWISCHEN TÜLL UND TRÄNEN

5 BEAUTY BRANDS NEED QUALITY MEDIA TV advertising enjoys the highest acceptance rate and is therefore indispensable to the communication of strong brands! INDEX

COSMETICS ADVERTISING 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180 190 200 210

…is informative

…is interesting

…whets consumers' appetite for the product

…is entertaining

…is inspiring

...is credible

…puts me in a good mood

…is simply a must

…is a nuisance

…goes unnoticed by me

Television Internet Plakat Radio Advertising Journals/magazines Cinema Daily newspapers Beauty-minded consumers n = 6,636 papers/mailshots 6 AWARENESS DRIVES AFFINITY AND PURCHASE

Awareness of, affinity for and intention to purchase face care brands, in %

Size of bubble: purchase Brand affinity intention 80

70

60

50

40

30

20 20 30 40 50 60 70 80 90 100 10 0 Brand awareness

Respondents n = 6,925 | Note: values rounded to the nearest whole number. YOU NEED TO BE FAMILAR WITH THESE EIGHT TYPES

A clearly differentiated target group typology based on values is crucial for brands in the beauty segment. OVERVIEW of the eight beauty types

Trendsetters Natural Beauties

10% 12% Minimalists Brand Believers 11% 11%

Beauty-minded consumers in Germany, Pragmatists 12% aged from 14 to 69 Habitual Buyers 15%

12% Believers in Active Understated 16% Ingredients

Beauty-minded consumers: Trendsetters n = 682, Minimalists n = 733, Pragmatists n = 810, Believers in Active Ingredients n = 821, Understated n = 1.084, Habitual Buyers n = 1.014, Brand Believers n = 724, Natural Beauties n = 768 9 1 Brand awareness is essential if a brand is to be successful. But each purchase is also accompanied by an unconscious, emotional decision-making process.

A lot of what goes on during a purchase decision takes place at an unconscious level: 2 within an instant, emotions trigger an intuitive response to alleviate the complex decision-making process.

Only those brands that manage to gain an emotionally appealing foothold then 3 enter the consumer's relevant set and achieve a sustainable degree of brand loy