Article No. 4923 Available on www.roymorgan.com Link to Roy Morgan Profiles Thursday, 23 May 2013 Face facts: what Kiwis want in côsmétics and skin care—and which brands they’re likelier to buy In the year to March 2013, Roy Morgan Research asked almost 4000 Kiwis aged 14+ who bought cosmetics in the last six month what factors are important when deciding which brand to buy. E Those who rated Proven Benefits as important were 74% more likely than average to have bought Clarins in the last six months (3.3% compared to 1.9% of all cosmetics buyers), while those who said Advertising was a factor were over twice as likely to have bought Covergirl (11.4% vs. 4.7%) or Bobbi Brown (2.8% vs. 1.4%). Quality Brand is the highest-rated factor, with nearly 3 in 5 (58%) skin care and cosmetic consumers saying this is important. These people are 38% more likely to have bought Bobbi Brown, 28% more likely to have bought MAC and 27% more likely to have bought Estée Lauder or Lancôme. Value for Money is the second-most important factor overall, with 57% of buyers citing it as an influence. These customers are more likely than average to go for Rimmel, Australis or Nutrimetics. Top 5 Brands by increased likelihood of purchase when factor is considered important Recommended by Recommended by Beauty Quality Brand Value for Money Proven Benefits Family/Friends Professionals Bobbi Brown Rimmel Clarins Covergirl Lancôme MAC Australis Bobbi Brown Maybelline MAC Estée Lauder Nutrimetics Rimmel The Body Shop Clarins FOR IMMEDIATE RELEASFOR IMMEDIATE Lancôme Avon Estée Lauder Bobbi Brown Estée Lauder Clarins Covergirl Lancôme Rimmel Natio Source: Roy Morgan Single Source (New Zealand) April 2002 — March 2013. Base: New Zealanders 14+ who bought cosmetics in the last 6 months, sample n = 3,996. Brands with small sample sizes have been excluded. Almost 1 in 4 beauty shoppers (23%) say the recommendation of family or friends is important, with Covergirl, Maybelline and The Body Shop more likely to appeal to them. The 15% of buyers who take the recommendation of beauty professionals into consideration are twice as likely to have bought Lancôme. Other brands more likely to have been bought by customers taking the advice of professionals include MAC, Clarins, Estée Lauder and Natio. Almost 2 in 5 buyers overall say it’s important that a product was not tested on animals. These consumers are more likely than the other 3 in 5 to buy brands including Rimmel, Bobbi Brown, Covergirl, Almay and Australis. Roy Morgan Research Ltd. A.B.N. 91 007 092 944 Quality System Certified to AS/NZS ISO 9001 Level 5, 52 Swanson Street, Auckland CBD Tel: (09) 912 7032 Fax: (09) 913 1789 [email protected] www.roymorgan.com Michele Levine, CEO, Roy Morgan Research, says: “Revlon, Maybelline, Avon, L’Oréal, Shiseido, Elizabeth Arden and Max Factor are the top- selling brands in New Zealand, but many of the smaller niche or higher-end brands get a significant boost from their association with an important purchasing factor such as having Proven Benefits or being free of animal testing. “To map exactly where they fit in the marketplace and uncover all the gaps available for growth, brands both big and small need to accurately and consistently monitor what consumers most want (and what is less important to them), and tally these factors across competitors. “For example, our research shows that only 5.6% of Max Factor buyers say ‘Technologically E Advanced’ is important, compared to 12.5% of l’Oréal’s, and 30% of Maybelline’s consider the recommendation of family and friends a factor but only 18% of Shiseido’s do. “Elizabeth Arden buyers are the least likely to care whether the product has been tested on animals. “Roy Morgan Research monitors 16 important factors in cosmetics and skin care purchase intention in all.” Click here for in-depth profiles of New Zealand’s Cosmetics Buyers or our latest New Zealand State of the Nation report. For comments or further detail, please contact: Michele Levine Chief Executive Officer Telephone: (03) 9224 5215 Mobile: 0411 129 093 [email protected] FOR IMMEDIATE RELEAS Please click on this link to the Roy Morgan Online Store About Roy Morgan Research Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers. In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets. Roy Morgan Research New Zealand Roy Morgan Research Ltd. A.B.N. 91 007 092 944 Quality System Certified to AS/NZS ISO 9001 401 Collins Street, Melbourne, Victoria, 3000 – GPO Box 2282U, Melbourne, Victoria, 3001, Australia Tel: (03) 9629 6888 Fax: (03) 9629 1250 (03) 9224 5387 [email protected] www.roymorgan.com Roy Morgan Research was set up in New Zealand in the 1990s and has been collecting information across a wide range of industries in New Zealand ever since. Roy Morgan currently has over 10 years of trended data on a geographically and demographically representative sample of over 12,000 New Zealanders aged 14+. Margin of Error The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate. Sample Size Percentage Estimate 40%-60% 25% or 75% 10% or 90% 5% or 95% 5,000 ±1.4 ±1.2 ±0.8 ±0.6 E 7,500 ±1.1 ±1.0 ±0.7 ±0.5 10,000 ±1.0 ±0.9 ±0.6 ±0.4 20,000 ±0.7 ±0.6 ±0.4 ±0.3 FOR IMMEDIATE RELEAS Roy Morgan Research Ltd. A.B.N. 91 007 092 944 Quality System Certified to AS/NZS ISO 9001 401 Collins Street, Melbourne, Victoria, 3000 – GPO Box 2282U, Melbourne, Victoria, 3001, Australia Tel: (03) 9629 6888 Fax: (03) 9629 1250 (03) 9224 5387 [email protected] www.roymorgan.com .