Beauty is in the eye of the consumer.
The meaning of beauty differs vastly for women around the globe. In their latest study, McCann Worldgroup helps beauty brands identify and understand their global consumers.
Women know what they want, and when it comes to beauty, their standards and expectations are higher than ever. In their recent report called The Truth About Beauty, our affiliates at McCann Worldgroup conducted a study of 20,000 women around the globe to uncover what they really want most from beauty brands. Before delving into the findings, it’s important to identify who the different groups of consumers are. Through their research, McCann has uncovered five different “beauty tribes” based on the different demands, desires, and demographics of the 15 countries covered in the study.
The first is the Powerful Peacocks, who believe beauty reflects success, and vice versa. The second, the Seductive Foxes, view beauty as being sexy and about using it to get what they want. Appearing youthful is most important to them, so they aren’t at all opposed to cosmetic surgery. The third group, Social Butterflies, love sharing reviews and tips with their friends and really see beauty as a social experience. Next, Graceful Swans equate beauty with confidence yet do not consider it to be a top priority in life. The fifth and final group, the Comfortable Cats, live by their own beauty standards and don’t feel as if they need to rely on products to be beautiful.
While these groups, and their ideas of beauty, differ greatly from one another, 67% of all respondents believe that being beautiful helps you get more out of life. What also stands out the most across the board is that women want multipurpose products, want brands to make clear and detailed information available to them, and want to see celebrity endorsements that feel genuine. That said, McCann’s research reveals that most women feel as though brands can still do more to help guide the process of discovering, choosing, purchasing, and applying new products.
Tomorrow we’ll go beyond skin deep to explore the recommendations for brands that McCann has revealed based on how these women really feel about beauty advertising.
Women know what they want, and when it comes to beauty, their standards and expectations are higher than ever. In their recent report called The Truth About Beauty, our affiliates at McCann Worldgroup conducted a study of 20,000 women around the globe to uncover what they really want most from beauty brands. Before delving into the findings, it’s important to identify who the different groups of consumers are. Through their research, McCann has uncovered five different “beauty tribes” based on the different demands, desires, and demographics of the 15 countries covered in the study.
The first is the Powerful Peacocks, who believe beauty reflects success, and vice versa. The second, the Seductive Foxes, view beauty as being sexy and about using it to get what they want. Appearing youthful is most important to them, so they aren’t at all opposed to cosmetic surgery. The third group, Social Butterflies, love sharing reviews and tips with their friends and really see beauty as a social experience. Next, Graceful Swans equate beauty with confidence yet do not consider it to be a top priority in life. The fifth and final group, the Comfortable Cats, live by their own beauty standards and don’t feel as if they need to rely on products to be beautiful.
While these groups, and their ideas of beauty, differ greatly from one another, 67% of all respondents believe that being beautiful helps you get more out of life. What also stands out the most across the board is that women want multipurpose products, want brands to make clear and detailed information available to them, and want to see celebrity endorsements that feel genuine. That said, McCann’s research reveals that most women feel as though brands can still do more to help guide the process of discovering, choosing, purchasing, and applying new products.
Tomorrow we’ll go beyond skin deep to explore the recommendations for brands that McCann has revealed based on how these women really feel about beauty advertising.
