Mirror, mirror on the wall. Choose one brand or try them all?
What drives women to try one beauty brand over another? McCann Worldgroup uncovers The Truth About Beauty.
In this era of digital social interaction, it should come as no surprise that women, more than ever, are going online for advice and guidance on beauty regimens and cosmetics. The web is bursting with blogs, video channels, and websites, and the frequency that women are consulting them is staggering. When it comes to advertising, nothing beats good old-fashioned word of mouth.
So what do women really want? McCann’s research of 20,000 women in 15 countries reveals that, overall, there is a growing desire for complete ranges of products that work together. So, in terms of advertising, brands should focus on how women can get the total look rather than communicating just one product at a time. According to many of the markets studied, when women like a certain brand, they tend to shop for more products in different categories from the same brand, so it would be in a brand’s best interest to build loyalty by focusing on offering complete solutions.
“Women don't just buy a product. They buy a cultural model. In the cosmetics world, brands must pay special attention to their messaging to ensure they create an image women will relate to,” says Benoit Chapellier, Vice-President, Client Services.
A big part of building this brand loyalty stems from the ads themselves. Women have a sharp eye when it comes to advertising, and across the board, they all want to see more realistic advertising. They aren’t easily duped by the magic of airbrushing, since 86% of women surveyed say they want to see naturally beautiful women with a few imperfections here and there! While they’re happy to see celebrities endorsing beauty products, 90% of women say they want these spokesmodels to be famous for something that goes beyond their looks. In fact, the people women trust and believe in most are makeup artists whose endorsements are, according to research, more valuable than those of celebrities.
“The representation of women is central to the debate. The solution seems to be in striking the right balance between reality and spectacle, in portraying glamour responsibly,” Benoit adds.
While women’s wants and needs are diverse and markets differ, concerns about appearance are paramount across the globe. Brands can still do a lot more to help women navigate the process of discovering and learning about products that can enhance their beauty routines by staying true to what women truly relate to.
In this era of digital social interaction, it should come as no surprise that women, more than ever, are going online for advice and guidance on beauty regimens and cosmetics. The web is bursting with blogs, video channels, and websites, and the frequency that women are consulting them is staggering. When it comes to advertising, nothing beats good old-fashioned word of mouth.
So what do women really want? McCann’s research of 20,000 women in 15 countries reveals that, overall, there is a growing desire for complete ranges of products that work together. So, in terms of advertising, brands should focus on how women can get the total look rather than communicating just one product at a time. According to many of the markets studied, when women like a certain brand, they tend to shop for more products in different categories from the same brand, so it would be in a brand’s best interest to build loyalty by focusing on offering complete solutions.
“Women don't just buy a product. They buy a cultural model. In the cosmetics world, brands must pay special attention to their messaging to ensure they create an image women will relate to,” says Benoit Chapellier, Vice-President, Client Services.
A big part of building this brand loyalty stems from the ads themselves. Women have a sharp eye when it comes to advertising, and across the board, they all want to see more realistic advertising. They aren’t easily duped by the magic of airbrushing, since 86% of women surveyed say they want to see naturally beautiful women with a few imperfections here and there! While they’re happy to see celebrities endorsing beauty products, 90% of women say they want these spokesmodels to be famous for something that goes beyond their looks. In fact, the people women trust and believe in most are makeup artists whose endorsements are, according to research, more valuable than those of celebrities.
“The representation of women is central to the debate. The solution seems to be in striking the right balance between reality and spectacle, in portraying glamour responsibly,” Benoit adds.
While women’s wants and needs are diverse and markets differ, concerns about appearance are paramount across the globe. Brands can still do a lot more to help women navigate the process of discovering and learning about products that can enhance their beauty routines by staying true to what women truly relate to.
