women prefer the most expensive makeup brands!

If women could do what they wanted, they would only buy the most expensive skincare products and cosmetics. And this, although "only" 29% trust high-priced products. Instead, nearly half the women choose their makeup brands "quite rationally" according to the active substances and ingredients.
A survey with more than 13,000 female consumers confirmed in a word-of-mouth and recommendation platform that the theme "cosmetics" is everything else but a rational matter for women. On the contrary, there is a very wide gap between desire and rationale. 


Those who wish to categorise women with respect to cosmetic issues will not have an easy job doing so. In the majority of cases, the discrepancy between their wishes and reality is simply too great. "Only the best is good enough for me" or "the ingredients are the most important, not the price".  Most women tend to shift between these two attitudes. They argue this way and that according to the survey. The positive effect for the beauty brands: possibilities always exist to inspire new customers to use a brand or product – both in terms of rationale and emotionality. 



Consumers purchase skincare and body care products in all categories


Women with low budgets also treat themselves to a luxury purchase now and again as the survey shows among more than 13, 000 female consumers between the ages of 18 and 63. The interviewees stated that they bought drugstore brands (93%), pharmacy brands (72%), natural cosmetics (71%) as well as prestige brands (68%). About 60% of those questioned admitted they would "always buy the most expensive cosmetics" if there were "no limits on their budget". 



Criteria for the purchase decision


49% of the women make their purchase decision based on the active substances and ingredients. About 29% make their decision dependent on the price. In keeping with the motto "nothing comes from nothing", they favour prestige brands and trust in higher product performance. On the other hand, 46% of those questioned assume that an expensive prestige brand probably distinguishes itself from less expensive products more in the usage than in the effect.

Internet gains increasing importance in the cosmetics area


Women increasingly seek information about beauty products and brands in the Internet, in evaluation portals such as Ciao, Dooyoo and Yopi (19%), womens platforms (14%) and beauty blogs (5%). Womens magazines continue to be in high demand (21%) as an important source of information in cosmetic matters.