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Multiple Benefits in Makeup More Important to Consumers

Posted: June 25, 2012

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The most important benefits for a lipstick to have in 2012 is long wearing (74%) and moisturizing (68%), ranking first and second as most important, with significantly higher mentions than any other benefit evaluated. These benefits also rank among the top two most important among each age and race/ethnicity evaluated. Lastly, glossy finish (65%) and moisturizing (64%) are the two most important benefits that women seek in a lip gloss. These benefits also score much higher than all other benefits evaluated.

“Like other categories within beauty, makeup is characterized by a constant influx of the ‘new.’ Manufacturers and marketers are focused on wooing consumers with new and better products targeting women’s needs. Women are telling NPD what benefits are most important to them and why. Understanding who the makeup user is and what she wants is an important step in making sure new and better products will have enough appeal to entice the makeup user to trial,” said Grant.