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So just what is beauty nowadays? With the constant barrage of fakeness, as in plastic surgery, fake hair, fake eyelashes, and well, just about fake everything, a new study shows that beauty is not necessarily about outer beauty.
The Meredith Corporation [NYSE: MDP], a leading media and marketing company serving American women, today announced the findings of a nationwide survey examining how highly engaged Gamma women think and feel about beauty, as well as the motivations that drive their shopping behavior.
The Gamma Beauty Study, which included more than 5,000 respondents, is a follow-up to Meredith’s 2008 “The Gamma Factor: Women and the New Social Currency.*” That report identified Gamma women: a growing group of highly influential women who share and exchange information, ideas, opinions, contacts and recommendations with a wide-reaching network, using multiple media and channels of communication.
The new study indicates that Gammas’ holistic perspective extends to their view of beauty, both conceptually and in practice as consumers of health and beauty products.
Here’s what they found out:
Gammas Are Highly Engaged Beauty Consumers and Natural-Born Beauty Brand Advocates
· Three-quarters (76%) of Gammas frequently recommend a well-liked beauty product to others vs. 56% for all U.S. women. Among Millennial Gammas, this behavior is even more prevalent, with word of mouth rising to 85%.
· Two-thirds of Gammas try to buy beauty products that use organic/natural/sustainable ingredients (vs. just over half of US women).
· 64% of Gammas say anti-aging products are an important part of their beauty routine.
· 80% of Gammas consult magazines (vs. 53% US women) for tips and 62% (vs. 49% US women) go online for their beauty information.
Their Beauty Buying Habits
· Gammas are statistically more likely to buy across most beauty product categories vs. all U.S. women, especially:
o Facial moisturizers and cleansers
o Sunscreens
o Self-tanners
o Skincare for men & children
o Hair styling products
· Mass retailers (79%) and drug stores (56%) are the most popular beauty shopping channels for Gammas, followed by department stores (45%) and supermarkets (36%).
· One in five Gammas (20%) enjoy the convenience of shopping online for beauty.
· 74% of Gammas change their beauty routine with the seasons.
· Most beauty purchases are planned vs. impulse buys, and Gammas are even more likely to plan (80%) their purchases than total U.S women (71%).
· 80% of Gammas say “I am loyal to a handful of beauty brands.”
Beauty Products Empower Gammas with Confidence; Experimenting Satisfies Self-Expression
For most women, how they look impacts how they feel. Gammas treat beauty products as a means of self-expression, experimenting with new products and spreading the word to their circle of friends.
· 61% of Gammas compared with 50% of all U.S. women report always looking for new beauty products to try.
· Nine out of 10 Gammas say that makeup can make a woman feel more confident. This confidence extends to their positive self-image: 82% of Gammas feel they look better than they expected at their age.
· 8 out of 10 Gammas (vs. 69% of U.S. women) view a small beauty indulgence as an affordable way to reward themselves.
Women, especially Gammas, Are Re-defining “Beauty”
Inner qualities such as self-confidence, positive attitude, humor and intelligence trump external factors such as pretty features, great hair or a perfect figure, especially among Gamma women.
*A copy of “The Gamma Factor” is available upon request. Visit www.gammawomen.com
** Data is from the “Gamma Beauty Study.” Gamma Beauty Study, fielded May 27-June 15, 2009, by Research Solutions, using standard online survey techniques. Sample included women age 18-64 (N=5,033), from the Meredith Knows Women reader panel, who were identified as Gamma using Meredith Corp. proprietary segmentation profile, and a random national sample of women age 18-64 (N=313), balanced to reflect national age and income.
Unless otherwise specified, a product review is based on a product sent by a representative of the company.
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The A New Definition to Beauty. by Elke Von Freudenberg [ Blog ], unless otherwise expressly stated, is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 United States License.
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