Women's Makeup Survey
Key finding #2
Social proof is the spark
Social media influencers (43%) and advertisements (29%) are the top triggers for trying new products, outpacing online reviews (14%) and brand reputation (14%).
Participants place enormous trust in recommendations from friends, family, and influencers—especially those who share similar skin types or coloring.
This highlights the importance of relatability and authenticity in beauty marketing, and underscores the need for brands to foster genuine communities and leverage micro-influencers who reflect the diversity of their customer base.
What drives users to try new makeup products?
Social media influencers
Brand reputation
Advertisements
Online reviews
I honestly believe social media influences and recommendations from friends, family, or even just people I personally know play a really big role. It matters even more when those people have a similar skin type or colouring, because it feels like their advice is actually relevant to me. Instead of just guessing, I feel like I’m making decisions based on real experiences that I can actually trust.
Participant-A8JZR
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What was the biggest issues with our brand perception amongst the 18-30 year olds that completed the study?
Over 65% of participants in that age range mentioned they felt the brand was ‘corporate,’ ‘out of touch,’ and ‘trying too hard to be cool.’ This group expressed a preference for brands that feel more authentic, inclusive, and purpose-driven.
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Participant-DD47O
“They tend to be better quality than dry store bought pet food, they are fresher and have better ingredients for your pet.”
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