Known for their countless celebrity partnerships, a recent study by Corra (carried out on 1,000 women on their product habits to understand brand attachments and what inspires a cosmetic switch) revealed MAC Makeup as the fourth preferred millennial beauty brand with Cover Girl toping the loyalty list for all generations with the brand’s bronzer as the most used.
The results from the survey takes a detour from widely assumed buying decisions/influence as women stood by the brand they trust and not necessarily through random influence.
The study revealed 1 out of 5 women have not switched up their makeup routine in over year making brand loyalty and the possibility of using a brand for years on end a common feature amongst most women.
Other surprising results from the study includes a whooping 40% shopped their makeup products from departmental stores and a lot didn’t test out new products frequently.
The top reasons for brand loyalty in women were presented as quality of products by a whooping 38.1%, continuous use/women tend to buy products they’ve used for a long time and those that are of good value.
Shockingly, the least important element influencing women’s purchase decision were cruelty-free labels! While the top reasons for switching beauty brands include discovering a product of better quality and discovering a product of better or same quality at a lower cost.
The survey were carried out broadly on three generations; Baby boomers, Generation X and Millennials!
Amongst millennial, top beauty brands were:
6. Urban Decay
9. LUSH Cosmetics