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A growing cosmetics brand wanted to assess their current position in the market and opportunities for growth. Specifically, they were interested in measuring category attitudes, purchase behaviors, brand funnel metrics, and other key performance indicators versus competitors and over time. As the brand continued to grow, there was a desire to measure these metrics internationally too.
We conduct an annual attitude & usage tracking study in the US, Canada, and the UK among 1,000 female (and non-binary, other) gen pop past six-month makeup purchasers between 13-64 years old in each market. Additional augments are also fielded to achieve a readable base for purchasers of key competitors.
Our year-over-year analyses have helped the brand monitor their evolution, identify opportunities, focus their efforts, and grow over time. By tracking which engagements points, advertising placements, and barriers to purchase were most prevalent, the brand has been able to focus engagement and messaging in the right areas. Our deep dive analyses on Gen Z and Millennials have also helped the brand create focused strategies for how to engage with these subgroups of interest. Finally, through key drivers analyses, we have identified top drivers of purchase intent for cosmetics, guiding the brand on how they should focus their messaging to attract new customers while maintaining connection with their current customer base.
