Belgian Beauty Secrets

Belgian beauties

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There’s no such thing as the ‘Belgian woman’ She’s different types with different needs


evasionista

Satisfied with her appearance Emotional

shopper Trendsetter It doesn’t take a lot of effort to be

beautiful Influential Seldom leaves the house without

make-up on

Beauty is FUN

started wearing make-up before 16


traditionalista

Beauty comes from within

Loyal to her favourite brands

Price-conscious shopper Plastic surgery is useless and

unnecessary Natural look

started wearing make-up later than than the average (20y +)


ambitionista

Beauty is about showing off

It takes a lot of effort to be beautiful

Influential Big spender Known brands

Personalized lookBeauty products help her to

feel goodLooks are as important as

inner beautystarted wearing make-up before 16


harmonista

Beauty is about being authentic

Important that her appearance is accepted by her

environment

Emotional shopper Simple & natural look

Plastic surgery is unnatural

started wearing make-up at 17-18


rationalista

Being beautiful is being natural

Loyal to her favourite brands

Ecological shopper A good skin care and hygiene

are importantNatural look

started wearing make-up later than the average (20y +)


epicurista

Beauty is about keeping up

appearances

Big spender Known brands

Beauty is funSeldom leaves the house without make-up onWould consider plastic

surgery

started wearing make-up between 16 and 20


57%

make-up (products) help women feel better about themselves


40%agrees

women with make-up on are more sexy



a duty 1-2

3

a pleasure 4-5

0% 10% 20% 30% 40% 50%

49%

using make-up is a pleasure

• Click to edit Master text styles– Second level• Third level

– Fourth level» Fifth level

CONTROL

INDIVIDUAL

HARMONY

OPEN

Harmonista

Traditionalista

Evasionista

Rationalista

Epicurista

Ambitionista

DUTYPLEASURE

use of make-up

NEUTRAL


total (%) rationalista epicurista harmonista traditionalista ambitionista evasionista

16 91 79 92 92 106 193

use of make-up

I often change my make-up style

It takes an effort to use make-up every morning


47 104 93 107 117 92 76

Make-up is useless


14 134 48 103 100 97 94

41%

uses make-up every day




CONTROL

INDIVIDUAL

HARMONY

OPEN

Harmonista

Traditionalista

Evasionista

Rationalista

Epicurista

Ambitionista

RATHER NOT EVERY DAY

RATHER EVERY DAY

frequency


innovators (first to buy new beauty products) & early adopters are a small minority in the Belgian female

population

11%




adoption process

inno

vato

rs

early

ado

pter

s

early

maj

ority

late

maj

ority

lagg

ards

0

5

10

15

20

25

30

35

40

The ambitionistas & the epicuristas are the first to buy new beauty products, followed by the evasionistas


has some influence about make-up

20.5%




Trendformer

3%

Communication: During the past 4 months I’ve shared my opinion with more than 6 people

Transfer of knowledge:I am able to inform them well

Conviction:I am able to convince them

Connector6%

Expert9%

Saleswoman17%

Influentials reinforce your (make-up) brand



– Fourth level» Fifth levelrationalist

aepicurist

aharmonist

atraditionalis

taambitionis

taevasionist

a

17,3% 25,5% 13,4% 10,2% 38,3% 27,1%

MAKE-UP INFLUENTIAL

rationalista

epicurista

harmonista

traditionalista

ambitionista

evasionista

0,9% 3,1% 1,9% 0,6% 11,1% 3,5%

MAKE-UP TRENDFORMER


spends the same or more than 5 years ago on make-up

87%


the monthly make-up budget of Belgian women

€50-€74

€25-€49

€10-€24

€0-€9

less than €25

2,5%

14%

36%

38%


monthly make-up budget

€50-€74

€25-€49

€10-€24

€0-€9


Make-up beauty case: what’s in it?


What's the one make-up product you could absolutely not live without?

24%


evasionista

Beauty is FUN

TOP 5 essentials

mascara 31%

kohl pencil 16%

eyeliner 9%

foundation 6%

blush 4%What's the one make-up product you could absolutely not live without?


traditionalista

Beauty comes from within

TOP 5 essentials

mascara 17%

uncolored neutral base

12%

kohl pencil 11%

foundation 9%

(classic) lipstick 3.5%What's the one make-up product you could

absolutely not live without?


ambitionista

Beauty is about showing off

TOP 5 essentials

mascara 30%

kohl pencil 15%

foundation 9%

eyeliner 6%

blush 3%

What's the one make-up product you could absolutely not live without?


harmonista

Beauty is about being authentic

TOP 5 essentials

mascara 19%

kohl pencil 13.5%

foundation 12%


9%

eye concealer 4%What's the one make-up product you could absolutely not live without?


rationalista

Being beautiful is being natural

TOP 5 essentials

mascara 21%

foundation 12%

kohl pencil 9%


8%

eyeshadow 5%What's the one make-up product you could



epicurista

Beauty is about keeping up

appearances

TOP 5 essentials

mascara 29%

foundation 12%

kohl pencil 9%


7%

(classic) lipstick 5%What's the one make-up product you could




67%

is looking for some kind of information about (new) make-up (products/tips)

Women use traditional channels for information about make-up

media

Ranking

Source %

1 magazines 23%

2 visit to shop 22%

3 brochures shop/brand 21%

4 conversations w/ friends, family, ...

16.5%

5 television 14%


What kind of information sources do you use for inspiration about/before buying beauty products?

42%agrees

women’s magazines are the best source of information about new beauty trends




CONTROL

INDIVIDUAL

HARMONY

OPEN

Harmonista

Traditionalista

Evasionista

Rationalista

Epicurista

Ambitionista

magazine readers


young & controversial magazines

young & upscale magazines

upscale monthlies &decoration magazines

information & women interests

magazines

TV & people & women interests magazines

people & women interests magazines

prefers articles with tips about the use of a (beauty) product63%


42%

likes reading testimonials about beauty products


25%

often follows beauty tips read in women’s magazines


What about (beauty) ads in women’s magazines?


thinks beauty ads in women’s magazines are the best information sources about new products

35%


beauty ads belong in women’s magazines

36%agrees



19%

often often buys a product after having seen it in a women’s magazine

prefers beauty ads showing the product / packaging

42.5%



61%

prefers ads that explain how to use the product

only9%

prefers ads with famous people

41%

prefers ads with a ‘scientific’ approach

Advertising should be…

total (%)

rationalistaindex

epicurista index

harmonista

indextraditionalista

indexambitionista

indexevasionista

index

honest 63 99 98 111 104 92 94

credible 49 101 95 104 104 103 93

clear 46 99 107 101 111 90 85

informative 43 110 94 95 109 90 92

original 26 94 104 93 78 119 131

amusing 21 110 80 87 100 108 122

intriguing 17 92 126 92 84 112 95

creative 15 89 106 77 46 163 157

practical 14 92 101 131 130 66 68

identification 7 103 113 76 85 87 137

advertising should be…

There’s no such thing as the ‘Belgian woman’ She’s different types with different needs


Belgian beauties

Source :@iewoman #Femininsightcompiled by @vansan2010

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Belgian Beauty Secrets

Lifestyle

Transcript of Belgian Beauty Secrets