The second edition of Beauty Plan, a study idealized by the Glambox beauty club to gauge the behavior of its subscribers, was attended by 8,389 subscribers from all over Brazil. The study spoke to women subscribing to beauty clubs.
Glambox, which began its activities in Brazil in 2012, bringing the signature model into the female beauty industry, combines highly-targeted experimentation actions with media and digital content actions and intelligence products, Annual study that the company develops and shares with its partners.
According to the study, in the last year women bought fewer products and reduced their frequency of purchase, as well as researching more the prices before making the final decision.
The picture shows that in 2016 it was spent less than what they reported in 2015. The range of consumers who spent between R $ 51.00 and R $ 100.00 monthly is the most significant (32%), followed by those in the range between R $ 101.00 and R $ 200.00 (26%). Only 5% dispensed higher values on products (over R $ 401.00), in addition to the significant increase in the number of women who spent only up to R $ 50.00 from one year to the next.
The conclusion is that by 2017 one must establish the posture of saving, focusing on the essential and the promotions, resulting in the reduction of the frequency of purchase. For 49% of women, the plan is still to keep monthly spending on beauty products and cosmetics this year, while for 29% (compared to 24% last year) the idea is to reduce spending, with growth across all age groups . Only 7% of consumers want to increase spending.
It is also very relevant the number of women who are willing to trade the beauty products and cosmetics they use in their day to day for cheaper brands. This is what 54% of consumers, the most likely to do this substitution, mainly for products of the makeup category, for hair and body care.
When talking about cosmetics that would give up when they want to save money, we can highlight those who promise a more specific care: for feet, cellulite, stretch marks and localized fat (49%).
Whereas, on the contrary, shampoos and conditioners continue to be a relevant priority for a significant number of women (77%) – who have not stopped buying even if the plans are to contain the expenses; Followed by body or intimate soap (53%), hair care products (53%) and makeup (50%).
But even when the order is to economize, do not fail to have beauty plans for 2017, and in this regard, the results are very similar to the previous. At the tip of the research, they are “dedicating themselves to facial skin care” to 71%, and “wear sunscreen on the face more frequently” to 67%. Among the majority, the desire to color the colored wires, lights or wicks (51%) is also highlighted.
In addition, the research also reveals that among the influences that weigh heavily on choices and decisions, three characters stand out and the scenario has changed little compared to what the Beauty Plan 2016 revealed. The dermatologist’s opinion continues to be more valued with 58% , Very close to the opinion of friends (57%) and bloggers / youtubers (54%). These last two influencers gained more importance now in 2017 – while in the previous year they accounted for 51% and 47% respectively.
And among the channels of purchase, physical stores are still the main choice of most for the purchase of beauty products and cosmetics. However, as the study for the year 2016 indicated, the predisposition for online shopping is large and tends to increase. More than half, 61%, already say oscillate the purchase between online and offline, depending only on the type of product, price and delivery – behavior that increases according to the age and income of consumers.