Belgian Beauty Personas
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The document profiles different types of Belgian women ("evasionista", "traditionalista", etc.) based on their attitudes towards beauty and makeup usage. It finds that 57% of Belgian women feel makeup helps them feel better, while 40% think women with makeup are more sexy. The types differ in their favorite makeup products, time they started wearing makeup, and influences on makeup trends. Magazines are the top information source on new beauty products and trends.
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Belgian Beauty Personas
- 2. There’s no such thing as the ‘Belgian woman’ She’s different types with different needs http://omnimediavore.blogspot.com
- 3. evasionista Beauty is FUN 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 started wearing make-up before 16 http://omnimediavore.blogspot.com
- 4. 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 +) http://omnimediavore.blogspot.com
- 5. ambitionista Beauty is about showing off It takes a lot of effort to be beautiful Influential Big spender Known brands Personalized look Beauty products help her to feel good Looks are as important as inner beauty started wearing make-up before 16 http://omnimediavore.blogspot.com
- 6. 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 http://omnimediavore.blogspot.com
- 7. rationalista Being beautiful is being natural Loyal to her favourite brands Ecological shopper A good skin care and hygiene are important Natural look started wearing make-up later than the average (20y +) http://omnimediavore.blogspot.com
- 8. epicurista Beauty is about keeping up appearances Big spender Known brands Beauty is fun Seldom leaves the house without make-up on Would consider plastic surgery started wearing make-up between 16 and 20 http://omnimediavore.blogspot.com
- 9. 57% make-up (products) help women feel better about themselves http://omnimediavore.blogspot.com
- 10. 40% agrees women with make-up on are more sexy http://omnimediavore.blogspot.com
- 11. using make-up is a pleasure a pleasure 4-5 49% 3 a duty 1-2 0% 10% 20% 30% 40% 50% http://omnimediavore.blogspot.com
- 12. OPEN use of make-up Evasionista • Click to edit Master text styles – Second level Harmonista Third level • PLEASURE – Fourth level Epicurista DUTY INDIVIDUAL HARMONY » Fifth level Rationalista Ambitionista Traditionalista NEUTRAL CONTROL http://omnimediavore.blogspot.com
- 13. use of make-up I often change my make-up style total (%) rationalista epicurista harmonista traditionalista ambitionista evasionista 16 91 79 92 92 106 193 Make-up is useless total (%) rationalista epicurista harmonista traditionalista ambitionista evasionista 14 134 48 103 100 97 94 It takes an effort to use make-up every morning total (%) rationalista epicurista harmonista traditionalista ambitionista evasionista 47 104 93 107 117 92 76
- 14. 41%uses make-up every day http://omnimediavore.blogspot.com
- 15. OPEN frequency Evasionista • Click to edit Master text styles – Second level Harmonista • Third level RATHER EVERY DAY – Fourth level Epicurista INDIVIDUAL HARMONY » Fifth level RATHER NOT EVERY DAY Rationalista Ambitionista Traditionalista CONTROL http://omnimediavore.blogspot.com
- 16. innovators (first to buy new beauty products) & early adopters are a small minority in the Belgian female population 11% http://omnimediavore.blogspot.com
- 17. adoption process The ambitionistas & the epicuristas are the first to buy new beauty products, followed by the evasionistas • Click to edit Master text styles 40 – Second level 35 30 • Third level 25 – Fourth level 20 » Fifth level 15 10 5 0 innovators early early late laggards adopters majority majority http://omnimediavore.blogspot.com
- 18. 20.5% has some influence about make-up http://omnimediavore.blogspot.com
- 19. Influentials reinforce your (make-up) brand Transfer of knowledge: • Click to edit Master text styles I am able to inform them well – Second level Connector Expert • Third level 6% 9% – Fourth level Communication: » Fifth level During the past 4 months I’ve shared my opinion with more than 6 people Saleswoman 17% Trendformer Conviction: I am able to convince them 3% http://omnimediavore.blogspot.com
- 20. • Click to edit Master text styles – Second level • Third level – Fourth level MAKE-UP INFLUENTIAL rationalista » Fifth harmonista epicurista level traditionalista ambitionista evasionista 17,3% 25,5% 13,4% 10,2% 38,3% 27,1% MAKE-UP TRENDFORMER rationalista epicurista harmonista traditionalista ambitionista evasionista 0,9% 3,1% 1,9% 0,6% 11,1% 3,5% http://omnimediavore.blogspot.com
- 21. 87% spends the same or more than 5 years ago on make-up http://omnimediavore.blogspot.com
- 22. less than €25 the monthly make-up budget of Belgian women €50-€74 2,5% €25-€49 14% 36% €10-€24 38% €0-€9 http://omnimediavore.blogspot.com
- 23. monthly make-up budget €50-€74 €25-€49 €10-€24 €0-€9 http://omnimediavore.blogspot.com
- 24. Make-up beauty case: what’s in it? http://omnimediavore.blogspot.com
- 25. 24% What's the one make-up product you could absolutely not live without? http://omnimediavore.blogspot.com
- 26. 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? http://omnimediavore.blogspot.com
- 27. 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? http://omnimediavore.blogspot.com
- 28. 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? http://omnimediavore.blogspot.com
- 29. harmonista Beauty is about being authentic TOP 5 essentials mascara 19% kohl pencil 13.5% foundation 12% uncolored neutral base 9% eye concealer 4% What's the one make-up product you could absolutely not live without? http://omnimediavore.blogspot.com
- 30. rationalista Being beautiful is being natural TOP 5 essentials mascara 21% foundation 12% kohl pencil 9% uncolored neutral base 8% eyeshadow 5% What's the one make-up product you could absolutely not live without? http://omnimediavore.blogspot.com
- 31. epicurista Beauty is about keeping up appearances TOP 5 essentials mascara 29% foundation 12% kohl pencil 9% uncolored neutral base 7% (classic) lipstick 5% What's the one make-up product you could absolutely not live without? http://omnimediavore.blogspot.com
- 32. 67% is looking for some kind of information about (new) make-up (products/tips) http://omnimediavore.blogspot.com
- 33. media Women use traditional channels for information about make-up 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? http://omnimediavore.blogspot.com
- 34. 42% agrees women’s magazines are the best source of information about new beauty trends http://omnimediavore.blogspot.com
- 35. OPEN magazine readers Evasionista young & controversial magazines • Click to edit Master text styles TV & people & women interests magazines – Second level Harmonista • Third level upscale monthlies & decoration magazines – Fourth level Epicurista INDIVIDUAL HARMONY » Fifth level Rationalista Ambitionista people & women interests information magazines young & upscale & women magazines interests magazines Traditionalista CONTROL http://omnimediavore.blogspot.com
- 36. 63% prefers articles with tips about the use of a (beauty) product http://omnimediavore.blogspot.com
- 37. 42% likes reading testimonials about beauty products http://omnimediavore.blogspot.com
- 38. 25% often follows beauty tips read in women’s magazines http://omnimediavore.blogspot.com
- 39. What about (beauty) ads in women’s magazines? http://omnimediavore.blogspot.com
- 40. 35% thinks beauty ads in women’s magazines are the best information sources about new products http://omnimediavore.blogspot.com
- 41. 36% agrees beauty ads belong in women’s magazines http://omnimediavore.blogspot.com
- 42. 19% often often buys a product after having seen it in a women’s magazine http://omnimediavore.blogspot.com
- 43. 42.5% prefers beauty ads showing the product / packaging http://omnimediavore.blogspot.com
- 44. 61% prefers ads that explain how to use the product prefers ads with famous people 9% only http://omnimediavore.blogspot.com
- 45. prefers ads with a ‘scientific’ approach 41%
- 47. advertising should be… total rationalista epicurista harmonista traditionalista ambitionista evasionista (%) index index index index index 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
- 48. There’s no such thing as the ‘Belgian woman’ She’s different types with different needs http://omnimediavore.blogspot.com
- 49. Belgian beauties Source :@iewoman #Femininsight compiled by @vansan2010 http://omnimediavore.blogspot.com
Hinweis der Redaktion
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- Le maquillage aide à se sentir mieux dans sa peau
- Le maquillage aide à se sentir mieux dans sa peau
- Le maquillage aide à se sentir mieux dans sa peau
- Innovators are the first individuals to adopt new productsEarly adopters the second fastest category of individuals who adopt an innovation/new product. It’s commonly accepted that these individuals have the highest degree of opinion leadership among the other adoptersEarly majority tend to be slower in the adoption process – time of adoption is significantly longer than the innovators and early adoptersLate majority individuals in this category will adopt an innovation after the average member of the society. These individuals approach an innovation/new product with a high degree of skepticism and after the majority of society has adopted the innovation/new productLaggards These individuals typically have an aversion to change-agents
- Le maquillage aide à se sentir mieux dans sa peau
- Influential: women who are connector OR expert OR saleswomanTrendformers: women who are connector OR expert OR saleswoman
- Le maquillage aide à se sentir mieux dans sa peau
- Le maquillage aide à se sentir mieux dans sa peau