Beauty Retailers Target Mondays to Cure the Ugly Factor
If you’re female and it’s Monday morning, chances are you’re not feeling super positive about your appearance. PHD research checked into how women feel during the day and evening and on different days of the week. The results of their study suggest that beauty marketers should be running their campaigns for new products on Monday mornings.
Almost half (46%) of women call Monday their ugliest day. 39% feel the same way about Sunday. In addition to feeling unattractive between 5 and 9 a.m., women don’t expect to win any beauty contests after 10 p.m., either. The peak time of day for confidence in appearance is between noon and 3 p.m. By the end of the week, on Thursday, most women are feeling happier and confident about how they look. Researchers think these improved attitudes are linked to the anticipation of having fun on the weekend.
When marketers craft visual messaging, they may want to consider situations when women believe they look their worst:
- Waking up 69%
- Sick 67%
- Stressed 61%
- Crying 60%
Several women also cited loneliness, anger and worry as triggers for feeling unattractive.
PHD analysts advise marketers to deliver an encourage-empower message in their promotions. Running ads when women feel vulnerable and letting them know that they can buy products which will deliver instant fixes is an important sales driver. On Thursdays, marketers should also promote positive empowering experiences like in-store make-up sessions or fashion shows for women at the time when they are making weekend plans.
Kim Bates, head of Brand Planning at PHD, says these results apply to women in all geographic regions and age groups.
To learn more about consumers who intend to improve their appearance in the next year, check out the AudienceSCAN report available on the Research Store at ad-ology.com.