Pucker up! When it comes to cosmetics, QVC, home to more than 300 beauty brands, knows a thing or two about what women want. In celebration of National Lipstick Day on July 29, the multi-platform retailer surveyed over 500 female customers to learn more about their lipstick habits and preferences.
But First, Lipstick
- According to the NDP Group, prestige lip color sales for 2017 totaled $668 million in the U.S.
- During QVC's 32-year history, 28 tons of lip products have been purchased, and over 1 million lip products were sold in 2017 alone.
- 76% of women surveyed started to wear lipstick before the age of 20.
According to AudienceSCAN, 11.3% of the 24.8% of U.S. adults who make up Cosmetics Shoppers are ares 17 to 24. Most (45.2%) Cosmetics Shoppers have annual household incomes between $25,000 and $74,999 and 47.5% live in a suburban area.
"It is no surprise that lipstick becomes an important part of a woman's beauty routine at a young age," said Rob Robillard, Vice President of Integrated Beauty for QVC, HSN and zulily. "A little lipstick can truly make a big difference. It's easy to use and experiment with, and it has the ability to completely transform how you look and feel. For example, while our survey uncovered that a red lip is still the most intimidating to women, it can be a very bold, powerful color that can give a quick boost of confidence."
Roughly 42% of Cosmetics Shoppers want to make purchases this year that help them feel attractive and 36.4% have the personal goal to improve their appearance this year. Lipstick has the power to fulfill both of those goal for these shoppers.
Read Our Lips: Lipstick Is Here To Stay
- The majority of women own at least 10 lipsticks at any given time and are willing to spend up to $20 on a lipstick purchase.
- According to Simmons Connect, over a quarter of QVC customers use lipstick or lip gloss more than once a day.
- When it comes to choosing a lip product, the most important factor is quality, followed by no testing on animals, price, product ingredients and lastly, the brand.
"Consumers today are incredibly savvy, and there's a growing demand for transparency when it comes to the products they're using," added Robillard. "I think we will continue to see new lip products and formulations emerge that embrace what customers are asking for without sacrificing the quality and results they've come to expect."
Last year, the advertising medium that motivated the most Cosmetics Shoppers to action was direct mail ads/coupons, motivating 65.7% to action, according to AudienceSCAN. TV wasn't far behind, driving 64% of this audience to action last year with its commercials. Social media is also a great place to put ads since 54.8% of Cosmetics Shoppers saw ads on social media last year that motivated them to take action.
AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.