Market Force Information, a customer intelligence and market survey company, has examined which cosmetic brands are most popular among U.S. consumers and why, as well as their favourite places to shop for cosmetics. The survey was conducted in March 2010 among 5,000 consumers [1].

Brand trust is greatest influencer in makeup selections

When the consumers were asked what they loved most about their favourite makeup line, they chose brand trust over all of the other factors - the actual product attributes mattered much less. More than two thirds said they love their makeup because they trust the brand, while only one third cited loving it “because it feels wonderful.

Surprisingly, claims such as “humane testing” or “environmentally safe” were not weighted strongly and emerged toward the bottom of the list.

Cover Girl is favourite make-up

According to the beauty survey conducted by Market Force Information, Cover Girl is consumers’ favourite cosmetics brand. Out of 60 cosmetic brands, Cover Girl was cited by 14 percent as their favourite, placing it on top. Clinique was second on the list with 10 percent of the mentions, and Maybelline (L’Oreal) and Mary Kay tied for third with 8 percent each.

Cover Girl led the other brands in most of the attributes consumers care about most, scoring highest in categories such as great value, brand trust, wears well throughout the day and easy, no-mess application. Clinique was named second in brand trust and rated highest of all the brands in the uses humane testing/is environmentally safe category. Although Mary Kay was the fourth favourite cosmetics brand, it still scored well for several attributes, including ranking third for brand trust.

When we drilled down into our data to determine which brands appealed to different types of makeup users, we discovered that the cosmetic enthusiasts—’cosmaholics’ and ’aspiring stylists’—experiment with lots of makeup and no single brand stands out to them,” said Janet Eden-Harris, chief marketing officer for Market Force. “Meanwhile, those characterized in the study as an ’everyday woman’ or ’minimalist’ exuded much more brand loyalty, and Cover Girl was their clear choice.

Make-up wearers want simplicity from their brands

A common sentiment that emerged in the survey is that makeup wearers want a natural and authentic look, rather than something “ultra-modern” or “sophisticated”. More than 40 percent selected the adjectives “natural” and “no fuss” to describe their favourite makeup line. Conversely, adjectives like “edgy” and “sassy” were at the bottom of the list.

Mass retailers and drug stores dominate. Sephora is clear leader among specialty retailers

When consumers were asked where they go to purchase their cosmetics, their answers showed there is no one clear retailer category of choice.

The majority - 29 percent - said they purchase them from mass retailers like Walmart and Target, and another 21 percent buy from drug stores such as CVS or Walgreens. Slightly fewer, about one in five, shop for cosmetics in department stores.

Sephora was a crowd favourite in the specialty retailer category. Out of the 12 percent who reported buying cosmetics from specialty retailers, more than one third said they purchase from Sephora.

Six percent of respondents had been to a home party in the past six months and two thirds of them saw the Mary Kay makeup line, although only 1 percent said they shop for cosmetics at home parties.