So, it's not a surprise that she - the Belgian women- thinks there's no harm in helping the inner beauty. It seems that beauty products are also essential to feel good - boosting self-confidence (48% agrees) - and part of the daily routine (54% seldom leaves the house without make-up on). Fortunately, she likes being occupied with her appearance (56%). Beauty, a pleasant necessity?
40% of Belgian women are occasional users of make-up (less than once a week). The ones who like using make-up tend to be the same women that use make-up on a daily basis (41%). It's well-known that the eyes are the ultimate weapon of seduction.What else? Long, thick, black lashes seems to be the lethal accessories as 24% of Belgian women could not live without mascara. Eyeliners and kohl pencils are other essential accessories in Belgian make-up beauty cases.
For inspiration about beauty and make-up, women turn to traditional channels with magazines on top of the list (23%). The point-of-sales (22%) and brochures (21%) are next in the top 3. Women's magazines are the best information source about new beauty trends (42%) and advertisements featuring beauty products clearly add value to the content: 35% thinks beauty ads in women's magazines are the best information sources about new beauty products.
With 67% of Belgian women looking for some kind of information about beauty products, magazines could be used in different ways to put your make-up accessories in the spotlight: classic ads or advertorials with testimonials/beauty tips/scientific explanations, sample for liquids, coupons for free testers or discount, leaflets, ... Women welcome smart advertising in the right context. Women's magazines are (still!) the right context.
Find additional information about the different types of beauty consumers and the link between (women's) magazines and beauty ads in the presentation below. This presentation and blog post were made possible thanks to the information researched in the survey #Femininsight, part of the Belgian project I'm every WOMAN by Sanoma Media. Some 3.000 Belgian women, aged between 15 and 75 years, were surveyed about their daily life and media consumption behavior (in February - May 2011). Feel free to share and download.
