Case Study - Market Segmentation

Case Study - Market Segmentation

Total Respondents: 500Results Collected from 12.17.10 – 12.21.10

Research study conducted by:

How old are you?

18-24 25-300%

10%20%30%40%50%60%70%80%90%

100% 74%

26%

Do you wear makeup?

Always Sometimes Rarely0%

10%20%30%40%50%60%70%80%90%

100%

46% 45%

9%

What age did you begin wearing makeup?

5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

1% 1% 0% 1% 1%4% 5%

10%

18%15% 13%

15%

6% 6%2% 1%

How did you learn to put makeup on? (Please select all that apply)

0%10%20%30%40%50%60%70%80%90%

100%

51%

68%

17%22%

7% 9%

Resource 1

Resource 2

Resource 3

Resource 4

Resource 5 Other

Do you have a role model in the fashion and beauty industry?

Option 1 Option 2 Option 30%

10%20%30%40%50%60%70%80%90%

100%

25%

55%

20%

What characteristics are important to you when choosing a “role model?” (Please select all that apply)

0%10%20%30%40%50%60%70%80%90%

100%

53%45%

13%

72%

33%

Characteristic 1 Characteristic 2 Characteristic 3 Characteristic 4 Characteristic 5

Do you enjoy putting on makeup?


10%20%30%40%50%60%70%80%90%

100%

62%

6%

33%

Do you consider putting makeup on a...(Please select all that apply)

0%10%20%30%40%50%60%70%80%90%

100%

46%

63%

14%

34%

7% 3%

Description 1

Description 2

Description 3

Description 4

None of the Above Other

What makeup products do you typically use? (Please select all that apply)

0%10%20%30%40%50%60%70%80%90%

100%

75%

18%

57%51%

75%65%

20%

69%

3%

Makeup Type 1

Makeup Type 2

Makeup Type 3

Makeup Type 4

Makeup Type 5

Makeup Type 6

Makeup Type 7

Makeup Type 8 Other

Do you want to look natural with your makeup?


10%20%30%40%50%60%70%80%90%

100%

66%

5%

29%

Natural beauty means... (Please select all that apply)

0%10%20%30%40%50%60%70%80%90%

100%

42%49%

33%

17%

39%

22%

Definition 1

Definition 2

Definition 3

Definition 4

Definition 5

Definition 6

Do you feel that taking good care of your skin or wearing makeup is more important for your beauty?

0%10%20%30%40%50%60%70%80%90%

100%

49%

8%

38%

5%

Option 1 Option 2 Equal Doesn't Matter

Where do you find your information about makeup? (Please select all that apply)

0%10%20%30%40%50%60%70%80%90%

100%

64% 64%

46% 44% 44%

22%

3%

Resource 1

Resource 2

Resource 3

Resource 4

Resource 5

Resource 6 Other

What do you consider when buying makeup? (Please select all that apply)

0%10%20%30%40%50%60%70%80%90%

100%

38%

11%

34%

68% 65%

51% 43%

27%

2%

Option 1

Option 2

Option 3

Option 4

Option 5

Option 6

Option 7

Option 8 Other

What makeup brand do you typically wear? (Please select all that apply)

Brand 1 Brand 2 Brand 3 Brand 4 Brand 5 Brand 6 Brand 7 Brand 8 Brand 9 Brand 10

Brand 11

Brand 12

Brand 13

Brand 14

Brand 15

Brand 16

Other0%

10%20%30%40%50%60%70%80%90%

100%

16%6%

38%

10%

28%

47%57%55%

16%22%

6%

24%

6% 7%17%

25%

9%

Which of the following impacts your decision when deciding what brand of makeup to use?

(Please select all that apply)

Option 1 Option 2 Option 3 Option 4 Option 5 Other0%

10%20%30%40%50%60%70%80%90%

100%

30% 32%

16%30%

77%

3%

Do you enjoy buying make-up?

Option 1 Option 20%

10%20%30%40%50%60%70%80%90%

83%

17%

How often do you purchase makeup?

Time 1 Time 2 Time 3 Time 4 Time 50%

10%20%30%40%50%60%70%80%90%

100%

14%

42% 35%

6% 3%

Where do you purchase your makeup? (Please select all the apply)

Location 1 Location 2 Location 3 Location 4 Location 5 Other0%

10%20%30%40%50%60%70%80%90%

100%

66%

45%

24% 28% 30%

5%

How would you describe your typical makeup purchasing experience?(Please select all that apply)

Description 1

Description 2

Description 3

Description 4

Description 5

Description 6

Description 7

Description 8

None of the above

0%10%20%30%40%50%60%70%80%90%

100%

41%49% 49%

44%

4% 7% 4%17%

6%

How would you describe your typical makeup purchasing experience?

Description 1 Description 2 Description 3 Description 4 Description 50%

10%20%30%40%50%60%70%80%90%

100%

3% 5%

28%

47%

18%

How do you feel about the makeup that is available to you?


10%20%30%40%50%60%70%80%90%

100%85%

10%5%

How do you feel about the prices you pay for makeup?

Option 1 Option 20%

20%

40%

60%

80%

100%62%

38%

Do you feel there are enough makeup product choices for your age?


10%20%30%40%50%60%70%80%90%

100% 78%

11% 11%

How important is the product packaging?

Importance Scale 1

Importance Scale 2

Importance Scale 3

Importance Scale 4

0%10%20%30%40%50%60%70%80%90%

100%

17%

46%

13%24%

How important is it that the product packaging is eco-friendly?

Importance Scale 1

Importance Scale 2

Importance Scale 3

Importance Scale 4

0%10%20%30%40%50%60%70%80%90%

100%

25%

42%

14% 18%

How important is the quality of product ingredients?

Importance Scale 1

Importance Scale 2

Importance Scale 3

Importance Scale 4

0%10%20%30%40%50%60%70%80%90%

100%

53%

35%

7% 5%

What magazines do you read? (Please select all that apply)

Magazine 1 Magazine 2 Magazine 3 Magazine 4 Magazine 5 Magazine 6 Magazine 7 None of the Above

Other0%

10%20%30%40%50%60%70%80%90%

100%

40% 41%

29%38%

28%26%

9%21%

6%

Do you know the following fashion models? (Please select all that apply)

Model 1 Model 2 Model 3 Model 4 Model 5 Model 60%

10%20%30%40%50%60%70%80%90%

100%

64%

18%

57%

82%

35%

20%

Are you interested in makeup looks from past eras?


10%20%30%40%50%60%70%80%90%

100%

51%

28%21%

Whose makeup look do you most closely identify with?

Option 1

Option 2

Option 3

Option 4

Option 5

Option 6

Option 7

Option 8

Option 9

Option 10

Option 11

None of the above

Other0%

10%20%30%40%50%60%70%80%90%

100%

5% 8% 9% 7%9%

1%

16%9% 7% 6% 5%

16%

3%

Which of the following best describes your ethnic background or descent?

White

or Cauca

sian

Black or A

frica

n Ame...

Hispanic o

r Latino

Asian or P

acific I

sla...

Prefer not to

answer

Other0%

10%20%30%40%50%60%70%80%90%

100%

59%

5% 9%18%

6%3%

A B O U T T H I S S U RV E Y

This survey was conducted online via social networks 12/17 – 12/21/2010 among 500 individuals.

This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be

calculated.

For more in depth survey methodology, please contact Lab42 at [email protected]