TGI Cosmetics Archetypes extract

TGI COSMETICS ARCHETYPESPROFILING

COSMETICS ARCHETYPESRELATIVE SIZE

SELF-CONSCIOUS SPENDERS

1.3m women

SASSY & STYLISH1.1m women

POWERFUL PURCHASERS

430k women

FAMILY-FIRST FASHIONISTAS

500k women

COSMETICS MARKETMONTHLY SPEND DATA VOLUMETRICS

Base: All Women 15+ Source: GB TGI 2012 Q4

£14,516,000

£4,294,000

£10,514,000

£4,893,000

£89,966,000

Self-Conscious Spenders Powerful Purchasers

Sassy & Stylish Family-First Fashionistas

Others

COSMETICS MARKETMONTHLY SPEND DATA AVERAGE

Base: All Women 15+ Source: GB TGI 2012 Q4

GROUP SIZEAVERAGE MONTHLY

SPEND

+ / - AVERAGE

Self-Conscious Spenders

1.3m £15.30 +90%

Powerful Purchasers 500k £14.10 +75%

Sassy & Stylish 1.1m £12.90 +60%

Family-First Fashionistas

430k £13.20 +64%

Others 13m £6.92 -14%

SELF-CONSCIOUS SPENDERS1.3M WOMEN

Base: All Women 15+ Source: GB TGI 2012 Q4

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

15-24 25-34 35-44 45-54 55-64 65+

Age Split

All Women

SCSs

Social DNA Map*

66

146

41

125

141

74

142

118

47

High Global Capital

Low Global Capital

Cul

tura

l Dom

inat

ing

Econom

ic Dom

inating

* See Social DNA Map Explanation in Appendix

TGI Lifestage

1 Fledglings 448

2Flown the Nesters

280

3 Nest Builders 215

For more information about TGI Lifestage, click here.

By IndexWorking Status

High Indexing Attitude Statements

“I would consider having cosmetic surgery” (306)

“What I want most is to be attractive” (206)

“I worry a lot

about myself”

(191)

“I like to stand out in

a crowd” (309)

“I have a very good sense of

style” (198)

31%

21%22%

26%Full Time

Part Time

Studying

Non-Work

High Indexing Toiletries & Cosmetics Purchasing Factors

(By Index)

Factor IndexVert.

%

Packaging 347 7%

The Manufacturer’s Brand

178 20%

Sales Promotion 153 22%

POWERFUL PURCHASERS430,000 WOMEN

Base: All Women 15+ Source: GB TGI 2012 Q4

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

15-24 25-34 35-44 45-54 55-64 65+

Age Split

All Women

S2

Social DNA Map*

12

63

124

57

88

130

121

84

219

High Global Capital

Low Global Capital

Cul

tura

l Dom

inat

ing

Econom

ic Dom

inating

* See Social DNA Map Explanation in Appendix

TGI Lifestage

1Mid-Life Independents

295

2Unconstrained Couples

233

3 Hotel Parents 224

For more information about TGI Lifestage, click here.

By IndexWorking Status

High Indexing Attitude Statements

“I prefer to wear a different

perfume from my friends” (287)

“I like to stand out

in a crowd”

(294)

“Beauty / styling

products help me feel good about myself”

(201)

“I look after my health to improve my appearance”

(158)

42%

27%

10%

21% Full Time

Part Time

Homemaker

Retired / Non-Working

High Indexing Toiletries & Cosmetics Purchasing Factors

(By Index)

Factor IndexVert.

%

Test Sample 334 13%

Ease of Application 267 16%

The Manufacturer’s Brand

175 20%

“I like to have control over people and resources” (192)

SASSY & STYLISH1.1M WOMEN

Base: All Women 15+ Source: GB TGI 2012 Q4

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

15-24 25-34 35-44 45-54 55-64 65+

Age Split

All Women

S&Ss

Social DNA Map*

99

226

167

145

159

111

High Global Capital

Low Global Capital

Cul

tura

l Dom

inat

ing

Econom

ic Dom

inating

* See Social DNA Map Explanation in Appendix

TGI Lifestage

1Unconstrained Couples

213

2Secondary School Parents

200

3Primary School Parents

192

For more information about TGI Lifestage, click here.

By IndexWorking Status

High Indexing Attitude Statements

“I want to get to the very top in

my career” (162)

“I like others to look at me” (120)

“I would like to set-up my

own business one day” (177)

“I have a very good sense of style” (119)

41%

25%

12%

22%Full Time

Part Time

Homemaker

Retired / Non-Working

High Indexing Toiletries & Cosmetics Purchasing Factors

(By Index)

Factor IndexVert.

%

Consumer / User Reviews 245 8%

Test Sample 205 8%

Sales Promotion 173 25%

“I really enjoy shopping for clothes”

(135)

FAMILY-FIRST FASHIONISTAS500k WOMEN

Base: All Women 15+ Source: GB TGI 2012 Q4

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

15-24 25-34 35-44 45-54 55-64 65+

Age Split

All Women

FFFs

Social DNA Map*

111

74

53

87

133

94

160

121

54

High Global Capital

Low Global Capital

Cul

tura

l Dom

inat

ing

Econom

ic Dom

inating

* See Social DNA Map Explanation in Appendix

TGI Lifestage

1Playschool Parents

255

2 Nest Builders 178

3 Fledglings 155

For more information about TGI Lifestage, click here.

By IndexWorking Status

High Indexing Attitude Statements

“I like to keep up with the

latest fashions”

(380)

“I am a perfectionist”

(142)

“It is important

to be attractive

to the opposite

sex” (178)

“My family is more

important to me than my career”

(126)

29%

32%

22%

17% Full Time

Part Time

Homemaker

Retired / Non-Working

High Indexing Toiletries & Cosmetics Purchasing Factors

(By Index)

Factor IndexVert.

%

Consumer / User Reviews 278 9%

Professional Reviews 206 6%

Friends / Family Suggestions 196 13%

“Because of my busy lifestyle, I don’t take care of myself as well

as I should” (175)