The New Female Agenda
Positive beauty – women redefining beauty on their terms
Beauty is Personal
The beauty conversation has changed from “Does it work?” to “Does it work for me?”*
(% Agree)
I choose brands and products that match my values
- Self-confident 79%
- Not self-confident 65%
I only consider brands that are honest and transparent with consumers
- Self-confident 77%
- Not self-confident 64%
I am considering personalised beauty products that are tailored specifically to me in the next year
- Self-confident 46%
- Not self-confident 47%
*http://wwd.com/business-news/business-features/think-tank-new-beauty-consumer-11078221/
SOURCE: Beauty Survey, a News DNA online survey conducted in November 2017 amongst women across our NLM panel and Whimn network,
Sample size: 3,033
Beauty with Purpose
Women show their support through what they buy and the brands they support
(% Agree)
I expect brands to do more for society than just generate a profit
- Self-confident 78%
- Not self-confident 70%
I am looking for beauty products aligned with my ethics and lifestyle choices (eg animal welfare, natural, organic)
- Self-confident 69%
- Not self-confident 59%
SOURCE: Beauty Survey, a News DNA online survey conducted in November 2017 amongst women across our NLM panel and Whimn network,
Sample size: 3,033
Enhancement over Transformation
The social climate is around body positivity and self-love
(% Agree)
I consider myself to be self-confident or comfortable in my own skin
- Self-confident 100%
- Not self-confident 38%
I spend less than 20 minutes a day on my beauty routine
- Self-confident 69%
- Not self-confident 77%
SOURCE: Beauty Survey, a News DNA online survey conducted in November 2017 amongst women across our NLM panel and Whimn network,
Sample size: 3,033
From URL to IRL
Beyond online convenience, consumers expect authentic brand experiences as they put more value on experiences (over things) and spend more on experiences
(% Agree)
Beauty is an experience. It is all about experimenting, testing and having fun
- Self-confident 64%
- Not self-confident 51%
SOURCE: Beauty Survey, a News DNA online survey conducted in November 2017 amongst women across our NLM panel and Whimn network,
Sample size: 3,033
Natural is the New Norm
With limited time and overwhelming amounts of information, natural is simple, easy to understand and women aspire to live this way
(% Agree)
I aspire to a more natural and simple lifestyle
- Self-confident 81%
- Not self-confident 73%
I look for products with clearly identifiable and familiar ingredients
- Self-confident 68%
- Not self-confident 60%
I think fewer ingredients is often better when it comes to beauty products
- Self-confident 64%
- Not self-confident 60%
I would consider trying natural makeup in the next 12 months
- Self-confident 56%
- Not self-confident 59%
Natural Beauty Undercurrents: Clean Beauty
A shift to a deeper focus of being ingredient conscious - how safe are they to use?
(% Agree)
I only consider brands that are honest and transparent with consumers
- Self-confident 77%
- Not self-confident 64%
I often purchase products based on one ingredient (e.g. Argan oil, Aloe Vera, Coconut Oil)
- Self-confident 54%
- Not self-confident 49%
I spend time researching the ingredients used in beauty products
- Self-confident 45%
- Not self-confident 33%
Natural Beauty Undercurrents: Transparent Beauty
Driven by self-awareness and honesty, women are embracing their beauty
(% Agree)
I want my make-up to be as natural as possible
- Self-confident 85%
- Not self-confident 78%
SOURCE: Beauty Survey, a News DNA online survey conducted in November 2017 amongst women across our NLM panel and Whimn network,
Sample size: 3,033
Skintellectualism
Science-backed beauty that provides “worry-free, highly efficacious” products
(% Agree)
I am only satisfied with a product if I can see real results
- Self-confident 90%
- Not self-confident 86%
I think clinically proven benefits are important when buying a beauty product
- Self-confident 83%
- Not self-confident 77%
I look for products with clear benefits listed on the packaging
- Self-confident 77%
- Not self-confident 71%
SOURCE: Beauty Survey, a News DNA online survey conducted in November 2017 amongst women across our NLM panel and Whimn network,
Sample size: 3,033
Beauty Simplified
Women are embracing the simple - how can they get the same results faster? They are willing to pay more for products and services that offer simplicity and save time
(% Agree)
Ease of use is important when buying a beauty products
- Self-confident 95%
- Not self-confident 91%
I am easily overwhelmed by too much choice and product nuances based on different skin tone, age, hair type or colour
- Self-confident 63%
- Not self-confident 68%
I spend less than 10 minutes on my beauty routine
- Self-confident 30%
- Not self-confident 34%
SOURCE: Beauty Survey, a News DNA online survey conducted in November 2017 amongst women across our NLM panel and Whimn network,
Sample size: 3,033
Women Use Trusted* Sources For Their Beauty Content
(% Agree)
Websites
- Self-confident 64%
- Not self-confident 63%
Word of mouth
- Self-confident 61%
- Not self-confident 59%
NET ANY social media
- Self-confident 55%
- Not self-confident 58%
Magazines
- Self-confident 52%
- Not self-confident 46%
In store (pharmacy/department store/specialist store)
- Self-confident 51%
- Not self-confident 46%
- Self-confident 36%
- Not self-confident 39%
- Self-confident 28%
- Not self-confident 29%
Online beauty retailer
- Self-confident 21%
- Not self-confident 23%
YouTube
- Self-confident 15%
- Not self-confident 20%
Retail websites
- Self-confident 14%
- Not self-confident 17%
- Self-confident 13%
- Not self-confident 16%
Snapchat
- Self-confident 4%
- Not self-confident 8%
Other
- Self-confident 3%
- Not self-confident 2%
*Newspaperworks 2018 AdTrust Study - The Company You Keep
SOURCE: Beauty Survey, a News DNA online survey conducted in November 2017 amongst women across our NLM panel and Whimn network,
Sample size: 3,033