8 March Presents. Perceptions of women and men on cosmetics
With only a flower, spring will not begin. But what about with a scent? The latest study conducted by the market research company Reveal Marketing Research on the cosmetics segment, shows that Romanians are increasingly interested in gifts such as perfumes, makeup products and other cosmetics.
8 March
Thus, 83% of men say that women would appreciate if they received perfumes as a gift on 8 March, very close to the expectations of women who 79% want to receive perfume. Cosmetics are also among the top gifts given by men, namely skincare products, in a proportion of 72%. Women’s desires are relatively close and when it comes to skincare products – 68% said they would like to receive.
65% of women would like to receive beauty / make-up products, and 68% of men offer them, the Reveal Marketing Research study also found out.
The situation is almost identical with regard to hair care products, with 65% and 62% respectively, being a difference of 3% between the two sexes.
Cosmetics preferences of Romanian women
How do Romanians choose cosmetics? The majority of the interviewed persons – 56% – chose the good quality-price ratio as the main decision-maker in the purchase of cosmetic products. The previous experience is important for 54% of the respondents surveyed, and 41% chose the list of ingredients, respectively 40% choose cosmetics from natural / organic ingredients. Less important are the discounts (31%) and the recommendation of friends (30%) or the opinions of influencers / public figures (11%).
Men vs. Cosmetics
As in the case of ladies and young ladies, 53% of men choose to buy cosmetics based on the quality-price ratio as the first criterion. Men are especially guided by the brand of products (48%) – to be a well-known brand and are less interested in the opinions of other people, such as doctors (23%) or influencers / public figures (15%).
Source of purchases of cosmetics
Haircare products: Hypermarkets (77%) and supermarkets (71%) are the most popular places to purchase haircare products for all categories analyzed. In contrast, mono-brand stores (35%) and online specialty stores (36%) are the least used, with a slight positive trend for young women aged 18 and 24.
Skincare products: For skincare products, women prefer pharmacies (62%) and online stores (58%). We notice significant differences among young people aged 18-24 and among women with high income (over 6000 lei). On the other hand, mono-brand stores are the least used to purchase skincare products.
Make-up products: Make-up products are thrifty, in the largest measure in mono-brand stores (64%), especially by people aged 18-24 (71%) and those with high income (76%). Physical (57%) or online (54%) specialty stores are the next in the list of preferences, and supermarkets (29%) or pharmacies (28%) are the least used.
Perfumes: Women opt for online specialty stores (57%), when they want to buy a perfume, but also from physical specialty stores (55%), especially women aged 45-55 years and with high income. The least popular sources of purchase for perfumes are pharmacies (17%) and supermarkets (14%).
Dividing a budget of 300 lei for the next 3 months
Most of the budget allocated to cosmetic products is allocated to perfumes – 97 lei. Women over the age of 55 allocate a significantly higher amount for perfumes – 125 lei on average. For all categories of respondents, perfume occupies the first position after the proportion of the budget, less for young women aged 18-24, who allocate a larger part of the budget to skin and skin care products (84 lei), but also for hair care (81 lei).
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About Reveal Marketing Research
Reveal Marketing Research is a full-service market research company, specialized in marketing research, sociological studies, customer insight, business strategy, market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the basis for the right decisions and brand positioning. Qualitative and quantitative solutions have been helping companies in Romania and Europe for 13 years.
Methodology: The Reveal Marketing Research study was conducted online between 25 February – 2 March 2022, on a representative sample for the universe of people aged 18+, from urban and rural areas. The sample size was 1,005 respondents, and the maximum sampling error is +/-3.1% at a 95% confidence level.
The data belongs to the market research company Reveal Marketing Research and is used to put into context the commercial studies conducted in the future for the company’s customers.