Make-up products research

Key findings

1. Young women wear make-up more often, and frequency falls with age; working women usually wear make-up every day.
2. Consumers choose different brands by product group: Maybelline leads eye make-up, Flormar lips and nails; women over 40 prefer L’Oréal more.
3. Garnier and Nivea stand out in make-up removal and Nivea in body products.
4. 85 in 100 women buy make-up at personal care stores; brand stores are also frequently used.
5. Quality and reliability matter more than price, especially over 40; younger women follow trends more.
6. The 15–29 age group is most influenced by influencers.
7. Brown and pastel shades lead 2020 trends; working women prefer burgundy more, women over middle age lighter shades.

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