Although covered by a mask, women tend to use lipstick or use lip cream to polish the lips rather than using make up for the eyes. Why is it like that?
This is interesting to know further, therefore we conducted an online survey to the KG Media audience and got 1153 respondents who were divided into four statuses, namely Housewives, College Student, Workers and Non-Workers. We found a variety of interesting insights that we have summarized below. We also recommend several strategic steps for brands so that they can tap in on the condition of their target audience during this pandemic that will end soon.
Women Want to Keep Looking Beautiful
In New Normal Even Wearing a Mask
Source: Survey KG Media
New normal is a situation in a pandemic that makes many people able to carry out their activities again even though they still have to be at the limits that have been determined. In addition, the rules to remain obedient to health protocols are also a common concern.
This allows women, both housewives, students, workers and non-workers to carry out some of their activities. As in the first data above, it shows that female students are able to gather again with their friends in public places such as malls or cafes, housewives who can shop at traditional market or supermarkets, to workers and non-workers who can attend friends’ weddings.
From these various activities, it certainly becomes the basis from them to continue to look beautiful even though their faces are covered by masks. From this insight, it can be concluded that it is true that the habit of applying make-up cannot be abandoned despite the pandemic. This fact is certainly a benchmark for the brand.
Then, What Type of Make-up is Used Most Often?
Source: Survey KG Media
From the second data above, it is clear that the types of make-up that they use the most or often are powder, lipstick, and lip cream. In fact, the lips are the part that is covered by the mask when doing activities outside the home, but women still keep it on.
Related to the type of make-up they use the most, there was another interesting insight when we asked them if the pandemic had not ended, did they still use make-up, and their answer was that they used it. This can be seen form the third data below.
Source: Survey KG Media
From the third data above, it shows that the use of this type of make-up will be the same as during this pandemic or new normal. This insight can be a separate note for the brand in preparing the next step.
Then, based on the types of make-up that have been mentioned in the various data above, what make-up trends will they choose in 2021? From the fourth data below, we found that the make-up thren that they chose was natural make-up.
Source: Survey KG Media
Following the choice of natural make up as a trend followed by the majority of housewives, female students, workers and non-workers, there are other interesting things, namely the trend of Korean Make-Up Bold Make-Up. Knowing the make-up trend that is their choice will certainly make it easier for brands to shape or sharpen their communication for them as the target audience.
What Makes Them Buy Make-up Products?
Source: Survey KG Media
The fifth data above is certainly the insight that the brand has been waiting for. It should be noted that there are two colors, the blue one indicates the condition if the pandemic ends and the pink one indicates the condition if the pandemic has not ended.
The interesting insight is that when the pandemic ends, they will consider quality first before buying make up products. There is quality and price. Still in the context that if the pandemic ends, price is a second consideration for them to buy make up products.
This can be mean that if the pandemics is over, they will no longer be on guard too tight for their financial condition so they can buy make-up products that good quality and worth the price. Then, for a list of other considerations, such as BPOM certification, Halal certification, environmentally friendly, organic materials, to being free form animal cruelty, it can be a concern for brands in building or sharpening their make-up product communications.
Especially for environmentally friendly points. This point should get special attention from the brand in building or sharpening marketing and advertising communications. This is related to the data listed below.
Source: Survey KG Media
Workers, non-workers and even housewives nowadays put the value of eco-friendly into their considerations before buying any product, especially make-up products. This means that housewives specifically understand how environmental sustainability is one of the main things for survival. So that consideration or concern can be used by brand to formulating the communication.
And What Can Brands Prepare for Next?
From the various insights above, many things can be prepared by the brand as the next step.
Like the insight point that tells powder, lipstick, and lip cream are the types of make-up that are most often used in various women’s activities, this is a record for brands that have these type of make-up products to prepare communication and advertising materials.
Communication materials or creatives that will be built or sharpened can take advantage of some of the insights above as well. Like knowing what are women considerations before they buy make-up products, knowing what make-up trends are for 2021, and what activities make them use the products.
Those three points can be combined to become a solid and sharp communication pillar. So, they will know what make up products form brands are the solution to always look beautiful in all activities and conditions. In addition, to preparing the communication, of course brand can still do many other things.
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