Gut Check：2022年天然优质粉底报告（EN）

Naturaland

Premium

Foundation

AgileAttitudes&UsageTMStudy

TableofContents

03Background&Objectives

05Methodology

07ExecutiveSummary

11Chapter1:

ReasonstoPurchase

14

18

21

Chapter2:

DefiningNatural&Premium

Chapter3:

BarrierstoPurchase

Appendix

Background&Objectives

Background

GutCheck’sMarketingteamwasseekinganAgileAttitudes&Usagestudythatcouldbeusedasmarketingmaterialtobothshowthelevelofanalysisprovidedwiththatproductandtoshareouttopotentialclientsinthecosmeticsindustry.

Objectives

•Howdowomendefinenaturalandpremiumfoundation?

•Whydowomenbuyfoundationfrombrandsthatarenaturalorpremium?Whydotheynot?

Previously,GutCheckranqualitativeresearchintheUSfocusingon

naturalbodycareproducts.Resultsindicatedthatmostpeopledon’t

buynaturalpersonalcareproductsbecauseofthehighcost,though

manypositivebenefitsareattributed.GutCheckseeksadeeper

understandingofhowwomendefine“natural”and“premium”inthe

contextoffoundationandtodeterminethekeydifferentiatorsof

naturalfoundation.

4

Methodology

6

Method#ofRespondents

AgileAttitudes&Usage401

QualifyingCriteria

Females

Age

18-55

Region

Capture

KidsinHH

Capture

HHI

Capture

MakeupWorn

Wearsfoundationatleast4timesperweek

BrandsWorn

Capture

PreferredBrand

Capture*

PremiumorNaturalFoundationPurchasersorConsiderers

Audience

Gender

Methodology

Thisstudywasconductedviaanonlinequantitativesurvey.Eachsurveylastedapproximately7minutes.

Surveyclickswerebalancedtopopulation

leveldataonAge,Gender,andRegionto

ensureanaturalfalloutofthesample.

*Throughoutthereportwecompared“PremiumPreferred”and“NaturalPreferred,”definedasthosewhosepreferredbrandoffoundationwasclassifiedinanalysisasapremiumornaturalbrand,respectively.

ExecutiveSummary

KeyFindings

Thedifferencesbetweenhowwomendefine

premiumandnaturalareslight,anddon’t

leadtoanincreasedinterestinnatural.

Wewearthefoundationbecauseit’slightweight,easytoputon,andmatchesourskintone.Welikethatitmakesourskinlookflawlessallday.Thesearethereasonswelikethefoundationwedoregardlessofwhatbrandthatfoundationcomesfrom.Frompremiumbrands,weexpectfoundationthatmakesourskinlooknaturallyflawlessanduseshighqualityingredients.Foundationfromnaturalbrandsdoesthosethingstoo,butalsousesorganicingredientsandiseco-friendly.Thoseofuswhoprefernaturalfoundationmightnotknowexactlywhatbrandsarenatural,

sinceeventhoughwesaythatanaturalbrandisourfavorite,wealsodon’tcareaboutbuyingfoundationfromnaturalbrands.Additionally,wedon’tchooseafoundationjustbecauseitisfromanaturalbrandname.Ifwethinkofacertainbrandaspremium,we’remorelikelytoattributethepositivecharacteristicswelookforfromourpreferredfoundationtothatbrand’sfoundation.

8

9

KeyFindings

Womenbuythefoundationtheydobecauseofthewayitmakesthemlook,notbecauseitcomesfromanaturalbrand.

Top3

ReasonstoBuy

50%+

Ofconsumersbuy

foundationbecause

itfeelslightweight,is

easytoapply,andis

therightcolor

fortheirskin.

Definitionof

Premium

52%

Definepremium

foundationas

makingtheirskin

lookflawless.

Definitionof

Natural

45%

Definenatural

foundationasusing

organicingredients

andbeing

eco-friendly

Reasonsto

BuyNatural

26%

Buyfoundation

becauseitisfrom

anaturalbrand,

whichisnotoneof

thebiggestreasons

womenchoose

naturalfoundation.

Importanceof

NaturalBrand

25%

Ofthosewhose

favoritefoundation

isfromanatural

brandsaidtheydon’t

careaboutbuying

foundationfrom

naturalbrands.

10

ImplicationsForNaturalFoundationBrands

Naturalbrandscanfocusmessagingon

convincingconsumersoftheimportanceof

usingfoundationwithnaturalingredients.

Manywhobuynaturalfoundationfocusontheimportanceof

itlookingandfeelingnaturalasmoreReasonstoBuyNatural

Foundationimportantthanthefoundationhavingnatural

ingredientsorbeingfromanaturalbrand.

Mostwomenwouldnottryanewfoundationjustbecause

itcomesfromanaturalbrandname.Eventhosewhoprefer

foundationfromnaturalbrandsdon’tbuyitbecauseitisfrom

anaturalbrand.Convincingconsumersoftheimportanceof

naturalingredientscoulddifferentiatenaturalbrandnames.

Thosewhopreferpremiumfoundationthinkthatnatural

foundationlooksnaturalbutnotthatituseshighquality

ingredients.Additionaleducationaroundtheingredientsof

naturalfoundation,gearedtowardspremiumpurchasers,could

helptochangetheirminds.

ReasonstoPurchase

Chapter1:

10

12

ImpactOnPurchaseDecision,Total(n=401)

Ifwomenwantedtobuyanewfoundation,avarietyoffactorscouldinfluencetheirdecisionaboutwhichonetotry.

Womenprimarilylook

forwaystoverifythat

thefoundationwill

workforthem.

Therewereno

significantdifferences

betweensub-groups

Ifyouweredecidingtobuyanewkindoffoundation,whatwouldimpactyourdecision?

13

ReasonsForFoundationPurchase,PremiumVsNaturalPreferred*

Womenchoosethefoundationtheydoforthesamereasons,regardlessofthetypeofbrandtheyprefer.

Thesefeaturesarenottop-of-mind

formostwomenwhenexplainingwhy

theyusetheirpreferredfoundation.

Yousaidthat[pipe:preferredbrand]isyourfavoritebrandforfoundation.Whydoyouusethatfoundation?

*“PremiumPreferred”isdefinedasthosewhosepreferredbrandoffoundationwasclassifiedinanalysisasaPremiumbrandand“NaturalPreferred”wasclassifiedasaNaturalbrand.Note:Subsetofreasonswomenmightchoosetheirfoundationarepictured,fulldatacanbefoundinappendix.

Statisticallysignificantdifferencesareindicatedbyletterswhereupperlettersindicatesignificantdifferencesata95%confidenceinterval,lowercaseat90%.

Chapter2:

DefiningNatural&

PremiumFoundation

15

DifferentiatingPremiumandNatural,Total(n=401)

Certaincharacteristicsaremorestronglyassociatedwithpremiumfoundationthannaturalfoundation.

Thetopcharacteristics

associatedwithpremium

foundationaresimilarto

whatwomenlookforfrom

theirpreferredfoundation.

“Looksnatural”isakey

attributeofbothpremium

andnaturalfoundation.

Naturalfoundationisdefined

morebyitsingredients

thanitsfunctionality.

Whatarethekeycharacteristicsofafoundationfromapremium/naturalbrand?

Note:Someansweroptionshavebeenremoved.Fulldatacanbefoundinappendix.

16

DefiningPremium,PremiumVsNaturalPreferred*

Regardlessofthetypeoffoundationwomenprefer,theyagreethatpremiumfoundationmakesskinlookflawlessanduseshighqualityingredients.

Thosewhoprefernaturalfoundation

thinkofpremiumfoundationasusing

highqualityingredients,butdon’t

thinkthatitlooksnatural.

Thosewhoprefernaturalbrands

aremorelikelytothinkthatpremium

foundationisexpensiveandcomes

inappealingpackaging.

Whatarethekeycharacteristicsofafoundationfromapremiumbrand?

*“PremiumPreferred”isdefinedasthosewhosepreferredbrandoffoundationwasclassifiedinanalysisasaPremiumbrandand“NaturalPreferred”wasclassifiedasaNaturalbrand.Note:Topanswersarepictured,fulldatacanbefoundinappendix.

Statisticallysignificantdifferencesareindicatedbyletterswhereupperlettersindicatesignificantdifferencesata95%confidenceinterval,lowercaseat90%.

17

DefiningNatural,PremiumVsNaturalPreferred*

Thekeycharacteristicsthatwomenassociatewithnaturalfoundationaresimilartothoseassociatedwithpremiumfoundationregardlessofwhichtypeofbrandwomenprefer.

Thosewhopreferpremium

foundationdon’tnecessarilythink

ofnaturalfoundationashaving

highqualityingredients.

Whatarethekeycharacteristicsofafoundationfromapremiumbrand?

*“PremiumPreferred”isdefinedasthosewhosepreferredbrandoffoundationwasclassifiedinanalysisasaPremiumbrandand“NaturalPreferred”wasclassifiedasaNaturalbrand.Note:Topanswersarepictured,fulldatacanbefoundinappendix.

Statisticallysignificantdifferencesareindicatedbyletterswhereupperlettersindicatesignificantdifferencesata95%confidenceinterval,lowercaseat90%.

Chapter3:

BarriersToPurchase

19

ReasonsNotToBuyPremium,Age

Youngerwomenciteprice,variety,andeffectivenessasreasonswhytheywouldn’tbuyfoundationfromapremiumbrand.

Over50%ofwomen36-55

don’tseeabarriertobuyinga

premiumfoundation.

WhywouldyouNOTbuyfoundationfrompremiumbrands?

Statisticallysignificantdifferencesareindicatedbyletterswhereupperlettersindicatesignificantdifferencesata95%confidenceinterval,lowercaseat90%.

20

ReasonsNotToBuyNatural,Age

Youngerwomenarelesslikelytobuyanaturalfoundationduetopriceandthelackofimportance/efficacyforthempersonally.

Over50%ofwomen36-55

don’tseeabarriertobuyinga

naturalfoundation.

WhywouldyouNOTbuyfoundationfromnaturalbrands?

Statisticallysignificantdifferencesareindicatedbyletterswhereupperlettersindicatesignificantdifferencesata95%confidenceinterval,lowercaseat90%.

Appendix

22

ReasonsForFoundationPurchase,Total(n=401)

Yousaidthat[pipe:preferredbrand]isyourfavoritebrandforfoundation.Whydoyouusethatfoundation?

23

ReasonsForFoundationPurchase,PremiumPreferred(n=120)

Yousaidthat[pipe:preferredbrand]isyourfavoritebrandforfoundation.Whydoyouusethatfoundation?

“PremiumPreferred”isdefinedasthosewhosepreferredbrandoffoundationwasclassifiedinanalysisasaPremiumbrand.

24

ReasonsForFoundationPurchase,PremiumPreferred(n=103)

Yousaidthat[pipe:preferredbrand]isyourfavoritebrandforfoundation.Whydoyouusethatfoundation?

“NaturalPreferred”isdefinedasthosewhosepreferredbrandoffoundationwasinanalysisasaNaturalbrand.

25

DefiningPremium,Total(n=401)

Thesearethecharacteristicsthatdefinefoundationfromnaturalbrands.

Whatarethekeycharacteristicsofafoundationfromapremiumbrand?

26

DefiningNatural,Total(n=401)

Whatarethekeycharacteristicsofafoundationfromanaturalbrand?

27

Gender

Male

Female

100%

-

Region

Midwest-IL,IN,IA,KS,MI,MN,MO,NE,ND,OH,SD,WI

21%

Northeast-CT,ME,MA,NH,NJ,NY,PA,RI,VT

18%

South-AL,AR,DC,DE,FL,GA,KY,LA,MD,MS,NC,OK,SC,TN,TX,VA,WV

39%