Conceal and Reveal: What Beauty Consumers Really Think?
Let’s take a look at what our Beauty Buddies have to say on the subject.
In the fast-paced world of beauty, where trends come and go like the seasons, a few products have stood the test of time. Today we look at one of them: Concealer. Often hailed as a miracle worker in the realm of cosmetics, concealer has become a staple in virtually every makeup bag. But what exactly makes concealer such a powerhouse in the beauty industry and why are customer preferences crucial in its evolution?
Concealer is the hidden hero of makeup; with a few swipes, it can brighten tired eyes, conceal imperfections and shape facial features. Its adaptability is unrestricted, from achieving flawless complexions by camouflaging imperfections and evening out skin tone. Whether it's covering up blemishes, redness, dark spots, or discoloration, concealers provide targeted coverage that the majority of foundations alone cannot achieve. The ability to seamlessly blend it into the skin while providing high coverage makes them a staple in makeup routines worldwide.
What sets concealers apart from other complexion products is their versatility in addressing a wide range of skincare concerns. From under-eye circles and puffiness to acne scars and hyperpigmentation, there's a concealer formulated to tackle virtually every skin issue. Brands have responded to the diverse needs of consumers by developing specialised concealers tailored to specific concerns, such as hydrating formulas for dry skin, long-wearing options for oily skin and color-correcting palettes for complexions with multiple concerns.
The makeup industry thrives on innovation, and concealers are no exception. Over the years, we've witnessed a surge in groundbreaking formulations, applicators, and packaging designs aimed at revolutionising the concealer game.
From cushion compacts and doe-foot applicators to airbrush sprays and stick formats, brands are constantly pushing the boundaries of what concealers can achieve. This spirit of innovation not only enhances the user experience but also fosters inclusivity by catering to a diverse range of skin tones, types, and preferences.
One of the most significant advancements in the world of concealers is the expansion of shade ranges to be more inclusive. Gone are the days when finding a concealer that matched your skin tone was like searching for a needle in a haystack. Today, brands are prioritising shade diversity, offering extensive ranges that cater to fair, medium, deep and rich skin tones.
In recent years, there has been a growing demand for clean beauty products that prioritise natural, non-toxic ingredients. This shift towards clean beauty has influenced the development of concealers formulated without harmful chemicals, parabens, sulphates, and synthetic fragrances. Consumers are increasingly conscious of what they put on their skin, prompting brands to prioritise transparency and sustainability in their product formulations and manufacturing processes.
In today's bustling beauty market, where new products flood the shelves every week, concealers remain a timeless favourite among consumers. With countless brands offering an array of formulas, shades, and finishes, the options are endless. From full-coverage creams to lightweight liquids and even color-correcting palettes, there's a concealer to suit every skin type, concern and preference.
While the beauty industry is constantly evolving, one thing remains constant: the importance of customer preferences. At Beauty Buddy, our mission is to provide invaluable insights to beauty brands by conducting surveys that delve into consumer preferences. Through these surveys, we gather feedback, track trends, and stay deeply connected to the ever-changing needs of consumers. By offering this comprehensive understanding of customer preferences, we empower beauty brands through our Market Research to tailor their products and strategies to better resonate with their target audience, ultimately driving success in the competitive beauty market.
Here are some of the interesting insights from our latest survey, with our Beauty Buddies, on all things concealer!
Frequency of use
A significant number, 69%, of our survey participants use concealer on a daily basis, showcasing its integral role in their everyday makeup routines.
While 23% indicated using concealer several times a week, emphasising its frequent incorporation into their beauty regimens.
A smaller yet notable 7% reported using concealer occasionally.
Interestingly, only 1% admitted to rarely using concealer, suggesting that it remains a staple product for the vast majority of participants.
Motivations
The primary motivations for using concealer varied. Beauty Buddies were asked to select all relevant answers.
Over 80% use concealer to brighten the under-eye area and to cover dark circles under the eyes.
Around 64% cited correcting skin discoloration (e.g., redness, hyperpigmentation) as their main reason for using concealer, while 56% use it to hide blemishes/acne.
Additionally, 44% mentioned using concealer for contouring and highlighting purposes.
Formulas
When asked to select the concealer formulas that they use the majority, 67%, selected liquid concealer, appreciating its versatility and seamless blending.
Around 17% expressed a preference for cream concealer, valuing its hydrating properties and buildable coverage.
11% opted for stick concealer, citing its convenience and ease of application.
A smaller number, 4%, favour concealers such as colour-correcting shades like green, peach and lavender, for targeted correction of specific skin concerns.
Interestingly, less than 1% indicated a preference for powder concealer.
Application
When asked their preferred method of application almost half, 49%, favour using a beauty blender or sponge, loving its ability to seamlessly blend concealer for a flawless finish.
Around 29% preferred applying concealer with their fingers, appreciating the warmth of the skin for effortless blending.
A smaller amount, 22% indicated a preference for using a makeup brush, highlighting its precision and control in application.
Key Influence
When asked what they were looking for from their ideal concealer 67% identified coverage as the most crucial factor. They prioritised the ability of the concealer to effectively camouflage imperfections and provide a flawless complexion.
Around 15% cited shade range as the primary consideration, emphasising the importance of finding a shade that matches their skin tone perfectly.
Additionally, 10% prioritised longevity, seeking concealers that offer long-lasting wear throughout the day.
A smaller yet noteworthy 6% indicated ingredients as their top concern, preferring concealers formulated with clean and skin-friendly ingredients.
And finally, less than 2% considered price and brand reputation as the most important factors when making their concealer purchasing decision.
Shade Selection
Determining the right shade of concealer for one's skin tone is a process that varies among individuals, as evidenced by responses from the participants.
41% of respondents rely on trial and error, experimenting with different shades until finding the perfect match.
Around 24% opt to match their concealer shade to their foundation shade, ensuring seamless blending and cohesion in their makeup look.
While a further 24% use online shade-matching tools, leveraging technology to find their ideal concealer shade from the comfort of their homes.
A smaller yet significant 11% seek advice from beauty professionals, valuing their expertise and guidance in selecting the perfect concealer shade.
Coverage Preferences
37% indicated a preference for medium coverage, seeking a balance between concealing imperfections and maintaining a natural-looking finish.
33% opt for buildable coverage, appreciating the flexibility to customise coverage according to their specific needs.
23% prefer full coverage, prioritising a concealer that can effectively camouflage even the most stubborn imperfections.
While 7% prefer sheer coverage, aiming for a lightweight and breathable finish.
Setting Concealer
Setting concealer is a crucial step in many makeup routines.
53% use translucent setting powder, valuing its ability to lock in concealer without altering its shade.
Around 15% opt for pressed powder, appreciating its convenience and portability for on-the-go touch-ups.
Similarly, 15% use setting spray to set their concealer, ensuring longevity and a dewy finish.
9% prefer tinted setting powder, adding a hint of colour while setting their concealer.
Interestingly, around 8% of respondents indicated that they don't set their concealer at all
Top 3 Brands
When asked to name their favourite concealer brand, based on the survey responses only, it's evident that Huda Beauty, Nars, and Maybelline are the top three favourite concealer brands among participants.
These brands have garnered significant recognition and trust from consumers, reflecting their commitment to quality, innovation, and inclusivity in the beauty industry.
Other brands such as L'Oreal, Too Faced, and Estée Lauder also made the top 10.
Are you keen to gather valuable feedback and insights directly from your target audience? Don't hesitate to reach out to us today to discuss the exciting possibilities of running targeted surveys. Let us help you achieve your goals!
We understand the importance of knowing your target audience. Do you make assumptions about your consumers, their preferences, opinions and needs? Understanding your consumers is key to ensuring your business decisions are well-informed and effective.
AT PXBB we run targeted survey campaigns, through Beauty Buddy the app, for our clients. Surveys provide answers, generate fresh data and insights, they substantiate assumptions and also help identify new trends.
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