overview of beauty survey overview of beauty survey we surveyed a total of 300 consumers that use...

1

Overview of Beauty Survey

We surveyed a total of 300 consumers that use the web to research and/or purchase Beauty products and information

• A custom survey instrument (i.e. questionnaire) was developed tomeasure respondents’ use of the web, and search engines in particular, for researching and purchasing Beauty products and information

• The survey was conducted online, through a web-based interviewing process, in May/June 2005

• Our sample is evenly distributed across all age groups and genders

• Respondents were recruited through a variety of methods: web advertising, permission-based databases, public relations, telephone recruitment, partner-recruited panels, and alliances with heavily trafficked portals

• The survey was designed and administered by Media-Screen, an independent strategic market research firm, with sampling and data collection provided by GMI (Global Market Insite)

2

Use of Online for Researching and Purchasing Furniture and Home Appliances

Executive Summary

Source: 2Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005)

• The majority of users (80%) use a search engine to learn about and/or purchase Beauty products online.

• Search engine usage:

- 77% of Google users use a search engine to learn more about a Beauty product

- 70% of Google users use a search engine to compare prices

- 50% of Google users use a search engine to purchase a product online, rather than at a retail or department store

• 82% of all respondents use Google to learn about and/or purchase Beauty products

• The vast majority – 85% - have used a search engine to locate specific brand websites for Beauty products

• 87% of Google users say search engines are “very/somewhat important” for helping them research and/or purchase Beauty products

• After learning about them online, 81% of Google users ultimately purchased the items offline at a department store location

3

Online Activities in Beauty

Have you ever done any of the following online? Please select all that apply.

Users go online for a wide variety of Beauty-related activities; most popular: Learn more about a Beauty product (73%), Purchase (67%), and Compare prices (65%)

Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005)

43%

60%

65%

65%

67%

73%

1%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Other

Returned to the site where you purchased a product formore product information or customer service

Purchased a product online

Became aware for the first time of a new Beauty product

Compared prices of a Beauty product

Purchased a product at a retail or department store, afterresearching it online

Learned more about a Beauty product

Users

N=196

4

Types of Products Researched or Purchased

Which of the following types of Beauty products have you learned about and/or purchased online? Select all that apply.

Most popular types of Beauty products researched or purchased: Skin care (78%), Hair care (64%), Fragrances (58%), and Cosmetics (55%)

Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005)N=196

Users

78%

64%58% 55%

1%0%

10%

20%

30%

40%

50%

60%

70%

80%

Skin care products Hair care products Fragrances Cosmetics OtherN=196

5

Search Engines and Beauty Products

Do you ever use a search engine (such as Google, Yahoo, AOL or Ask Jeeves) to learn about and/or purchase Beauty products online?

80% of users have used a search engine to learn about and/or purchase Beauty products online


All Respondents

Yes80%

No20%

N=300

6

82%

53%

30% 27%19%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Google Yahoo MSN Ask Jeeves AOL

Popular Search Engines for Beauty Products

Which of the following search engines do you use to learn about and/or purchase a Beauty product? Select all that apply.

Google is the most popular search engine for learning about and/or purchasing beauty products


All Respondents

Netscape

Alta Vista

Lycos

iWon

Alltheweb

Looksmart

Infospace

Wisenut

Other

10% or less

N=240

7

Search Engine Activities in Beauty

Which of the following activities do you use a search engine to help you do? Please select all that apply.

Search participates in a wide variety of Beauty-related activities; most popular: Learn more about a Beauty product (77%), Compare prices(70%), and Purchase product online (50%)


32%

45%

47%

50%

70%

77%

2%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Other

Return to the site where you purchased a product for moreproduct information or customer service

Become aware for the first time of a new Beauty product

Purchase a product at a retail or department store, afterresearching it online

Purchase a product online, rather than at a retail ordepartment store

Compare prices of a Beauty product

Learn more about a Beauty product

Users

N=196

8

Search Engines for Finding Beauty Sites

Do you ever use a search engine to help you locate the site for a specific brand of Beauty product, such as Estée Lauder, Chanel or Christian Dior?

The vast majority – 85% – have used a search engine to locate specific brand websites for Beauty products


Yes85%

No15%

Users

N=196

9

Search and Types of Beauty Sites

Users search for specific brand sites across a variety of Beautycategories; most popular: Skin Care brands (68%), Fragrance brands (59%), Cosmetic brands (58%), and Hair Care brands (56%)

For which of the following types of Beauty products have you used a search engine to help find the site of a specific brand of beauty product? Select all that apply.


68%59% 58% 56%

2%0%

10%

20%

30%

40%

50%

60%

70%

Skin Care Fragrance brandsites

Cosmetics brandsites

Hair Care brandsites

Other

Users

N=167

10

Searching For Cosmetics Brand Sites

Which of the following Cosmetics brand sites do you use a search engine to help you find? Select all that apply.

Users search for a variety of Cosmetics brand sites, but Clinique (67%) and Estée Lauder (59%) lead all others by a wide margin


Users

13%18%

22%23%

28%29%

31%59%

67%

10%0% 10% 20% 30% 40% 50% 60% 70%

Stila

Laura Mercier

Prescriptives

Yves Saint Laurent

Bobbi Brown

Aveda

Origins

MAC

Estée Lauder

Clinique

N=97

11

Searching for Fragrance Brand Sites

Which of the following Fragrance brand sites do you use a search engine to help you find? Select all that apply.

Users search for a variety of Fragrance brand sites; most popular: Ralph Lauren (48%), Tommy Hilfiger (45%), and Estée Lauder (45%)


Users

17%19%

21%32%

38%41%

45%45%

48%

21%0% 10% 20% 30% 40% 50%

Other

Aramis

Donna Karan

Georgio Armani

Christian Dior

L’Oreal

Chanel

Estée Lauder

Tommy Hilfiger

Ralph Lauren

N=98

12

Searching for Skin Care Brand Sites

Which of the following Skin Care brand sites do you use a search engine to help you find? Select all that apply.

Users search for a variety of Skin Care brand sites; most popular: Clinique (51%), Estée Lauder (39%), and L’Oreal (37%)


Users

9%9%

12%14%14%

16%18%

22%25%

35%37%

39%51%

28%0% 10% 20% 30% 40% 50% 60%

Helena RubinsteinRodan & Fields

Christian DiorMAC

Kiehl’sBiotherm

PrescriptivesChanelOriginsAveda

L’OrealEstée Lauder

Clinique

OtherN=113

13

Searching for Hair Care Brand Sites

Which of the following Hair Care brand sites do you use a search engine to help you find? Select all that apply.

Users search for a variety of Hair Care brand sites; most popular: Redken (46%), Garnier (40%), and Matrix (39%)


Users

14%

15%16%

34%36%

39%

40%46%

30%0% 10% 20% 30% 40% 50%

Other

Kerastase

Bumble and Bumble

Kiehl’s

Clinique

Aveda

Matrix

Garnier

Redken

N=94

14

Sites Used, In Addition To Search Engines

When looking for information on Beauty products online, what kinds of sites do you normally use in addition to search engines? Select all that apply.

In addition to search engines, 55% of users also use beauty brand sites when looking for information; 48% use portals, 43% use beauty sites


28%

36%

37%

43%

48%

55%

5%

0% 10% 20% 30% 40% 50% 60%

Other

Lifestyle sites

Beauty/fashion magazine websites

Online pharmacies

Beauty sites that sell a variety of brands

Portal sites

Beauty brand sites

Users

N=196

15

First Stop for Finding Beauty Products

Including search engines, which type of online resource is your FIRST STOP for finding Beauty products online?

Search engines (39%) are the go-to online resource for finding Beauty products; portal sites are a distant second (15%)


Other, 5%Lifestyle sites, 2%

Beauty/fashion magazine websites, 6%

Online pharmacies, 8%

Beauty sites that sell a variety of brands, 11%

Beauty brand sites, 14%

Portal sites, 15%

Search engines

39%

All Respondents

N=196

16

Importance of Search Engine

Overall, how important is using a search engine for helping you research and/or purchase Beauty products?


87% say search engines are “Very” or “Somewhat Important” for helping them research and/or purchase beauty products

Somewhat unimportant, 1%

Neither important nor unimportant, 12%

Somewhat important

40%

Very important

47%

All Respondents

N=196

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Influential Information Sources for Purchase

From the list below, please select the information resources that most influence the beauty products you buy. Select all that apply.


As expected, Print (49%) and TV (46%) media are most influential resources for purchase of Beauty products; Search engines are also highly-influential (43%)

8%12%

23%43%43%

46%49%

8%0% 10% 20% 30% 40% 50%

Banner ads

Radio

“Sponsored links” on search engines

Direct mail pieces

Point-of-sale displays in stores

Searches on search engines

Television

Magazines/newspapers

Users

N=196

18

Future Channel Usage

In the future, would you say you will be using each of the following information sources “More Often,”“Less Often” or “About the Same” to learn about and/or purchase Beauty products? Select one per each row.

52% say they will use online/web more to learn about and/or purchase beauty products (Chart depicts percent saying "More")


Users

Radio9%

Direct mail pieces15%

Television16%

Point-of-sale displays in

stores17%

Magazines/newspapers

22%

Online/web52%

N=196

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Frequency of Research and/or Purchase

How often do you research and/or purchase Beauty products online?

48% research and/or purchase beauty products online regularly – at least once a month


Users

Once every 6 months or longer

10%Once every

4 to 6 months

12%

Once every 2 to 3 months

29%

Once a month, 14%

A few times a month, 24%

Once a week or more, 10%

N=196

20

Preferred Shopping Method

In general, do you prefer to shop for Beauty products online or at a department store?

36% prefer to shop online for beauty products, while 51% prefer to shop at a department store


Users

Not sure13%

Prefer to shop at a

department store51%

Prefer to shop online

36%

N=196

21

Reasons For Preferring Online

Why do you prefer shopping for Beauty products online as opposed to a department store? Select all that apply.

Users prefer shopping for Beauty products online for a variety of reasons, including: Convenience (82%) and No Sales Pressure (75%)


45%

56%

59%

61%

75%

82%

13%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Other

More information

Broader selection

Easier to use

Faster

No sales pressure

More convenient

Users

N=71

22

Reasons for Preferring Department Stores

Why do you prefer shopping for Beauty products at a department store as opposed to online? Select all that apply.

Users prefer shopping for Beauty products in a department store primarily because they can Test / Sample products (84%)


27%

28%

51%

52%

66%

68%

84%

4%0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Other

Safer

Fun and enjoyable

Easier to return

Personal attention and/or advice

Instant gratification

No shipping costs

Can test/sample products

Users

N=99

23

Online Beauty Research, Offline Purchase

Have you ever gone online to learn about beauty products, but then made your purchase at a department store?

81% have purchased beauty products at a department store after learning about them online


Yes81%

No19%

Users

N=196

24

Offline Beauty Research, Online Purchase

Have you ever gone to a department store to test or sample beauty products, but then made your purchase online?

46% have purchased beauty products online after going to a department store to test or sample them


Yes46%

No54%

Users

N=196

25

Re-ordering Beauty Products Online

Do you ever re-order a product online when you anticipate that you are going to run out of a product in a certain time?

57% have re-ordered online in anticipating of running out of a product


Yes57%

No43%

Users

N=196

26

Automatic Refills Online

Have you ever arranged to have your products automatically refilled online after a certain period of time?

19% of have arranged for automatic refills of beauty products online


Yes19%

No81%

Users

N=196

27

Automatic Refills Online – Future

Would you consider having your products automatically refilled if this option were available to you?

38% who have not automatically refilled a product online would consider doing so


Yes38%

No62%

Users

N=158

28

Average Order Size

Approximately how much do you spend each time you place an order for beauty products online?

47% spend $20 to $60 each time they order beauty products online


Users

Have never purchased

online22%

$60 and above20%

$40 to $6026%

$20 to $4021%

Less than $2011%

N=196

29

Incentives – Motivation For Shopping Online

Which one of the following incentives motivates you the most to shop online?

Free Shipping (47%) is the most popular incentive, followed by Price Comparison (29%) and Specific Offers (15%)


Users

Coupons, 3%Gift with purchase, 7%

Specific offers15%

Price Comparison

29%

Free Shipping

47%

N=196

Methodology and Demographics

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• A custom survey instrument (questionnaire) was developed to measure respondents’ use of the web, and search engines in particular, for researching and purchasing beauty products and services

• The survey was conducted online, through a web-based interviewing process, in May and June 2005

• Sample consists primarily of women (80%) and represents an even mix of ages

• Respondents were recruited through a variety of methods: web advertising, permission-based databases, public relations, telephone recruitment, partner-recruited panels, and alliances with heavily trafficked portals

• The survey was designed and administered by Media-Screen, an independent strategic market research firm, with sample provided by GMI (Global Market Insite)

We surveyed a total of 300 consumers that use the web to research and/or purchase beauty products and services

Background and Methodology

Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005)

32

Gender

Please indicate your gender.

Women comprise 79% of the Google users in the sample


Users

Female79%

Male21%

N=196

33

Age

Please indicate your age.

54% of Google users are between ages of 25 and 44


Users

65+, 1%

61-64, 3%

55-607%

50-5410%

45-4910%

40-4415% 35-39

15%

30-3414%

25-2910%

18-2415%

N=196

34

Education

What is the highest level of education you have completed?

40% of Google users in the sample have completed some college or higher


Users

Completed graduate school, 8%

Completed some graduate school, but no degree, 6%

College graduate

26%Completed

some college, but no degree

40%

High school graduate or equivalent

19%

High school or less, 2%

N=196

35

Household Income

Which of the following income categories best describes your total 2004 household income before taxes?

42% of Google users have household incomes between $50K - $125K


Users

Decline to answer, 9%$250,000 or more, 2%

$150,000 to $199,999, 3%

$125,000 to $149,999, 2%

$100,000 to $124,999, 4%

$75,000 to $99,999

17%

$50,000 to $74,999

21%

$35,000 to $49,999

14%

$25,000 to $34,999

17%

$15,000 to $24,999, 7%

Less than $15,000, 6%

N=196

overview of beauty survey overview of beauty survey we surveyed a total of 300 consumers that use...

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