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More Than Lipstick

By: Alisa Marie Beyer
Posted: June 17, 2008, from the July 2006 issue of Skin Inc. magazine.

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Key finding No. 2: Beauty is more than lipstick. Most marketers know that beauty care means more than lipstick and mascara—but how much more? Beauty care is seen as everything from cosmetics to manicures, massages, haircuts and spa treatments. Women use these products and services not only to take care of themselves in the traditional sense, but also to help them balance stressful lives. Beauty care now equates to beauty services that women cannot live without.

Beauty also means hair care and women are serious about it. They love to have their hair cut, and colored or highlighted. More than half of all women—52%—said that getting a haircut or highlights is the one beauty care service they must have. Manicures were measured at 11%, with massages and facials at 7% and 5%, respectively. Also, don’t touch that facial moisturizer—16% of all women said this is their must-have product, followed by foundation, mascara and lipstick.

Key finding No. 3: Women love to talk and read about beauty care. Beauty care is a subject women enjoy reading about and discussing. Almost 40% of all women receive the majority of their beauty care advice from magazines, and 27% obtain it from either family or friends. (See Beauty Care Advice Sources.)

Cosmopolitan was identified as the No. 1 magazine source for beauty advice, with 13% of respondents identifying it by name. Good Housekeeping and Glamour followed with approximately 10%.

To women, sharing their beauty care rants and raves is important. They love to talk about their beauty products, and one that really works and does what it claims can cause most women to make recommendations to their friends. (See Reasons Women Recommend Beauty Products.)