Here is the second part of my recap of latest beauty research, if you didn’t read last weeks post take a look at that one first!
What about all the celebrity endorsement we see everywhere? According to McCann, celebrities increase sales as consumers like the aspiration of a dream and fantasy.
Their research shows that the majority of women around the world still feel either positive or inspired when they look at pictures of beautiful celebrities, and this is particularly pronounced in China (76%) and Mexico (75%). Very few women stipulated that celebrities make them feel depressed or angry.
However, 90% of women globally want the celebrities used in beauty adverts to be famous for something in addition to their looks. 86% of women say that in beauty advertising they like to see a naturally beautiful woman with a few lines on her face.
Research also shows that women want to touch and test products so having them easily accessible and displayed beautifully will encourage sales more than having them behind a class cabinet. Note this you spas with retail displayes behind glassed in areas!
If brands are to achieve an emotional connection with women, they must understand and reflect the role that beauty plays in women’s lives. This new research provides a great insight into ideas that perhaps can help spas become even more successful.
Thanks McCann Group for this great research and also Euromonitor!