Eastman recently conducted a study across six countries and 4,000 consumers. The data and resulting insights reveal what drives consumer purchases of colour cosmetics, product features with less consumer satisfaction, consumer knowledge and expectations on sustainability
Consumers have almost unlimited choices when it comes to colour cosmetics. Among the industry’s thousands of brands, each is vying for the attention and loyalty of consumers.
Whether it is mass brands with global recognition or boutique brands with unique origin stories, all face the same challenge: to offer colour cosmetics with exceptional performance consumers can feel good about buying and wearing.
According to a recent consumer research study from Eastman, consumers are not fully satisfied with the performance of the colour cosmetics they currently use. Furthermore, they expect brands to use safer and more naturally sourced ingredients to enhance product attributes like long wear, coverage and colour payoff.
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