One of the survey questions specifically asked respondents about where they purchase makeup. Nearly 60% of those surveyed say they prefer to shop either in a discount retailer or specialty store. Even in this digital age, less than 20% of the participants liked shopping for makeup online. Most of the respondents prefer to shop in person in order to see the colors first hand and to ensure that the foundation matches their skin tone. Only around 20% of the participants like to shop in a drugstore. The responses to the survey suggest Maybelline to expand into department stores like Macy’s and Nordstrom or to a speciality store like Sephora. At this time, we are not recommending this as it conflicts with the market approach of providing high quality products at affordable prices. Maybelline does sell cosmetics at Ulta, but according to one of theinterview respondents at Ulta “Maybelline is the cheap makeup.”
Another key component of the survey involved mobile phone applications. Participants were asked if they have used makeup applications like Modiface or Make up Genius. An astounding 91% of those surveyed said they do not use beauty apps when buying cosmetics. Based on the overwhelming results regarding the use of makeup mobile phone applications, Team Maybelline opted out of suggesting a similar application as part of our marketing strategy. If respondents were to use a makeup application, most indicated using applications to find new ways to apply makeup or to try out new colors. As part of the “other” option, those surveyed said they use beauty applications to help them contour their face. The Maybelline brand website contains several videos on makeup application and creating trendy looks.
Team Maybelline also asked those who took the survey if they would ever subscribe to a monthly beauty box like Ipsy or Birchbox. Beauty boxes are a great way to send samples of new and old Maybelline products to new customers who do not typically use the brand. Only 11% of those surveyed said they use beauty boxes while an alarming 89% of those surveyed said they don’t. Participants who would try out the samples would only do so if the samples were free. Most of those surveyed considered the whole idea a waste of time because they are loyal to the brands they already use. Team Maybelline decided to opt out of the beauty box idea as well.