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Study Shows Beauty Care Leads in Purse Contents

Published January 4, 2008
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Beauty care is one of the most extensive categories represented in the average purse at 91%, according to author and consumer researcher Kelley Styring in her new book, “In Your Purse: Archaeology of the American Handbag” (Author House). Ms. Styling’s study conducted in two U.S. cities on 100 women ages 18-64 shows that lip cosmetics lead the way in terms of beauty care items in the purse, followed closely by hair care items.

The book also reveals that one in five women carry fragrances in their bag. As for nail polish, it indicates that very few consumers carry this beauty item. One in three purses contained a moisturizing lotion—principally for hand and body use. Very few facial moisturizing products were observed in the study.

Beauty product packaging did not fare well in women’s handbags, according to the study. “Many of these products were purchased in attractive packages that over time were abraded and soiled with peeling labels, removing brand appeal and in some cases brand identification as well,” noted Ms. Styring. “This indicates an innovation opportunity for both packaging and printing technology.”

More info: www.inyourpurse.com

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