Online Exclusives

What Women Want

By Melissa Meisel , Associate Editor | September 30, 2009

Take a closer look into the beauty spending behavior of female consumers.

Female shoppers are extremely powerful decision makers and are responsible for purchasing 85% of consumer goods. Particularly in the cosmetics and personal care sector, it is necessary to understand how women make buying decisions and what motivates these choices.

During a seminar entitled, "What Women Want: A Closer Look Into the DNA Makeup of Women And Their Spending Behavior" at the HBA Global Expo sessions, three worldly industry insiders weighed in on what women really expect in a product and how marketers can deliver it.

Alisa Marie Beyer, founder and creative director, The Benchmark Foundation; Maureen Lippe, president, Lippe Taylor Brand Communications and Carrie Gross, president, MD Skincare were on hand to weigh in on success stories in the personal care category. Both Ms. Beyer and Ms. Lippe are leaders in the marketing and research sides of the business; while MD Skincare is one of the hottest named in professional skin care, sharing the space with companies such as Murad and Perricone MD.

Ms. Beyer opened the conference with her presentation, "Survival of the Prettiest—Understanding What She Wants." "And what don't we want?" she quipped, revealing a variety of key trends regarding today's beauty consumer:

• Green beauty is here to stay,
• Brand URLs are migrating to social networks,
• Anti-aging and mineral makeup SKUs are still big,
• Fabulous 40+ is the new standard of beauty and
• Trading down doesn't mean trading out.

Self-proclaimed "try-sumer" (as in, she likes to try out products) Carrie Gross also shared her brand's success story via its "DNA." According to Ms. Gross, MD Skincare's Alpha Beta Daily Facial Peel - celebrating its 10th anniversary this year and treating 34 million faces to date—is the brand's
cornerstone product. And how did it get this way? "By word of mouth," she said.

Ms. Lippe—well-versed in the beauty business with a client list featuring Cetaphil, Clearasil and Glowelle, to name a few —also shared her insight on the marketplace at this informative session.

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