Cover Girl Is A Consumer Favorite

In a new beauty survey conducted by Market Force Information, Boulder, CO, Procter & Gamble’s Cover Girl topped the list of consumers’ favorite cosmetics brands.

The survey examined which cosmetic brands are most popular among consumers and why, as well as their favorite places to shop for cosmetics. It was conducted last month among Market Force’s network of 300,000 independent mystery shoppers and merchandisers. More than 5,000 consumers responded, according to Market Force.

Some 70% of the survey respondents said they wear cosmetics and out of 60 cosmetic brands, Cover Girl was cited by 14% as their favorite. Clinique was second on the list with 10% and Maybelline and Mary Kay tied for third with 8% each.

When the consumers were asked what they loved most about their favorite makeup line, they chose brand trust over all of the other factors ­ the actual product attributes mattered much less. More than two thirds said they love their makeup because they trust the brand, while only one third cited loving it “because it feels wonderful.

Cover Girl led the other brands in most of the attributes consumers care about most, scoring highest in categories such as great value, brand trust,wears well throughout the day and easy, no-mess application. Clinique was named second in brand trust and rated highest of all the brands in the uses humane testing/is environmentally safe category. Although Mary Kay was the fourth favorite cosmetics brand, it still scored well for several attributes, including ranking third for brand trust, according to Market Force.

In the survey, most bought their cosmetics from mass retailers and drug stores, but Sephora was a clear leader among specialty retailers. When consumers were asked where they go to purchase their cosmetics, their answers showed there is no one clear retailer category of choice. The majority (29%) said they purchase them from mass retailers like Walmart and Target, and another 21% buy from drug stores such as CVS or Walgreens, said Market Force. Slightly fewer, about one in five, shop for cosmetics in department stores. Sephora was a crowd favorite in the specialty retailer< category. Out of the 12% who reported buying cosmetics from specialty retailers, more than one third said they purchase from Sephora.