Makeup brand ranks 4th for top millennial brands, CoverGirl is no 1!

olamide olarewaju

August 25, 2017 4:07 PM

A recent beauty survey defies common beliefs, putting CoverGirl, Maybelline, Neutrogena and MAC as the top preferred brands & even more surprising results.

CoverGirl tops at number 1 makeup brand amongst millennials

Known for their countless celebrity partnerships, a recent study by Corra (carried out on 1,000 women on their product habits to understand brand attachments and what inspires a cosmetic switch) revealed MAC Makeup as the fourth preferred millennial beauty brand with CoverGirl toping the loyalty list for all generations with the brand's bronzer as the most used.

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The results from the survey takes a detour from widely assumed buying decisions/influence as women stood by the brand they trust and not necessarily through random influence.

Surprisingly, the study revealed 1 out of 5 women have not switched up their makeup routine in over year making brand loyalty and the possibility of using a brand for years on end a common feature amongst most women.

Other surprising results from the study includes a whooping 40% shopped their makeup products from departmental stores and a lot didn't test out new products frequently.

The top reasons for brand loyalty in women were presented as quality of products by a whooping 38.1%, continuous use/women tend to buy products they've used for a long time and those that are of good value.

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Shockingly, the least important element influencing women's purchase decision were cruelty-free labels! While the top reasons for switching beauty brands include discovering a product of better quality and discovering a product of better or same quality at a lower cost.

The survey were carried out broadly on three generations; Baby boomers, Generation X and Millennials!

Amongst millennial, top beauty brands were:

1. CoverGirl

2. Maybelline

3. Neutrogena

4. MAC

5. L'Oreal

6. Urban Decay

7. Clinique

8. Revlon

9. LUSH Cosmetics

10. BareMinerals