Leave the Chanel lipstick at home! According to a recent survey by the marketing firm Corra, women of all generations are choosing drugstore labels like CoverGirl, Maybelline, Neutrogena, and L’Oreal over more expensive rivals.
The study, which surveyed 1,000 women over the age of 18, discovered that CoverGirl’s clientele is the most loyal to the brand. In fact, many CoverGirl customers—especially those who used blush, bronzer, concealer, foundation, and powder—used these products for five years or longer.
“According to Corra’s “Beauty Product Loyalty” research, this traditional company even adopted a less traditional approach to diversity in 2016 and revealed their first male CoverGirl (social media celebrity James Charles), engaging a new generation of cosmetics users in the process.
Due to their affordable prices and good quality, drugstore favorites CoverGirl, Maybelline, and Neutrogena made the list of the top three brands for millennial women. The $2 nail paint sold by beauty company Revlon, which millennials picked as their eighth-most loyal brand, surpasses a $27 bottle of Chanel nail polish.
Quality was the main factor for roughly 38% of the women surveyed in deciding whether or not to stay loyal to a certain brand. According to the survey, nearly 19% of women stated the value of their products motivated them to repurchase over time, although more than 30% of women utilized the same product for a prolonged period of time. There is a reason why Maybelline’s New York Great Lash mascara is usually included among the top drugstore cosmetics and is sold globally every 6 seconds.
Surprise, surprise: According to the poll, women who earn more are also more willing to try new items and brands. those who earn $100,000 or more annually switch beauty brands constantly at a rate of 23% compared to 15% of those who earn less than $ 20,000 a year.
Despite efforts from retailers like Target, Walgreens, and CVS to revamp the appearance of their beauty aisles, just 10% of women actually purchase beauty items in drugstores, grocery shops, or mass merchandisers.
“With an increasing retention rate, items available through drugstores are likely to attract clients who don’t need to try the color and texture of the product in person because they can just reorder their prior favorites online, according to the survey.
The most popular makeup brand across the majority of beauty categories is CoverGirl, which is also the least expensive of all the brands participants use, including premium names Estee Lauder, Bobbi Brown, Chanel, and Yves Saint Laurent. For the same items other than powder, Maybelline came in second, closely followed by Clinique for concealer and foundation only. Maybelline was the brand that women used the most for eye products like eyeliner, eyeshadow, brow pencils, and mascara, followed by CoverGirl and Revlon.