4. COSMETICS MARKET
MONTHLY SPEND DATA AVERAGE
Base: All Women 15+ Source: GB TGI 2012 Q4
GROUP SIZE
AVERAGE
MONTHLY
SPEND
+ / -
AVERAGE
Self-Conscious
Spenders
1.3m £15.30 +90%
Powerful Purchasers 500k £14.10 +75%
Sassy & Stylish 1.1m £12.90 +60%
Family-First
Fashionistas
430k £13.20 +64%
Others 13m £6.92 -14%
5. SELF-CONSCIOUS SPENDERS
1.3M WOMEN
Base: All Women 15+ Source: GB TGI 2012 Q4
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
15-24 25-34 35-44 45-54 55-64 65+
Age Split
All
Women
SCSs
Social DNA Map*
66
146
41
125
141
74
142
118
47
High Global Capital
Low Global Capital
CulturalDominating
EconomicDominating
* See Social DNA Map Explanation in Appendix
TGI Lifestage
1 Fledglings 448
2
Flown the
Nesters
280
3 Nest Builders 215
For more information about TGI
Lifestage, click here.
By Index
Working Status
High Indexing
Attitude Statements
“I would consider
having cosmetic
surgery” (306)
“What I want most is
to be attractive” (206)
“I worry
a lot
about
myself”
(191)
“I like to
stand out in
a crowd”
(309)
“I have a
very good
sense of
style”
(198)
31%
21%
22%
26%
Full Time
Part Time
Studying
Non-Work
High Indexing Toiletries &
Cosmetics Purchasing Factors
(By Index)
Factor Index
Vert.
%
Packaging 347 7%
The
Manufacturer’s
Brand
178 20%
Sales Promotion 153 22%
6. POWERFUL PURCHASERS
430,000 WOMEN
Base: All Women 15+ Source: GB TGI 2012 Q4
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
15-24 25-34 35-44 45-54 55-64 65+
Age Split
All
Women
S2
Social DNA Map*
12
63
124
57
88
130
121
84
219
High Global Capital
Low Global Capital
CulturalDominating
EconomicDominating
* See Social DNA Map Explanation in Appendix
TGI Lifestage
1
Mid-Life
Independents
295
2
Unconstrained
Couples
233
3 Hotel Parents 224
For more information about TGI
Lifestage, click here.
By Index
Working Status
High Indexing
Attitude Statements
“I prefer to wear
a different
perfume from my
friends” (287)
“I like to
stand out
in a
crowd”
(294)
“Beauty /
styling
products help
me feel good
about myself”
(201)
“I look after
my health to
improve my
appearance”
(158)
42%
27%
10%
21%
Full Time
Part Time
Homemaker
Retired / Non-
Working
High Indexing Toiletries &
Cosmetics Purchasing Factors
(By Index)
Factor Index
Vert.
%
Test Sample 334 13%
Ease of
Application
267 16%
The
Manufacturer’s
Brand
175 20%
“I like to have control
over people and
resources” (192)
7. SASSY & STYLISH
1.1M WOMEN
Base: All Women 15+ Source: GB TGI 2012 Q4
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
15-24 25-34 35-44 45-54 55-64 65+
Age Split
All
Women
S&Ss
Social DNA Map*
99
226
167
145
159
111
High Global Capital
Low Global Capital
CulturalDominating
EconomicDominating
* See Social DNA Map Explanation in Appendix
TGI Lifestage
1
Unconstrained
Couples
213
2
Secondary
School Parents
200
3
Primary
School Parents
192
For more information about TGI
Lifestage, click here.
By Index
Working Status
High Indexing
Attitude Statements
“I want to get to
the very top in
my career” (162)
“I like
others to
look at
me”
(120)
“I would like
to set-up my
own business
one day” (177)
“I have a
very good
sense of
style”
(119)
41%
25%
12%
22%
Full Time
Part Time
Homemaker
Retired / Non-
Working
High Indexing Toiletries &
Cosmetics Purchasing Factors
(By Index)
Factor Index
Vert.
%
Consumer /
User Reviews
245 8%
Test Sample 205 8%
Sales Promotion 173 25%
“I really enjoy
shopping for clothes”
(135)
8. FAMILY-FIRST FASHIONISTAS
500k WOMEN
Base: All Women 15+ Source: GB TGI 2012 Q4
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
15-24 25-34 35-44 45-54 55-64 65+
Age Split
All
Women
FFFs
Social DNA Map*
111
74
53
87
133
94
160
121
54
High Global Capital
Low Global Capital
CulturalDominating
EconomicDominating
* See Social DNA Map Explanation in Appendix
TGI Lifestage
1
Playschool
Parents
255
2 Nest Builders 178
3 Fledglings 155
For more information about TGI
Lifestage, click here.
By Index
Working Status
High Indexing
Attitude Statements
“I like to keep
up with the
latest
fashions”
(380)
“I am a
perfectionist”
(142)
“It is
important
to be
attractive
to the
opposite
sex” (178)
“My family
is more
important
to me than
my career”
(126)
29%
32%
22%
17%
Full Time
Part Time
Homemaker
Retired / Non-
Working
High Indexing Toiletries &
Cosmetics Purchasing Factors
(By Index)
Factor Index
Vert.
%
Consumer /
User Reviews
278 9%
Professional
Reviews
206 6%
Friends / Family
Suggestions
196 13%
“Because of my busy lifestyle, I
don’t take care of myself as well
as I should” (175)