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Chemists have come out on top in the latest Australian beauty sales data, with 70 per cent of shoppers choosing to purchase makeup at this retailer.
A report from Field Agent on Women and Makeup found that Priceline was the retailer of choice, with 32 per cent of women choosing it as their number one makeup retailer. Range, price and convenience were the top three reasons customers choose Priceline.
Chemist Warehouse came in at number two in the top five makeup retailers, followed by Mecca, Myer and Sephora.
Supermarkets are the fourth most popular retailer when it comes to makeup, with 26 per cent of women choosing to shop there, behind department stores at 29 per cent and specialty beauty stores at 27 percent.
The figure for online makeup shopping is surprisingly low, with just 10 per cent of shoppers choosing this platform only. Shoppers revealed that having no color test (76 per cent) and being unable to feel the product (55 percent) were the main reasons they don’t buy more makeup online. Physical stores currently have the advantage here, as 61 per cent of shoppers said it is very important to be able test the product before buying. Shoppers also cited shipping costs and delivery times among the reasons they don’t shop makeup online more often.
Just 5 per cent of those surveyed use online makeup subscriptions, with 8 per cent saying they have before but don’t use the service ongoing.
The average monthly makeup spend for shoppers is $43. Mac shoppers have the highest average spend, coming in at $48 a month, followed by L’Oreal at $44 and Estee Lauder at $42. More affordable makeup lines Maybelline ($35), Revlon ($26) and Rimmel ($25)come in at below average monthly spends.
Mac came out on top as the favoured makeup brand, followed by Maybelline, Revlon, L’Oreal and Rimmel.
