Eyeshadow Insights: Decoding Consumer Preferences
Let’s take a look at what our Beauty Buddies have to say on the subject.
In the fast-evolving beauty industry, understanding consumer behavior is key to staying ahead. We recently surveyed the Beauty Buddy community to uncover their eyeshadow habits, preferences, and purchase drivers. From the dominance of powder palettes to the influence of social discovery, here are the core findings presented exclusively in percentages.
Usage Habits: A Daily Essential
Eyeshadow remains a staple in the beauty routines of our community. A significant 57% of respondents use eyeshadow products regularly (most days), while 24% apply it a few times a week. Occasional use for special events accounts for 16%, while only a marginal 1% report never using eyeshadow at all.
Format is King: The Power of the Palette
When it comes to format, the traditional powder palette is the undisputed leader. A staggering 76% of users prefer powder palettes over any other format. Shadow sticks follow at 11%, while cream shadows (6%), single powder shadows (5%), and liquid shadows (3%) represent smaller segments of the market.
Texture & Finish: Finding the Perfect Glow
Consumers are looking for versatility in their finishes. Matte and Shimmer are almost equally essential, with 64% and 63% preference respectively. Satin finishes also hold a strong position at 41%, while specialized textures like Metallic (30%), Glitter (28%), and Chrome/Duo-chrome (23%) cater to those seeking more high-impact looks.
Shades preferred
When it comes to shades, the classic Neutral (brown/beige) reigns supreme, with 64% of the community identifying these as their most appealing shades. This preference for understated elegance far outpaces the next most popular category, Pink/Rose shades, which appeals to 14% of respondents.
Interestingly, despite the rise of vibrant trends, only 3% of users currently opt for Bold/Colourful shades like blue or green, while Deep/Smoky tones capture a 10% share of the preference.
What Drives Eyeshadow Choice?
Performance and quality are the ultimate priorities for consumers when selecting an eyeshadow. Long-lasting wear leads the pack as the most important factor for 35% of respondents. Close behind are Blendability and Pigmentation, which are tied in importance at 29% each.
Notably, functional attributes far outweigh external factors; Brand reputation (2%) and Price (3%) have surprisingly little impact on the final decision compared to how the product actually performs on the skin.
Purchase Frequency
The replenishment cycle for eyeshadow is steady. The largest group (36%) purchases new products every 6 months, followed by 29% who buy every 3–4 months.
Spending Power
In terms of investment, the £21–£35 price range is the most popular, capturing 29% of the market, closely followed by the £10–£20 range at 28%. High-end palettes priced between £36–£50 are preferred by 24%, while 15% are willing to spend £50+ on premium offerings.
Discovery
How do consumers find their next favorite shade? In-store browsing remains the top discovery method at 61%, nearly tied with Instagram at 60%. Interestingly, the Beauty Buddy app itself is a major discovery hub for 53% of the community, while TikTok influences 50%. Word of mouth still carries weight, with 35% discovering products through friends.
For beauty brands, the message is clear: the community values high-performing powder palettes with a mix of matte and shimmer finishes. Focusing on mid-size curation at a mid-market price point (£21–£35), while maintaining strong visibility on Instagram and Beauty Buddy, is a winning strategy to capture this engaged audience.
To find out more about how Beauty Buddy can help your brand with fresh, authentic content every month, reach out we would love the opportunity to find out more about your brand and your goals.
Are you keen to gather valuable feedback and insights directly from your target audience? Don't hesitate to reach out to us today to discuss the exciting possibilities of running targeted surveys. Let us help you achieve your goals!
We understand the importance of knowing your target audience. Do you make assumptions about your consumers, their preferences, opinions and needs? Understanding your consumers is key to ensuring your business decisions are well-informed and effective.
AT PXBB we run targeted survey campaigns, through Beauty Buddy the app, for our clients. Surveys provide answers, generate fresh data and insights, they substantiate assumptions and also help identify new trends.
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