Consumer Research (Makeup)

For this blog post on consumer research, I proposed the question, “Why do you think girls are starting to wear make-up at such a young age?” I obtained 20 participants to answer my question. Fifteen of the participants are friends, and five were obtained through customer interception. I approached young women on the street, on their way into Starbucks.  I also created a survey with a list of questions using SurveyMonkey.com. I chose questions that could not be answered with a simple yes or no and prompted a dialogue. My findings were quite interesting.

First, of all, I Googled the question, “At what age do girls start wearing make-up?” Surprisingly, the data was not as easy to find as I thought. Many of the articles on this subject date back to 2010 and many of the articles were not based on facts, but on opinions. I also realized that since the internet is global, many of these articles were from other countries like England where trends may be different from America. Also, some the statistics I did come across were broader-based, such as, “58% of girls between 8-18 wear make-up.”  Overall, what I discovered is that the reason most people I surveyed think girls are starting to wear make-up at such a young age is due to social media, selfies, and Instagram. The average age the girls I surveyed started to wear make-up was 13. Contrary to most people’s opinion, girls are no longer looking to their mothers for advice on make-up, they are looking online to YouTubers, Beauty Bloggers, celebrities and other influencers on social media. Confidence seems to be the main reason girls start wearing make-up. They want to look and feel their best, mostly in pictures. They are mostly concerned about their skin looking good so they usually start by using concealer to cover up blemishes. Then they want their eyes to look more lively in photos so they start adding mascara and may use an eyebrow brush or gel. They also use lip gloss and liner to make their kips look fuller. So their go-to products are mostly concealer, mascara and lip gloss. Specifically, they mentioned Anastasia Eyebrow Gel, Marc Jacobs Color Corrector Stick and Kylie Lip Kit which they either buy online or at Sephora.

Another topic I think is relatable to this topic is why girls are starting to have plastic surgery at a younger age. I think if we surveyed these girls the reasons would be similar. It would have something to do with social media and looking good in selfies on Instagram. Whether they are getting rhinoplasty, cheek or chin implants, breast augmentation or reduction, they are doing it at a younger age. I believe teeth whitening is another trend that would relate to this research.

All in all, girls want to look their best at an earlier age now and are therefore starting to wear make-up at an earlier age. I am all for it because I know that when I look my best, I feel my best too.

Kylie Lip Kit

Marc Jacobs Color Corrector

Anastasia Eyebrow Gel

 

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