Study of Changing Habits in the Cosmetics Sector

About the study

This two-part study examines how pandemic conditions transformed cosmetics shopping and use. The first part focuses on shopping frequency, products abandoned and products gaining prominence, online cosmetics shopping and brand loyalty; the second covers make-up products, colour trends, the “lipstick effect”, beauty influencers, virtual make-up try-on applications and loyalty programmes.

Key findings

• Cosmetics shopping is almost entirely an individual activity (4.7% shop with someone else); shopping frequency fell from once a month to once every three months. Make-up was the product group most often abandoned during the pandemic (57.5%); cleansing products such as soap and wet wipes were purchased most (40.8%). Before the pandemic, skincare (76.8%) and haircare (76.5%) were the most widely used categories.
• Middle-aged consumers are more adventurous in trying new products; 24.5% are open to trying a new brand for every product. Brand loyalty is relatively pronounced in skincare, eyeliner and concealer. Online cosmetics shopping is spreading rapidly, while the demand for hygiene is increasing.
• Mascara is essential in make-up (85.3%); the most frequently used products recently were mascara (33.5%), eye pencil (18.2%) and foundation (11.2%). According to 23%, earth tones dominate fashion; the “lipstick effect” is observed among Generation Z.
• The most influential beauty influencer is Danla Biliç, followed by Merve Özkaynak (12.3%), Duygu Özaslan (10.2%), Şeyda Erdoğan (5%), Sebile Ölmez (4.4%) and Çağla Şıkel (4.1%). Gratis is by far the brand with the most admired loyalty programme (84.9%).

Methodology

The study was conducted through Aksoy Araştırma’s Eşzamanlı mobile panel with a sample of 600 people, with a reported 95% confidence level and 4% margin of error. Women aged 18–50 who do their own cosmetics shopping were interviewed; NUTS1 regional quotas were applied.