If you’ve been following Chrissy’s Beauty School, you’ll know that I recently wrote about Walmart’s new beauty website, For Her. Well, darlings, now it’s time for some new news about the value-priced giant!
In the new beauty study, the 2010 Pink Report® Women & Walmart: Seeing Through the Eyes of the Beauty and Personal Care Consumer, The Benchmarking Company (TBC)—the #1 consultancy for beauty consumer research and brand strategy—shares some interesting findings about women and Walmart. TBC releases the Pink Report each year and attempts to dive into the current issues affecting the entire beauty industry. This year they decided to focus on Walmart because 200 million people shop at the store each week.
I got a sneak peek at the report and here are some of the most interesting tidbits of information I found:
1. Maybe Walmart doesn’t immediately jump to your mind when you think of leading cosmetics stores, but maybe it should! It turns out that 71% of women shop for their personal care and beauty products at Walmart.
What are these women shopping for? The top three personal care/beauty purchases at Walmart are: hair care and styling products (72%), personal cleanliness products including deodorants and soaps (72%), and oral care products such as toothpaste and mouthwash (69%).
2. Women are proud to be Walmart shoppers. Before, many women were secret Walmart shoppers but now they’re proud of it.70% of them tell other people that they shop at there and 22% try to get others to shop there.
Walmart offers women quality products at lower prices than the competitors, and what woman doesn’t like to save a bit of money when she can?
3. Being beautiful doesn’t come cheap, honey! While each woman spends a different amount of money annually on self-grooming, almost one-fourth of women spend $301 or more per year.
4. The recession has made women savvier when it comes to their beauty purchases. Just because the economy has been down doesn’t mean women are sacrificing beauty; they’re just making smarter choices. Sixty percent of women buy their personal care and beauty products at Walmart simply because the prices are the lowest ones out there!
And 78% of women say that the recession has made them more aware of the money they spend on beauty, even if 51% say they spent the same as last year in spite of the recession.