Singapore may be a small country and its population not as huge as many other states around the region, but it is definitely a booming market as far as the cosmetic industry is concerned.

According to a report titled Singapore Cosmetic Market Forecast to 2020, released in February 2016, the cosmetic market in Singapore is expected to grow at a compound annual growth rate of 5%, from now till 2020. This amazing growth in a city state that is relatively small fascinates marketers, who is excited about its potential.

To understand beauty consumers in Singapore, Daily Vanity, Singapore’s leading beauty online magazine did a survey with 2,008 women in Singapore. This is the third year the Daily Vanity Survey has been conducted.

How accurate is this study?

There are 1.4 million women in Singapore aged between 15 and 64 in 2016 (Department of Statistics Singapore). Based on a 99% confidence interval for the standard normal distribution, a sample of 2,008 yields a margin of error of 3%.

What this means is that in 99 out of 100 times the Daily Vanity Survey is repeated, you will see a maximum of +/- 3% difference in the results. This shows that the survey is highly significant.

Now, let’s move on to the results and stay till the end to find out how you can get the full aggregated report for free.

What are the key beauty concerns of women in Singapore?

According to respondents of the Daily Vanity Survey 2017, most women (73.4%) named blackheads and whiteheads as their key concern. This is the same result as we saw in the studies done in 2015 and 2016.

Next, women are concerned about dark eye circles (61.1%), followed by acne and scars left behind by pimples (60.1%). Dull and tired-looking skin and visible enlarged pores are the next two most picked concerns, at 52.0% and 47.9% respectively.

Of the top five concerns expressed by women in Singapore, four of them are closely related to combination to oily skin.

Do your products cater to the needs and concerns of consumers in Singapore? Are they able to find solutions for their skin concerns if they shop with you?

In the full report, you’ll be able to see the full ranking of all 25 beauty concerns expressed by Singapore female consumers, and also find out the breakdown by different age groups, to understand how these concerns evolve over time. Keep reading to see how you can get hold of a free copy of the full aggregated report.

The changing beauty benchmark of Singapore women

When asked about the beauty culture and trends that interest them most, 88% of respondents are inclined towards Korean beauty culture and trends. The next most popular beauty culture they look towards is American beauty trends, although more women who are above 35 years old look up to Japanese beauty.

Is your brand associated with what has been identified as the beauty culture women in Singapore look up to? What does this strong following with Korean trends mean for your brand?

In the full aggregated report, look forward to information on the proportion of interest level for different beauty cultures, and by their age groups, so that you can understand what appeals to women of different demographics.

Should you engage bloggers as part of your advertising or PR initiative? Should you go on print or digital channels to market your products?

If we have been keeping abreast with news, we would know that the print business is facing a crisis worldwide. This is why traditional publications such as The New York Times decided to make the painful switch to focus on growing their digital revenue, with ambitious goals and plans put forth to welcome the digital age.

How about Singapore? Are the audience staying with print or moving to digital content?

The study shows a migration to digital publications. 74% of women in Singapore say that they no longer purchase print magazines. This percentage gets even higher if we only look at women aged below 25, and women aged between 25 and 34.

We will be able to share the actual percentage and breakdown in the full report.

Women of today, who spend more time on their phones than flipping through print publications, say that the top three factors that influence their buying decisions of beauty products are: their own friends, beauty bloggers, and online beauty-focused magazines.

Note that the latter two of these top factors are digital platforms, and even conversations with friends and recommendations from them may exist on digital channels such as social media platforms and messaging apps.

92% of consumers also say that they will look for reviews using search engines to find out more about beauty products they’ve seen on other online platforms (such as bloggers or websites) before they decide to make a purchase.

74% of all respondents even highlighted that if they are unable to find any information such as reviews or features online about the brand or product they’re looking for, it will affect their buying decision in a negative way.

Do a search on Google of your brand or products. How many positive features and reviews are you able to find? How will it affect the impression of prospective customers have on your brand?

How have you been allocating your advertising budget? Are they spent on a captive audience?

Want to know more about beauty consumers in Singapore? We have so much more to share with you and it’s just too difficult to put everything in words.

In the full report, we’ll be able to share with you these:

  • More in-depth consumer behaviour based on category (skincare, makeup, and hair)
  • How likely are they to buy your products online
  • Whose recommendations they trust
  • How receptive they are to trying new beauty products and why
  • Most popular products in each category and which products they are most interested to try
  • Top media channels they trust in, specifically for beauty content
  • Most trusted beauty brands (skincare, makeup, and hair) rankings so you can see where your brand stand compared to your competitors
  • There is also a section for respondents’ perception towards local brands

Want a complimentary full aggregated report? Fill in this form now. The first 100 who write in will receive a full aggregated report of the Daily Vanity Survey 2017 (worth S$2,000) for free.

Note that all fields are required, and we require your email address to be your company/school’s official email. 

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About the Author
Keith TohKeith is a fitness and health junkie who believes that regular exercises and healthy eating should be a lifestyle everyone adopts, not just for health...Read More

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