(Psst. You’re reading our 2019 Report! Read our 2020 Beauty Consumer Behaviour Report here!)

According to a Cosmetics and Personal Care Report conducted this year, revenue in the beauty and personal care category in Singapore is expected to be at US$1,056m in 2019, and the market is expected to grow by 1.7% annually. This goes to show that there is a lot of potential in the beauty and personal care industry and the market is ripe for the picking for beauty marketers.

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Singapore beauty consumers: What are their behaviour like? What affect their purchasing decisions?

Beauty Consumer Behaviour Singapore 1

Daily Vanity has been conducting a large-scale consumer survey annually, and this is the fourth year we’ve run this study.

The study was conducted online in April 2019, and a total of 1,684 women, who are based in Singapore, took part in this research process. This sample size provides a 95% confidence interval with a 2.39% margin of error, which means it is statistically significant. This is possibly one of the largest studies around that deep-dives into the consumer behaviour in the beauty market in Singapore and gives an insight to what really affect beauty consumers’ purchasing decisions in Singapore.

The good news is that we’re giving away a beauty consumer report for free. Read till the end of the article to find out how you can receive a copy.

What is the most common skin types and concerns in Singapore?

Beauty Market Research Insights

If you market skincare or even makeup products, you’re likely to want to know what are the most common skin types and concerns women in Singapore have. This understanding helps you to craft a more relatable marketing message that addresses the pain point of consumers.

According to the Daily Vanity Survey 2019, the most common skin type indicated by women in Singapore is combination skin (64.8%), followed by oily skin (11.4%), sensitive skin (11.0%), and dry skin (8.5%).

As for their skincare concerns, 67.0% of respondents say that blackheads and whiteheads affect them. Other most common concerns include dark eye circles (58.3%), visible or enlarged pores (52.9%), dull and uneven skin tone (50.18%), and acne scars (41.9%).

In the free report that we can send you, you’ll also be able to find the breakdown of these data according to age group. This can be particularly interesting because the skin types and concerns of women in different age group noticeably differ.

Besides this, you’ll also be able to see the full ranking of skincare concerns indicated by respondents, which will be useful for market sizing for your products if they address specific skincare issues.

Which skincare and makeup brands do consumers in Singapore trust most?

Best Korean Eye Cream Innisfree

When it comes to skincare brands, consumers in Singapore are skewed towards Korean brands. Innisfree and Laneige take up the first two spots for the Most Trusted Skincare Brands Ranking in the Daily Vanity Consumer Survey 2019. The other brands who made it into the Top 5 list include Kiehl’s, SK-II, and Cetaphil.

It Cosmetics My Sculpted Face Palette

But when it comes to makeup brands, consumers in Singapore prefer Western brands. IT Cosmetics made it to the top of the ranking. The other brands that are in the Top 5 list include Benefit Cosmetics, MAC, Innisfree, and Urban Decay.

In your free report, you’ll be able to see a longer list of rankings for skincare, makeup, as well as haircare brands in Singapore. The data is also further broken down to show you the Korean, Japanese, and drugstore brands that are most trusted by consumers in Singapore.

This ranking can be used to benchmark yourself against your closest competitor and if your brand is in the ranking, the free report shows you how much your ranking changed from last year, which may give you an indication of how effective your branding campaigns have worked so far.

What influence the purchasing decisions of consumers in Singapore? What marketing channels do they find most credible?

Marketing Channels For Beauty Products

We know that marketing has become a lot more complex since digital marketing has become an important strategy that everyone should have.

When it comes to deciding where to put your marketing budget in, having an insight into which platforms and channels consumers in Singapore trust most can help you make a wiser decision.

According to the survey, consumers in Singapore trust their own friends and family (word of mouth) most, followed by online publications. Interesting, influencers are not voted as the top 3 channels that consumers find credible.

In the free report, you’ll be able to see the full ranking of the channels that respondents get to vote for in the study, as well as the percentage that voted for each channel.

Get a free report for insights to consumer behaviour and beauty market in Singapore

Consumer Behaviour Report For Beauty Industry

We are happy to send you a free report to allow you to study the results from the survey. In the report, you will be able to see:

  • More details into consumers’ purchasing behaviour in Singapore
  • The full list of skincare concerns that affect consumers and the percentage that are concerned with them
  • Which channels consumers find most credible and can influence their purchasing decision
  • Rankings of most trusted beauty brands across different categories

Fill in this form to receive a complimentary report:

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

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