EcoTools® Reveals Women's Beauty Secrets To Look And Feel Their Best

One-Third of Women Prefer Eco-Friendly Beauty Products

Mar 25, 2013, 14:26 ET from EcoTools

GURNEE, Ill., March 25, 2013 /PRNewswire/ -- Women have always had a strong connection to cosmetics, and a recent survey reveals why makeup is here to stay. First it was Cleopatra's kohl-rimmed eyes, and now it's emulating the look of modern celebrities that women want to achieve. Three in 10 women want to attain Jessica Biel's natural beauty, while another 30 percent desire Jennifer Lopez's radiant glow. Thirteen percent covet Mila Kunis' smoky eyes. The survey, conducted by EcoTools®, a leader in eco-friendly beauty and bath products, explored how and why women wear makeup, their must-have items and how the latest trends influence their regimen.


"We set out to unearth insights into women's beauty routines," said Eva Oreskovich, Director of Marketing at Paris Presents Incorporated. "What we found is that while there is almost universal desire to put your best face forward, makeup is an individual experience. It's all about feeling confident and beautiful, however you define it. Interestingly, there seems to be a gap between makeup usage and application knowledge.  EcoTools makes it easy to get the latest looks with our new spring 2013 line of brushes."

Brushing Up on Makeup Application
More than 98 million American women, ages 18 years and older, wear makeup, many who began at the average age of 16. Even so, only 13 percent of users feel they are extremely knowledgeable about using makeup brushes correctly.  In fact, nearly three in 10 women have never swapped out old brushes for new ones. Of those who do, 40 percent say they wait until the bristles begin to fall out.  Given makeup brushes do not have an infinite lifespan, it is important to find affordable brushes you love that offer great performance and quality. When looking for new brushes, an earth-cautious aspect is also a priority. Thirty five percent say that a brand needs to be eco-friendly to earn a place in their beauty arsenal. 

This spring, EcoTools introduces new additions, and a new look, to its line of popular earth-friendly makeup brushes. The entire EcoTools collection features an updated, upscale design featuring greener-than-ever materials and packaging, with professional-quality, first at mass, products.  All EcoTools brushes are made with bamboo handles, recycled aluminum ferrules and super-soft and cruelty-free synthetic bristles.  New 2013 individual products include the Face & Body Sculpting Brush ($12), Large Foam Applicator ($6), Deluxe Fan Brush ($7) and Detailed Lip Brush ($4). Sets include the Fresh & Flawless Five Piece Complexion Set ($15) and Day-to-Night Set ($17).  These new brushes will be on store shelves everywhere in March.

Don't Leave Home Without It
As versatility and multitasking have become essentials in many facets of life, so too are they integral when it comes to makeup application. Nearly three in five (56 percent) makeup-wearers say it's important to have their makeup bags, complete with cosmetics and tools, with them wherever they may be, whether it's work, home, gym or on the road.  Nearly seven in 10 users tend to use the same set of makeup brushes for all the looks they create, transitioning from natural to a night out.

Why Wear Makeup
With so many women wearing makeup, it's no wonder there are a multitude of reasons for getting glammed up.  Topping the list, 81 percent of women say they do something to give their face a youthful glow, such as wearing makeup or coloring their hair. Perhaps not coincidentally, 55 percent say they feel confident when made up, and they spend the time to prove it.  On average, makeup-wearers spend 12 minutes dressing up their faces each day, and close to four in ten (37 percent) use 15 minutes or more of their time to apply their cosmetics.

Feature Focus
When it comes down to flaunting their favorite feature, it's a toss-up between lips and eyes.  Fifty eight percent of makeup wearers almost always apply lip color before leaving the house while others accentuate their eyes with mascara (53 percent), liner (48 percent) or shadow (36 percent) before walking out the door.  And, in a nod to recent trends, more than half of women would consider applying false eyelashes for a special event. 

For more information on the EcoTools Living Beautifully Survey, go to the EcoTools Look Beautiful, Live Beautifully blog. For the full collection of EcoTools products and list of retailers, visit or EcoTools products not only help you look beautiful, but live beautifully.

About EcoTools®
Living Beautifully is Our Mantra. Helping women look beautiful and live beautifully is what EcoTools is all about. EcoTools, a brand from Paris Presents Incorporated, is a leader in eco-conscious bath and beauty products. The entire collection of cosmetic accessories and bath and body products features innovative, earth-friendly, animal cruelty-free materials. In a continued effort to give back, EcoTools is proud to launch the Living Beautifully Project in which it will donate funds to organizations that represent a blend of green living and beauty.

About the Study
The Living Beautiful Survey was conducted by Kelton on behalf of EcoTools. Online survey among 1,291 American women ages 18+ between October 12th and 19th, 2012. Quotas are set to ensure reliable and accurate representation of the entire female U.S. population ages 18+.

Media Contact:
Liz Risoldi
Zeno for EcoTools