Women's Marketing Reveals Research on Beauty Path-to-Purchase with Seurat Group

WESTPORT, Conn., July 28, 2016 /PRNewswire/ -- Women's Marketing – a leading media strategy and activation company, revealed findings from a proprietary study conducted in partnership with retail consulting firm, Seurat Group. Creating Loyal Beauty Consumers in a Disloyal Age, the first section of the study, was presented at Cosmoprof Las Vegas.  

The study uncovers how women are making decisions along their shopping journey when it comes to beauty – skincare and haircare in particular – and dives into mass, specialty and department store brick & mortar as well as eCommerce trends. Andrea Van Dam, CEO of Women's Marketing, shared "Women's Marketing specializes in fostering high-growth beauty brands that depend on us to be on-the-pulse with retail trends, delivering insights that add meaningful value to their media plans." Debbie Kelly, Engagement Manager at Seurat Group, underscored the importance of the research when she said, "Brands are looking for differential insight to give them a competitive edge. Women's Marketing's research effort to understand women not only as consumers, but as shoppers, arms them with deeper insights to leverage as they help brands develop smarter strategies from planning through activation."

The study polled 1,000 participants nationwide and segments findings across three age groups. Findings will be revealed through a series of infographics, events, and webinars over the coming months and will cover topics such as "the Amazon effect," optimizing brick & mortar as a marketing channel, the role of marketing at each stage of the purchase funnel, and targeting messaging to everyone from Millennials to baby boomers.

Joining Andrea at Cosmoprof was John Heffner, CEO of Drybar, who spoke about how Drybar has successfully created a loyal and growing audience of women who are passionate about their brand. Heffner said, "What a terrific evening of idea sharing among entrepreneurial thought leaders. Women's Marketing clearly has their finger on the pulse of consumer behavior and their market overview was insightful, optimistic and engaging."

The Cosmoprof presentation showcased findings that can help brands capitalize on the latest consumer trends in product discovery. The study found that while today's beauty consumer may appear "disloyal," her openness to exploration and trial offers new possibilities for brands. The research identifies strategic opportunities to speak to her along this path-to-purchase. Van Dam shared, "we found that beauty consumers are getting information from an average of six different sources before making a purchase decision – leading sources are Beauty Professionals and Online Reviews – a shift from traditional media vehicles that we saw driving this in the past." Successful brands will plan strategies that speak to the right consumer on the right channel based on where she is throughout her path-to-purchase.

About Women's Marketing:

Women's Marketing, Inc. is the leading media strategy, planning and buying organization for emerging and high-growth established brands targeting women. We work on brands that we know, buy, and love, with particularly deep expertise in the media that drives successful campaigns and outcomes for many of the beauty companies women are most passionate about. With offices in Westport, CT, New York City, and Boston, Women's Marketing has become the authority on how media inspires and moves women along the path-to-purchase, Visit womensmarketing.com to learn more.

The Seurat Group is a data-driven consultancy with expertise in uncovering and synthesizing insights that help client's brands capture value through the shopper and the retailer. Inspired by Georges Seurat's Pointillism, the incredible art movement that transformed individual dots of color into full images, Seurat Group is passionate about using insight differently –merging a multitude of sources to challenge convention and unlock differential insight for growth. Their goal is to help brands become the preferred partner for retailers and the preferred choice for shoppers.

Marlea Clark
Women's Marketing Inc.
203.256.4174
[email protected]

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SOURCE Women's Marketing, Inc.

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http://www.womensmarketing.com