Struggling to think of that special Christmas gift for a loved one can sometimes lead us to eventually admit defeat and switch to the ‘safe’ option of a gift set of toiletries and cosmetics.
Whilst we may worry that it doesn’t come across as the most exciting of presents, we can take comfort from Kantar Media’s latest TGI consumer data for the Republic of Ireland that reveals almost a fifth of adults (19% or 696,000 people) admit to spending a lot on toiletries and cosmetics for personal use. Given the value of this commercial sector and its extreme competitiveness, this is a potentially very lucrative audience to engage.
Quality and trust in toiletries is key to this group. They are 85% more likely than the average adult to agree that when buying toiletries, the brand they choose is very important to them. They are also 74% more likely to agree that they only use good quality toiletries.
Fortunately, these people are in a better position than most to pay for quality. They are 25% more likely than the average adult to have a family income of €75,000 or more.
Some 64% of those who explicitly agree that they spend a lot of money on toiletries and cosmetics for personal use are female and only 36% male. When it comes to their lifestage, those who agree with this statement are 64% more likely to be ‘Fledglings’ (aged 15-34, not married or living as couple, no son or daughter, live with parents). Given that they are not likely to be in a serious relationship, this is an indication of the importance some of these Fledglings place on looking and smelling great for the purposes of augmenting romantic opportunities.
When it comes to the top media channels to engage with this audience, TGI consumer data reveals that they are 55% more likely than the average adult to be amongst the heaviest fifth of cinema goers and 46% more likely to be amongst the heaviest fifth of magazine readers. When it come to their favourite film types, they are especially keen on mysteries and thrillers, as well as romantic/love films, with TGI consumer data showing them 63% more likely than the average adult to cite the latter as a favourite film type.
When it comes to magazines, they are almost three times more likely than the average adult to be very interested in reading about bridal or wedding topics and over twice as likely to be very interested in reading about slimming and dieting.
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