“Nature gives you the face you have at twenty; it is up to you to merit the face you have at fifty.”

– Coco Chanel

The beauty of today’s women may not start wars a la Helen of Troy, but a battle does exist among the beauty brands looking to win over female consumers. Women are complex and vary in their values and motivations, no matter the age or life stage. For them, beauty is much more than just looking good.

Resonate analyzed the purchase motivations of different groups of female consumers* and uncovered that beauty really is only skin deep – a plethora of deeper considerations actually take priority.

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  • Women who place career foremost in their lives are more likely to look for skin and hair products that are best looking (31%) and enjoyable (33%), rather than dependable.
  • Young, stay-at-home mothers are more likely to value uniqueness (29%) over brands that appear to be trustworthy and healthy.
  • “Real Housewives” – women who don’t work outside the home but have a household income over $100K – are more likely to seek out hair and skin brands that speak to safety (21%) and innovation (13%) instead of products that are best looking.
  • Empty nesters are more likely to purchase beauty products that are enjoyable (22%) and exciting (13%), and shy away from those that emphasize quality. (Now that the kids are away, mom can play!)
  • Seniors are more likely to place importance and interest in brands that stress practicality (20%) and health (13%), not those that claim to save time.

Brand marketers must speak to the individual motivations of women and their perspectives on beauty to maximize messaging. They may know who their customer is, but knowing what they value and targeting that value is more likely to get women to buy their products.

*compared to the online adult female population