The Brief:

Our Insights team delved deeper into cosmetic foundation shopper behaviours, habits, and preferences through an online research survey targeted at foundation users, which ultimately saw the participation of over 200 foundation users across South Africa.

Current Trends in Foundation Makeup:

45% of respondents aged 18-29 purchased a foundation product after seeing it online within the last year. 

This highlights the importance of having two marketing channels in synergy during a campaign rollout because while the purchase journey often begins online, the ultimate opportunity to influence the shopper’s decision lies in-store through POS displays that mirror what they see online.

 Over 50% of the respondents prioritise vitamin infused as well as moisturising and hydrating properties when deciding which foundation products to purchase. 

This key statistic correlates with the global rise of skinification within the cosmetics industry. 

While traditional liquid foundation maintains dominance within the foundation category, there has been a significant rise of liquid tint foundation as a result of the emergence of skinification globally. 

In fact, there has been a 108% increase in the online search volume of skin tint foundation in contrast to the 16% search volume decline for traditional, full coverage foundation globally.

We Found:

Finding the perfect foundation in South Africa is all about understanding your skin and knowing where to look. Whether you prefer a matte finish for the summer heat or a hydrating formula for dry winter months, there’s something for everyone in the diverse South African market. Remember, the key is to embrace your natural beauty and choose products that enhance it.