All eyes on Maybelline
Illegal Length, The Falsies, Colossal Cat Eyes, Black Drama… with evocative names like these, is it any wonder that more Australian women buy Maybelline mascara than any other brand?
According to the latest findings from Roy Morgan Research, 26% of Australian women aged 14 and over bought mascara in an average six-month period between October 2012 and September 2013 — with more than a quarter of them (or 7% of Aussie women) buying Maybelline, more than twice as many as the next biggest seller, Avon (3%).
Maybelline is the most popular mascara brand across all age groups, especially among young women under 25, 10% of whom have purchased the brand.
The battle for second place varies by age group: Max Factor for the under 25s, L’Oreal for the 25-34s and Avon for each age group over 35.
Mascara brands by age groups – bought by women in the last 6 months
Source: Roy Morgan Single Source (Australia), October 2012- September 2013, n=11,023
Angela Smith, Group Account Manager - Consumer Products, Roy Morgan Research, says:
“Like fashion, cosmetics trends are always changing, and the latest craze is eyelashes. Achieving bigger, bolder lashes is the new beauty goal and with Maybelline’s extensive mascara range offering longer-lasting, volume-enhancing lashes it’s no surprise the brand has been number one among Australian women for the last five years. In fact, Maybelline seems to be a popular choice for eye make-up in general, being the top pick for eye liner and concealer, too.
“In a market comprised of brands as diverse and high-profile as Napoleon, Revlon, Rimmel, Australis, Estée Lauder, Elizabeth Arden, Covergirl, Chanel and MAC (to name just a few of the brands Roy Morgan Research measures), a cosmetics company needs to stand out — and the most effective way to do that is via an in-depth understanding of its customers (as well as those of its competitors).
“Roy Morgan’s ground-breaking new profiling tool, Helix Personas, can assist cosmetics marketers to refine their search for a more targeted market. For instance, 35% of women in the highly sociable, ambitious ‘Young and Platinum’ category purchased mascara in an average six month period, as did 35% of women from the ethnically diverse and high-achieving ‘Successful Immigrant’ segment — both considerably above the national average.”
For comments or more information please contact:
Angela Smith, Group Account Manager - Consumer Products
Office: +61 (2) 9021 9101
Angela.Smith@roymorgan.com
Related research reports
View our Mascara Profiles, including the Maybelline Profile, Avon Profile, L’Oreal Profile, Max Factor Profile and more. These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.
About Roy Morgan Research
Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.
In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
Margin of Error
The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.
| Sample Size | Percentage Estimate |
| 40% – 60% | 25% or 75% | 10% or 90% | 5% or 95% | |
| 1,000 | ±3.0 | ±2.7 | ±1.9 | ±1.3 |
| 5,000 | ±1.4 | ±1.2 | ±0.8 | ±0.6 |
| 7,500 | ±1.1 | ±1.0 | ±0.7 | ±0.5 |
| 10,000 | ±1.0 | ±0.9 | ±0.6 | ±0.4 |
| 20,000 | ±0.7 | ±0.6 | ±0.4 | ±0.3 |
| 50,000 | ±0.4 | ±0.4 | ±0.3 | ±0.2 |
