The most compelling beauty advertisements appeal to consumers’ confidence rather than their insecurities, and offer free samples, according to About.com’s 2010 Beauty Study. The study also revealed that beauty products are considered a necessity, with over two-thirds of respondents willing to purchase products even while watching their budgets.

The study–conducted online in August–examined why consumers use beauty products; what influences purchasing decisions; what kind of beauty advertisements are most appealing; and what brands can do to attract new customers. It also looked at what emotions beauty products evoke in consumers.

“We see a significant number of intent-driven consumers willing to pay higher prices for quality, brand products that satisfy specific beauty needs,” says Evan Minskoff, vice president, marketing, the About Group. “This presents brands with the opportunity to truly engage this audience by emphasizing the relevance of their products to consumers’ core beauty goals.”

The study revealed that beauty products are non-negotiable, regardless of budget, because consumers view them as an important part of life and necessary to help maintain their look and skin/hair health. Eighty percent of respondents plan to spend more or the same this year on skin, hair, male grooming, teeth whitening and cosmetic products. Consumers also indicated that they use beauty products for the following reasons:

69 percent of respondents use beauty products to make sure hair and skin always stay healthy. 67 percent of respondents use beauty products to help solve specific skin and hair problems/concerns. 59 percent of respondents use beauty products to maintain a certain look/style. 55 percent of respondents use beauty products to look the best for their age.

The study also concluded that consumers prefer ads that appeal to their confidence, rather than to perceived insecurities. They also prefer ads that present brand and product benefits in an informative, intelligent way, and are receptive to ads that stress quality over price. The most compelling ads offer free samples or trials (cosmetics, 71 percent; skin care, 64 percent), printable coupons (cosmetics, 58 percent; skin care, 56 percent) and product information (cosmetics, 49 percent; skin care, 44 percent).

Beauty products are part of how participants present themselves:

Beauty products make me feel more confident (55 percent). Looking my best will make me more successful (70 percent). Looking my best will make me more desirable (63 percent). When I look good on the outside, I feel good on the inside (75 percent).

Over 50 percent of consumers prefer well-established brands because they are more reliable and are perceived to have higher value. Consumers prefer well-established brands over generic for cosmetics (73 percent), skin care products (72 percent) and hair care products (67 percent).

As a result of reading a beauty related article on About.com, consumers took the following actions:

48 percent of respondents tried the beauty/style tip. 38 percent of respondents shopped for beauty product. 33 percent of respondents purchased beauty product. 31 percent of respondents searched retail locations that carry product. 28 percent of respondents printed out the article. 26 percent of respondents passed the article to friends/family.

Ads on About.com also activate consumers. The following actions were taken as a result of seeing a beauty ad on About.com:

42 percent of respondents shopped for the product. 34 percent of respondents clicked on the ad. 31 percent of respondents tired a new beauty style/tip. 31 percent of respondents searched for retail locations that carry the product. 27 percent of respondents purchased the product. 26 percent of respondents printed the ad/article.

For a copy of the full About.com 2010 Beauty Study, contact Erica McDonald at [email protected] or call 212-204-1724.