EYE beauty shoppers seek new options and value

For example, while conventional wisdom holds that women are loyal to their favourite beauty brands, EYE's survey found that 66% of women are willing to try different solutions.

What motivates EYE beauty shoppers?

• 66% favour gift-with-purchase;
  
• 65% indicated that they are enticed by special offers;
  
• 56% are influenced by product tests and samples;
  
• 45% are motivated by coupons and mobile coupons.

EYE beauty shoppers are concerned about their appearance and are constantly searching for new solutions or products to improve their look. Fun fact: 1 in every 4 EYE beauty shoppers spends 40 or more minutes on their hair each day.

Along with improving their appearance, EYE beauty shoppers are also passionate about fragrance. The study shows that more than 1 in 3 EYE beauty shoppers have purchased three or more bottles of fragrance in the past year.

Ellen Carucci, VP sales for EYE commented: "Beauty is an important category for EYE malls so we are thrilled to be able to demonstrate to how our medium truly stacks up. The findings clearly show that mall shoppers are avid beauty customers and that mall advertising greatly influences consumer behaviour - more than newspaper, direct mail, cinema, radio, and all other out-of-home advertising."

Toluna conducted 304 online surveys on behalf of EYE with a random sample of women aged 18 to 64 between April 15 and April 19, 2010. All participants must have visited at least one EYE mall in the top 17 DMAs in the past month. Adults who work at an EYE mall were not allowed to participate in the study.