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While cosmetics brands have seen significant growth during the pandemic, economic pressures are slowing business, especially makeup purchases. The CivicScience Pulse of the US Beauty Buyer report found that 79% of cosmetics shoppers have changed their purchasing habits due to economic pressures. One way consumers might save – which is also a trend on social media – is by using a single makeup product in multiple ways, such as applying liquid blush as blush, eye shadow and lipstick.
Data from CivicScience shows that this trend is resonating well with consumers: 46% of U.S. adults who wear makeup have experimented with applying a single product in more than one way, and 25% have done so “multiple times.” Another 11% have not tried it yet but are interested in trying it.
However, the experience varies by brand. A closer look at four of the many brands studied by CivicScience shows that Milk Makeup and Tarte Cosmetics customers have the most experience with using a makeup product multiple times. While Elf Beauty and Rare Beauty customers have slightly less experience with this, it is still the case for a clear majority.
Join the conversation: Do you ever use makeup products for more than one purpose, such as blusher as eye shadow?
Why do Americans use makeup products in more than one way?
According to CivicScience data, the most common answer is to simplify the makeup routine and use fewer products (40%). Fewer respondents say they “like how the product works in other places” (34%) or “to save money” (30%). Following social media trends is by far the least popular answer (8%).
However, a breakdown of the data by age shows that Generation Z is much more likely to use products for multiple purposes to save money, while those over 55 are more likely to simplify their routine for other reasons than for any other reason.
The desire for a simplified makeup routine is also consistent with additional data from CivicScience, which shows that most makeup wearers typically use fewer than four products in their routine: 33% use 1-2 products, 41% use 3-4 products, 16% use 5-6, and 10% use 7+.1 Likewise, women are wearing makeup less and less, so people may have fewer products on hand.
Answer our surveys: How many beauty products do you use on an average day?
What this could mean for brands
Why does this matter to brands? Data from CivicScience shows that using makeup products for multiple purposes is strongly correlated with the reasons for purchasing makeup products. For example, people who use makeup in this way are more likely to be regular beauty shoppers and repurchase when a product runs out (54%), and they are also more likely to experiment with new types of products (44%). In contrast, those who are less interested in using makeup for multiple purposes are the least likely to repurchase new products when they run out and to try new products.
Overall, there is a significant market for makeup that can be used more than once. Driven by the desire to simplify routines, the positive effect of the product on other parts of the body, and the cost savings, this trend presents a unique opportunity for beauty brands to develop versatile products that encourage purchases and customer loyalty.
