Profiling South African female consumers’ involvement in skincare and colour cosmetics

Abstract

The global cosmetics industry has shown resistance to downward economic cycles mainly due to continuing and growing demand of cosmetic products as well as an increase in online retail. Using Kapferer and Laurent’s (1985) consumer-involvement profile (CIP) scale, this study developed female consumer profiles based on the type and degree of cosmetic involvement of respondents. These profiles were supplemented with demographic information (age and population group) as well as several decision-making behaviours (information sources, evaluation criteria and preferred outlets). Through cluster analysis, six consumer-involvement profile groups were identified from a sample of 430 female respondents. The results may assist in understanding female consumers with regard to their involvement in, and consumption of skincare and colour cosmetic products, which in turn, identify marketing opportunities for cosmetic companies.