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2010 Pink Report® Uncovers New Truths About Walmart and the Beauty and Personal Care Shopper

The Benchmarking Company
June 15, 2010
SKU: BNM2786989

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Washington, DC, June 15th, 2010 - An astonishing “71% of women shop for beauty and personal care items at Walmart every week”, according to the 2010 Pink Report® Women & Walmart: Seeing Through the Eyes of the Beauty and Personal Care Consumer. The Benchmarking Company (TBC) publishes the Pink Report yearly as each edition explores of-the-moment issues affecting the beauty industry. The 2010 Pink Report focuses on how Walmart affects the beauty industry, and why and how women shop for beauty and personal care products at the world’s largest retailer.

According to the research, her opinions on Walmart have changed and old truths no longer apply. Where once she may have been embarrassed to shop for her beauty or personal care items at Walmart, or wouldn’t admit that she was a Walmart shopper, today - she loves Walmart, and is not afraid to admit it. Walmart is an important part of her shopping behavior, and with 18 new beauty truths, the 2010 Pink Report unveils her true thoughts on shopping for her favorite beauty and personal care items there. Today’s beauty consumer has come undone, and she’s operating under a whole new set of truths where convenience, price, value and most importantly - authenticity - are the keys to her wallet.

“Women & Walmart was so important to us because when 200 million people do something each week, it’s critical that we understand what and why. Whether your brand is at Walmart or not, what is happening there and how consumers are spending their time and dollars inside the store is vital to the entire beauty and personal care industry,” said TBC founder and creative director Alisa Maria Beyer. “My goal with this report was to give the folks on Madison Avenue an intimate look at Main Street USA to see what’s really going on. It’s easy to become out of touch with the real beauty consumer. It’s important that we get back to her.”

The Pink Report findings highlight that both Walmart and beauty brands can benefit from understanding several key themes that are impacting women’s lives today as they make purchasing decisions about beauty brands.

Our new truths on how women view Walmart yields vital intelligence into the hearts and minds of women all across the country. For example, women view Walmart as their top destination for beauty and personal care purchases - 71% of women shop there for beauty and personal care products. And today, Walmart means more to women than just bargains or low prices: 67% of women strongly agree that Walmart offers premium brands for less.

The Pink Report also provides detailed statistics on:

How much money she spends at Walmart every time she shops there
What brands she’s buying (or not!) and why
What she really thinks of generics
How she spends her time once she’s inside the store
Will Walmart.com get her to click and shop?
Her true thoughts on the retailer as a beauty authority
Why she seeks out beauty products at other retailers besides Walmart

The 2010 Pink Report: Women & Walmart: Seeing Through the Eyes of the Beauty and Personal Care Consumer is essential reading for all beauty and personal care executives; marketing, brand and product managers; research and development specialists; advertising and public relations professionals, and anyone who wants to better understand how Walmart is poised to be the world’s largest and most influential beauty retailer, and what it means to you.

“This report will blow away everything you thought you knew about both women and Walmart, and fuel creative thinking and branding to take you into the next decade of beauty buying,” said Alisa. “For brands and retailers alike, the Pink Report includes vital insights and strategic observations on new opportunities, messaging and positioning for any brand that wishes to understand and embrace her new beauty truths.”

I. Methodology
(How and why we decided to focus on Walmart): 2.1 Executive summary: philosophy and findings; 2.2 Welcome to the new truth
II. Truth Be Told: Old Truths, New Truths and the Truth in Numbers
(What we know and what we learned about Walmart): 3.1 Every pretty penny counts; 3.2 Put on your Walmart hat; 3.3 Recessionista; 3.4 Don’t tempt her; 3.5 She loves Walmart; 3.6 She and Walmart go waaaay back; 3.7 The hulking superstore; 3.8 She’s buying her beauty at Walmart; 3.9 Playing favorites; 3.10 Queens of convenience; 3.11 Naturally confused; 3.12 Under her skin every once in a while; 3.13 If she’s not shopping at Walmart; 3.14 No separation anxiety here; 3.15 Walmart.com; 3.16 The coupon lives!; 3.17 Walmart for all; 3.18 Don’t rush her
III. Beauty Spotlight - The Beauty Aisle
(Her shopping behavior in the beauty aisle): 4.1 Dollars and cents: her annual beauty spending at a glance; 4.2 Where she buys beauty: Walmart and then some; 4.3 Beauty aisle price check; 4.4 A beautiful state of mind; 4.5 Her beauty shopping experience; 4.6 High impact; 4.7 Top beauty brands she buys; 4.8 Beauty by the dollar
IV. Beauty Spotlight - The Walmart Beauty Aisle
(Her shopping behavior in the Walmart beauty aisle): 5.1 The Walmart beauty buyer profile; 5.2 Walmart beauty shopper: vital statistics; 5.3 The Walmart shopper: what beauty she’s buying; 5.4 Walmart will-nots; 5.5 Walmart vs. … ?; 5.6 Uninspired beauty
V. Beauty Spotlight - Beauty by the Ages
(Her buying behaviors by age): 6.1 Age and Walmart loyalty; 6.2 Her views on Walmart, through the ages; 6.3 Is she embarrassed?; 6.4 How long has she shopped at Walmart?; 6.5 Day by day; 6.6 Does she splurge at Walmart?; 6.7 Would you like a basket?; 6.8 Who buys more?; 6.9 Generically speaking; 6.10 Not all beauty products are the same to her; 6.11 Brand loyalty and age — mutually exclusive?; 6.12 She’s been a beauty buyer for a while; 6.13 Beautiful perceptions; 6.14 Extra cash and how she spends it; 6.15 A beauty buyer and her money are soon parted; 6.16 She’s motivated, and she wants to buy; 6.17 Naturally beautiful: will she go organic?; 6.18 Beauty turnoffs; 6.19 What won’t she buy?; 6.20 The savvy beauty buyer; 6.21 Walmart.com and her; 6.22 Facebook nation; 6.23 Annual beauty expenditures; 6.24 She’s savvy, at every age
VI. Checkout Line
(Key takeaways and strategic recommendations): 7.1 What are Walmart’s new truths?; 7.2 What are the beauty brander’s new truths?
VII. Data Warehouse
(Survey questions): 8.1 Are you female?; 8.2 How far away from your home is the closest Walmart?; 8.3 Where do you typically shop for beauty and personal care items?; 8.4 What words come to mind when thinking about Walmart?; 8.5 Do you shop at Walmart?; 8.6 If not, why don’t you shop at Walmart?; 8.7 What are the most important reasons you shop at Walmart?; 8.8 Do you enjoy shopping at Walmart?; 8.9 If not, why don’t you enjoy shopping at Walmart?; 8.10 Please estimate the percentage of your or your family’s shopping that you personally do; 8.11 Which members of your family do you specifically shop for?; 8.12 How important are the following when shopping?; 8.13 Please indicate which of the following statements reflect your views.; 8.14 How long have you been a Walmart shopper?; 8.15 What time of day do you generally shop at Walmart?; 8.16 Once you have entered a Walmart, how long does your shopping trip usually last?; 8.17 What days of the week do you generally shop at Walmart?; 8.18 How often do you shop at Walmart?; 8.19 Do you have a specific budget that you follow when shopping at Walmart?; 8.20 Are you usually successful at keeping your Walmart purchases within your budget?; 8.21 What typically causes you to spend more than your budgeted amount at Walmart?; 8.22 How much money do you typically spend at Walmart each time you shop there?; 8.23 When you shop at Walmart, do you generally…?; 8.24 How do you usually feel upon entering Walmart?; 8.25 Do you generally shop at Walmart alone or with someone?; 8.26 What types of products do you purchase at Walmart?; 8.27 Do you bring a shopping list to Walmart?; 8.28 Do you review the circular from Walmart?; 8.29 How do you usually feel when you are finished shopping at Walmart?; 8.30 Why do you buy generic products at Walmart?; 8.31 When thinking about your general spending habits as compared to a year ago, you are…?; 8.32 What kind of beauty and personal care products do you purchase at Walmart?; 8.33 Why do you purchase your beauty and personal care products at Walmart?; 8.34 Have you purchased your beauty and personal care products at Walmart?; 8.35 When did you start shopping for your beauty and personal care products at Walmart?; 8.36 Why did you start shopping for your beauty and personal care products at Walmart?; 8.37 Which of the following beauty brands do you shop for at Walmart?; 8.38 Which of the following personal care brands do you shop for at Walmart?; 8.39 Did you trade down (start buying a less-expensive product) in your beauty and personal care shopping within the past year?; 8.40 When shopping at Walmart, at what point do you shop for your beauty and personal care products?; 8.41 Please tell us how much you agree or disagree with the following statements.; 8.42 Do you buy beauty brands at stores other than Walmart?; 8.43 What brands do you buy when you are shopping at those places?; 8.44 Why do you buy beauty items sold at stores other than Walmart?; 8.45 Why don’t you shop for beauty items at stores other than Walmart?; 8.46 If you had an extra $50 per month, what would you spend it on?; 8.47 What influences you the most when you are buying beauty and personal care products at Walmart?; 8.48 For each of the following statements, check the box that most closely corresponds to your perspective; 8.49 Do you spend more money on beauty and personal care products that are natural/organic?; 8.50 Do you believe that a natural/organic product works better?; 8.51 What is your favorite skin care brand sold at Walmart?; 8.52 What is your favorite makeup brand sold at Walmart?; 8.53 What is your favorite fragrance brand sold at Walmart?; 8.54 When you are shopping for beauty and personal care products, what are your biggest turnoffs?; 8.55 What kind of beauty and personal care products would you never purchase at Walmart?; 8.56 Why won’t you ever shop at Walmart for baby products?; 8.57 Why won’t you ever shop at Walmart for bath products?; 8.58 Why won’t you ever shop at Walmart for body and skin care products?; 8.59 Why won’t you ever shop at Walmart for eye makeup products?; 8.60 Why won’t you ever shop at Walmart for facial makeup products?; 8.61 Why won’t you ever shop at Walmart for facial skin care products?; 8.62 Why won’t you ever shop at Walmart for fragrance products?; 8.63 Why won’t you ever shop at Walmart for hair care; products?; 8.64 Why won’t you ever shop at Walmart for hair dye and hair coloring products?; 8.65 Why won’t you ever shop at Walmart for nail products?; 8.66 Why won’t you ever shop at Walmart for oral care products?; 8.67 Why won’t you ever shop at Walmart for personal cleanliness products?; 8.68 Why won’t you ever shop at Walmart for shaving products?; 8.69 Why won’t you ever shop at Walmart for sunscreen and suntan products?; 8.70 What is the most you have spent on each of these items?; 8.71 What is an expensive price for each of these items?; 8.72 Please tell us if you agree or disagree with the statement as it relates to shopping at Walmart; 8.73 Have you ever visited Walmart.com?; 8.74 Why haven’t you visited Walmart.com?; 8.75 Do you go to Walmart.com for product pricing and availability prior to shopping at Walmart?; 8.76 When thinking about Walmart.com, please rank each of the following statements; 8.77 Which of the following magazines have you read in the past three months?; 8.78 What is your dress size?; 8.79 Which soap operas do you follow?; 8.80 Which of the following television shows do you love to watch?; 8.81 Which of the following music genres do you listen to most often?; 8.82 What kind of vehicle do you or your spouse drive?; 8.83 Do you have a tattoo?; 8.84 Do you attend a weekly religious service?; 8.85 Do you have Facebook page?; 8.86 What is your age?; 8.87 How many children under the age of 18 do you have living in your house?; 8.88 What was your total household income for 2009 (before taxes)?; 8.89 Is yours a single- or a double-income household?; 8.90 How much do you spend annually on beauty products (specifically color cosmetics and facial skin care products)?; 8.91 What is your employment status?; 8.92 What is the highest level of education you have completed?; 8.93 Which best describes the area where you live?; 8.94 Which best describes your ethnicity?; 8.95 Please think about each of the following statements and indicate how much you agree or disagree with each; 8.96 How did you hear about this survey?

2010 Pink Report® Uncovers New Truths About Walmart and the Beauty and Personal Care Shopper

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