Beyond the Brand: Mapping the Makeup Landscape

Two households may buy the same makeup brand and have very different routines. One may be heavily into Eyes, another into Face or Lips. The real opportunity lies in understanding what else sits around that brand choice.

Year

2022

Summary

How did Bintix help uncover the consumer profile of makeup households?

Rather than looking at buyers through the brand they use, we looked at what they buy across categories, and not just within one. To build this picture, the analysis we conducted involved -

Defining the key consumer groups across Face, Eyes and Lips
Looking at category usage, brand choices, and where the two overlap
Comparing household behaviour to find cross-category opportunities

the Challenge

Knowing the Consumers Beyond Their Brand Preference

The brand already knew who was buying it. What it was unaware of, was how those households behaved across the rest of makeup, how they differed from competitor households, and where there was room to grow into other categories.

our approach

Household Consumer Basket Analysis

At the household level, Bintix examined:

Category and sub-category usage across Face, Eyes and Lips
Overlap between makeup segments
Differences in what the households of leading brands consume
White spaces where the brand had room for portfolio expansion

the outcome

Key Findings and Business Actions

Distinct Consumer Profiles Emerged

The leading brand’s households bought more Kajal, Mascara, Compact, and Concealer, while competitor households leaned towards Lips, Foundation, and Primer.

Category Overlap Revealed White Spaces

20% of Eyes households also consumed Lips makeup, while only 3% of Eyes households also bought the brand’s Lipsticks, highlighting a clear cross-category opportunity.

Portfolio Expansion Opportunities Became Clearer

The analysis identified which products could help the brand deepen its relationship with households and grow across the wider makeup basket.

Real Data.
From Real Packs Consumed

Turning discarded packs into real-time consumer intelligence

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