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Canadians’ cosmetics preferences

PicodiJuly 3, 2020

The first mentions of make-up date back to ancient Egypt. Even then, people used the prototype of eyeliner, and both men and women wore make-up. Since that time, cosmetics and the perception of make-up itself have diametrically changed. Nowadays, trends come and go every season, and the preferences of Canadian women are constantly evolving.

How much money do Canadians spend on cosmetics yearly? Which factors determine the purchase of cosmetics? How do men and women feel about eco cosmetics? And how do we compare to other countries? Picodi.com analysis team answered these and other questions related to the cosmetics market.

Beauty has its price

Which cosmetics do Canadian women prefer?

Canadian women’s’ toiletry bags are quite spacious — on average, they contain as many as 24 beauty products. It is no wonder that a typical Canadian woman spends around C$420 in a year on cosmetics. On the other hand, among these 24 cosmetics, only 11 are in regular use. It could be explained by the fact that 36 per cent of the surveyed women buy cosmetics when they are discounted, in reserve. 27 per cent buy cosmetics when they run out and 35 per cent whenever they feel like it.

How do Canadian women choose their cosmetics? Most of the surveyed women (69 per cent) chose price as a major factor determining the purchase. Brand of the cosmetic is crucial for 55 per cent of the surveyed respondents, and 38 per cent chose ingredients. Less important are influencers’ recommendations (21 per cent) or friends’ opinions (11 per cent).

Considering the fact that most of the respondents consider price as the most important consideration, it is not surprising that only 30 per cent of women prefer premium cosmetics, more expensive than the regular ones. 42 per cent allow themselves to buy such cosmetics occasionally, and 28 per cent don’t buy them at all. Price is also the decisive factor for choosing between regular and eco cosmetics, which became quite popular in recent years. The majority of the surveyed women (62 per cent) declared that they pick green cosmetics only when the price is reasonable. 31 per cent always buy eco cosmetics, and 7 per cent don’t have any interest in the ecological aspect of beauty products.

Mirror, mirror on the wall…

The most popular beauty products in Canada

For many women, make-up is an integral part of the morning routine. However, 7.5 per cent of the surveyed Canadian women do not wear make-up at all. Among those who do, 39 per cent wears it daily. 53 per cent does make-up sometimes, and 8 per cent does it only for special occasions.

How much time do Canadian women usually spend in front of the mirror? Among the women aged 18 to 50, 47 per cent spend 5 to 15 minutes on make-up, and 14 per cent less than 5 minutes. 39 per cent of surveyed Canadian women take much more time doing make-up — as much as half an hour.

An average women’s make-up bag contains many products, including some of the same kind. Statistically, Canadian women own 8 lipsticks, 3 lip liners, 4 blushes, 4 mascaras, 7 eyeshadows, and 8 fingernail polishes.

Through the looking glass

Cosmetics in Canada compared to other countries

In Canada, the most popular beauty products are mascara, lipstick, foundation, eyebrow pencil, and blush, and women spend around US$311 a year on cosmetics. How about our neighbours?

Although their favourite beauty products are the same as Canadians, Americans spend more money on cosmetics — US$396.

Surprisingly, New Zealand women spend much less, around US$233 a year. With US$303 spent on cosmetics each year, women in Brazil are ahead, but still behind the Canadians.

Men vs cosmetics

How men buy cosmetics?

How do men feel about cosmetics? First of all, they spend much less money on cosmetics than women — C$250 a year, which is close to just half of the average woman’s beauty budget. They also own fewer beauty products (8 pieces), although they only 6 use regularly. What is interesting, only 68 per cent of the surveyed men buy cosmetics by themselves — the remaining 32 per cent admits that it is mom or partner who buys cosmetics for them.

As opposed to Canadian women, men usually buy cosmetics when they run out (53 per cent). 33 per cent buy cosmetics when they are discounted, and 14 per cent when they feel like buying. Same as women, one of the main factors determining the choice for men is the price — 61 per cent. Still, the brand is the most important (62 per cent).

British men are also less likely to buy premium cosmetics — 33 per cent claim that they never buy them and 44 per cent do only occasionally. When it comes to eco cosmetics, almost half of the surveyed men declared that they do not care about their ecological aspect. 42 per cent buy such cosmetics when the price is reasonable, and 12 per cent prefer eco products no matter what.

Methodology

This report was based on survey results conducted among 9300 people in 44 countries in June 2020.

Public Use

Would you like to share information about preferences toward cosmetics in Canada and other countries? Feel free to use all the data and infographics presented in this report for both commercial and non-commercial purposes as long as you indicate the author of the research (Picodi.com) with a link to this subpage. If you have any questions, please contact us: research@picodi.com.