Canadian cosmetic brands need a mobile strategy.
A new study shows that 42% of young Canadian women, age 18 to 34, who are smartphone users have used their mobile device to research information about beauty products. The study was done by research firm Mobindex.
“The main finding in this study is that mobile marketers need to target younger women when related to beauty,” said Malik Yacoubi, vice president of mobile marketing at Cossette, Montreal.
While 42.4% of all young adult Canadian women use their smartphones for researching beauty products, those of the same age in Quebec are less likely to use their smartphones for the same purposes with only 21.1% of Quebec young women using their mobiles for this purpose.
But, it is not just the youngest women that search for beauty product information via their smartphone. The study also showed that 11.3% of Canadian women over 35 use their smartphones for beauty information.
Mobile coupons were a major reason for young women’s interest in searching via smartphone. Almost 50% of those surveyed indicated an interest in mobile coupons for beauty products.