Makeup consumers show the lowest brand loyalty when purchasing lipsticks
Aishetu Dozie · How I Built Resilience: Aishetu Dozie of Bossy Cosmetics · Oct 8, 2020 · at 8:04
Aishetu Dozie, founder of Bossy Cosmetics, explains the consumer research insight from Stanford that led her to launch her brand with lipsticks rather than other makeup categories.
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“One of the most important things I learned was that the average woman Wears something color on her lips on most occasions, but she is least loyal to the person who makes her lipstick. Like the average woman who wears makeup is very religious about the foundation she wears or the eyeliner or the mascara. Like she'll have one product that she's like, this is my one thing, but for lipsticks, she'll have 10.”
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