With Mother’s Day approaching in the UK, beauty brands are a familiar feature in seasonal promotions and gift guides.
But which beauty brands are driving resonance among UK mothers, and do they differ from the average beauty spender?
YouGov BrandIndex data suggests that when it comes to beauty spenders, mothers among this group do favour different brands. Looking at Consideration scores, which track whether consumers would think about buying from a brand when next in the market, several brands stand out with noticeable differences.
The largest difference appears for NYX. The brand records a Consideration score of 26.9% among frequent makeup buyers overall, compared with 20.5% among mothers, a gap of 6.4 points – the biggest in the dataset.
Next comes No7, which shows one of the largest differences in the opposite direction. The brand posts a Consideration score of 39.4% among mothers, compared with 34.8% among the broader audience, a 4.6-point gap.
