Try-first shade matchers are the Indian makeup consumers who will not trust a shade until they see it on their own skin. Undertone, oxidation and the risk of choosing a shade online decide whether they buy. They are one of six segments in our overview of makeup consumers in India.
Who are Try-first shade matchers?
They test in store about 5.3 times as often as the average consumer and are put off by shade or undertone about 3.1 times as often. Once a shade works, they buy the same product again about 2.1 times as often. The hard part is the first purchase; after that, they are among the most loyal consumers in the category.
What do Try-first shade matchers say?
- “Every time I want to try a new lipstick or foundation shade, I end up not buying it online because I genuinely have no idea how it’ll look on me.”
- “I go to makeup stores, get multiple foundations done and ask for samples, then commit.”
- “Foundations I’ve tried end up turning darker or greyish on me.”
Online buying stalls at the shade. Store visits and samples are how they reduce the risk, and oxidation over the day is the failure they fear.
How big a problem is shade matching online?
A large one. About three in four remarks about being able to test a shade before buying are critical, and about two in three remarks about oxidation are critical. Shade match itself splits close to evenly: when consumers find their shade, they say so.
What could brands test to win Try-first shade matchers?
These are ideas to put in front of the segment, not conclusions.
- Shade samples or minis sent before the full product.
- Shade guidance on the listing built around Indian undertones.
- Information on how a base wears over the day, including oxidation.
- An easy shade exchange, stated on the product page.
Test these product page changes on the Try-first shade matchers segment at app.nextbigwhat.com. Shade and oxidation also appear in why Indian makeup consumers drop a product.
Frequently asked questions
What is a Try-first shade matcher in the makeup market?
A consumer who will not trust a shade until they see it on their own skin. Undertone, oxidation and online shade risk decide whether they buy.
Why do Indian consumers avoid buying foundation online?
They cannot tell how the shade will look on their skin. About three in four remarks about testing a shade before buying are critical.
Are Try-first shade matchers loyal?
Yes, once a shade works. They buy the same product again about 2.1 times as often as the average consumer.
How can a makeup brand appeal to Try-first shade matchers?
Worth testing: shade samples, undertone-led shade guidance, oxidation information and an easy shade exchange.
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