Touch-up avoiders are the second-largest consumer segment in Indian makeup. They judge makeup by whether it lasts the day through work, a commute, heat or a wedding without smudging or touch-ups. They are one of six segments in our overview of makeup consumers in India.
Who are Touch-up avoiders?
Touch-up avoiders give wear time as their reason about 4.8 times as often as the average consumer, and smudging or heat about 5 times as often. They act on the occasion, on transfer and on humidity. They also turn to a makeup artist or parlour about 3.3 times as often, and report buying a product less than half as often. When a big day matters, many of them hand the job to a professional.
What do Touch-up avoiders say?
- “I used to do my entire makeup at home like a responsible adult, then Indian summer + commute said lol no.”
- “Smudge proof kajal won’t work. It spreads and I end up looking like a panda in half an hour.”
- “Lasted me through my brother’s very sweaty, very humid April wedding.”
The conditions are specific: Indian summer, a commute, a humid wedding. Generic long-wear claims meet a consumer who has already seen them fail.
How do long-wear products perform, in consumers’ words?
Wear time gets slightly more praise than complaint, but smudge resistance leans critical, with kajal and liner the usual culprits. Performance in heat and humidity splits about evenly. The gap between what a pack promises and what survives the day is where this segment decides.
What could brands test to win Touch-up avoiders?
These are ideas to put in front of the segment, not conclusions.
- Wear-time claims tied to named conditions, such as a commute or a humid day, with the hours stated.
- Smudge proof for kajal and liner shown after hours of wear.
- Occasion kits for weddings and long events.
- Work with makeup artists and parlours, since this segment often hands big days to them.
Test these claims on the Touch-up avoiders segment at app.nextbigwhat.com. Smudging is one of the triggers in why Indian makeup consumers drop a product.
Frequently asked questions
What is a Touch-up avoider in the makeup market?
A consumer who judges makeup by whether it lasts the day through work, a commute, heat or a wedding without smudging or touch-ups. It is the second-largest of six segments in India.
Does smudge-proof kajal work, according to consumers?
Opinion leans critical. Remarks about smudge resistance are more often negative than positive, and kajal and liner come up most.
Do Touch-up avoiders use makeup artists?
Often. They turn to a makeup artist or parlour about 3.3 times as often as the average consumer, especially for occasions.
How can a makeup brand appeal to Touch-up avoiders?
Worth testing: wear-time claims tied to real conditions, smudge proof shown after hours, occasion kits and work with makeup artists.
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