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Let’s play a guessing game: where do you think most Aussie women are buying their makeup?
Here’s a hint: it’s not a department store. It’s not even a dedicated cosmetics shop, or one of those pop-up counters you find in malls.
It’s… the supermarket.
Brand new figures from Roy Morgan Research reveal that 25% of Australian women aged 14 and over have been tossing foundations, mascaras and blushes in their supermarket trolleys, along with their feta and Tim Tams.
This figure is 5% up from 2009.
It’s sort of surprising, but also not – it’s the perfect case of ‘killing two birds with one stone’.
“Supermarkets have been the leading channel for purchasing cosmetics for more than a decade,” explains Geoffrey Smith from Consumer Products at Roy Morgan Research.
“For women with busy lifestyles and multiple commitments, buying their make-up at the same place as their groceries cuts out the need for a separate visit to another shop and saves them precious time.”