For health and beauty, the gamma's have it

Think targeting female 'influencers' is the way to engage female health and beauty product buyers? Think again. According to a recent Meredith Corporation survey health and beauty consumers are most likely to respond to gamma-women than influencer-women.

by Kristina Knight

What's the difference? Influencers are usually early adopters who focus on specific areas - a blog, for example - to share ideas and information. Alternatively, gamma's are women who use a wide variety of media platforms - blogs, social networks, email, etc. - to share information, opinions and recommendations.

The survey found that only about 56% of 'influencers' recommended health and beauty brands they like while more than two-thirds (76%) of 'gammas' recommended health and beauty products they likes. Younger 'gammas' are even more likely to share (85%) like brands by word-of-mouth/social methods.

For green health and beauty brands this is even better news because about two-thirds of gamma consumers are interested in brands/products which are organic, natural or which use sustainable products; more than 60% report using anti-aging products.

Where do 'gammas' look for health and beauty products to try?
• 80% look to magazines
• Only 20% purchase beauty brands online
• 56% buy in drug stores
• 80% plan beauty buys

'Gammas' are also fairly brand-loyal, according to their own responses, even though most (61%) look for new products and brands to try.

Tags: beauty advertising, health advertising, health and beauty advertising, Meredith Corporation