This Is Millennials' Favorite Drugstore Beauty Brand
By Macaela Mackenzie. Photo courtesy of CoverGirl.
Drugstore beauty is a millennial's bread and beauty butter but they do have a rep for being fickle — a generation fueled by the drive to find the next product guaranteed to bring likes on Instagram over any kind of brand loyalty. But that characterization is apparently a load of BS, according to a new survey.
As it turns out, Millennials do know a thing or two about brand loyalty. But where do our loyalties lie? Is it to products with the most Instagrammable potential? The trendiest ingredients? Sustainable practices? Nope, no, and guess again.
According to a survey of 1,000 women by Corra, Millennial women are most attached to a tried and true drugstore staple: CoverGirl. Not only did the brand score highest in terms of loyalty, survey respondents also reported using it longer than almost any other brand. If your reaction to this news looks something like the confused emoji, think again. CoverGirl’s supremacy makes total sense.
First off, the brand has done a killer job of repping diversity in the beauty business (at least when it comes to their spokespeople) anointing the first ever male CoverGirl James Charles and counting everyone from Rihanna, to Ellen Degeneres, to Janelle Monae, to Katy Perry, to Sophia Vergara, to Zendaya as faces of the brand.
Secondly, they do a pretty solid job of keeping up with the trendiest product launches in the beauty world. Don’t want to shell out big bucks for a holographic highlighter or serum-boosted foundation, you don’t know if you’ll actually like? Chances are CoverGirl has you covered (pun intended) with a wallet-friendly option with which you can test the waters.
And finally, the drugstore brand is just damn good. No matter how many cool new products, upstart brands, and genius formulations we try, CoverGirl continues to have a place in our hearts and in our makeup bags.
Given all that evidence for the merits of classic drugstore beauty brands, it’s no surprise that CoverGirl is keeping company with Maybelline, Neutrogena and L’Oreal as brands Millennials are most loyal to. High-end brands? Not so much. When asked which brands they used the most by product category, Urban Decay came in second for eye shadow, and M.A.C. nabbed the third spot in lipsticks and glosses. Clinique and LUSH also landed on the list of top 10 favorites but behind their drugstore counterparts.
So what matters more than Instagrammability (and even the political and social stances of brands)? Quality. Thirty-eight percent of women said that was their top concern when it came to picking products.
Consider this an excuse to hit up the drugstore beauty aisle for a quality shopping spree. And the haters say Millennials aren’t loyal…
h/t: Bustle
This story originally appeared on Allure.
More from Allure:
10 Celebrity Hairstyles That Make You Look 10 Years Younger
The 9 Prettiest Date-Night Makeup Looks
The 10 Best Mascaras Under $20
20 Celebrities Who Look Surprisingly Different Without Their Signature Looks
