#TAPInsights

“When a woman becomes a

mother, she becomes a new

target audience”

theAsianparent Insights wanted to find out what mums were thinking, asking and purchasing when it came to beauty So, we collected quantitative data on mums in Singapore, aged 21 and over

Let’s talk about a mums’ body

1. Before

pregnancy

2. Pregnancy

3. After

pregnancy

4. Years after pregnancy

Let’s find out what Singapore mums are thinking

Stomach Stretch marks Love handles muffin top

Loose excess fat Saggy arms Breasts Skin tags moles

Hips thighs Cellulite Butt Spider veins Face shape

Even tone dark patches pigmentation Wrinkles anti-ageing

Chin Oily dry combination skin Spots acne Whitening

Sagging skin Tightening firming Scars Eczema Birthmarks

Double eyelids Prominent ears Teeth Saggy face Nose

Singapore mums’ beauty

concerns

of mums have at least one

facial area of concern

%

Mums’ top 3 facial areas of concern

51% wrinkles & ageing skin

41% oily, dry or

combination skin

63% uneven tone, dark patches

& pigmentation

of mums have at least one

body area of concern

%

Mums’ top 3 body areas of concern

67% stomach,

love-handles & muffin top

44% butt, hips & thighs

53% excess fat &

cellulite

Singapore mums’ beauty secrets

exposed!

60% of mums spend 10- 30 minutes daily on their

beauty routine

53% of mums feel

pressured to look younger

Let’s find out what Singapore

mums are purchasing

59% of mums are willing

to spend $50 or more on a

skincare product

55% of mums

would consider a non-invasive procedure

Singapore mums’ top 5 makeup brands

1. L ‘Oreal

2. Maybelline

3. MAC

4. Chanel

5. Silky Girl

L ‘Oreal case study

L'Oreal Paris Singapore's Facebook Photos

Singapore mums’ top 5 skincare brands

1. SK-II

1. Laneige

3. L ‘Oreal

4. Lancome

5. Clarins

SK-II case study – Qi Qi

Let’s find out what Singapore mums are asking

Let’s Talk Beauty Mum Panelists

Justina Goh Age: 33 Children: 1 girl, aged 19 months Profession: Associate Editor of theAsianparent.com Planning for second child next year

Neetu Mirchandani Age: 37 Children: 2 boys, aged 3 & 5 Profession: VP Strategic Alliances & Insights, APAC at Tickled Media SuperMommy blogger

#TAPInsights