A comparative study of lipstick shades preferences by geographical areas
Keywords:Shades, Preference, Lipsticks, Color, Geographical area
International cosmetics companies manufacture make-up products that are then sold in all countries where the brand is distributed. Lipstick ranges today each include about 30 shades and each brand offers several ranges with different effects of the make-up result. A couple of years ago, Chanel lipsticks provide 142 shades divided into several ranges: 34 classic lipsticks, 48 shiny lipsticks, 39 intense lipsticks and 21 matt lipsticks. It seemed to us worth looking too, at the 20 best-selling lipsticks by specific geographical area. So, the areas studied are not of comparable size because they are those where detailed sales figures are available. These areas are France, Italy, the UK, the USA, Asia and South America. The best sales per area are statistically analyzed to establish shade preferences in each of these areas. A Principal Components Analysis then made it possible to establish the geographical areas whose lipstick color choices are closest. A red satured, middle ligthness was unanimously preferred internationally. Italy and France were the two markets most representative in terms of lipstick shades.
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