YouGov data reveals strong preference for celebrity-owned beauty brands among urban Indian consumers

Consumers are more likely to say they trust influencers over celebrities for product recommendations as 38% trust influencers against 27% for celebrities

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YouGov data reveals strong preference for celebrity-owned beauty brands among urban Indian consumers

Latest data from YouGov shows that celebrity beauty brands are popular among people and more than three in five urban Indian consumers (62%) say they have ever tried a beauty brand (skin, hair, nail, or makeup) owned by a celebrity.

Among the various generations, millennials were most likely to say they have ever tried celebrity beauty brands (69%).

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22% consumers said they trust celebrities with beauty brand endorsements, while 28% trust them with advocacy of beauty brands owned by them. However, a large proportion (45%) does not trust them with any kind of beauty endorsements- for self-owned or other brands.

The data shows that consumers seem divided on their opinion of a celebrity’s influence on their purchase decision. A third say they are more likely to buy from a beauty brand endorsed by a celebrity (32%), and another third disagree with this view (33%). But when a brand is owned by a celebrity, they are more likely than unlikely to buy it.

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Interestingly, when it comes to comparison with influencers, consumers are more likely to say they trust influencers over celebrities for product recommendations (38% vs 27%). However, when the comparison is with Hollywood celebrities, urban Indians are more likely to trust Indian celebrities.

Among those who have tried celebrity-owned beauty brands, 27% claim they have had a bad experience but 45% have not. The high price of products was the biggest reason for a sour experience with celeb brands (68%), followed by poor quality products (38%) and misleading information or false claims (28%).

When it comes to awareness of celebrities that own beauty brands, Deepika Padukone leads the table, with over a third of urban Indians (34%) saying they are aware of her owning a beauty brand.

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Katrina Kaif and Priyanka Chopra follow in second (at 32%) and third (30%).

On the trust barometer, Katrina Kaif comes on top, with almost a quarter saying they trust her (23%). Deepika Padukone is a close second (at 22%). One in five trust Hritik Roshan (20%), and just as many (19%) claim they trust Priyanka Chopra.

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Deepika Padukone Katrina Kaif YouGov data Celebrity-owned beauty brands Celebrity beauty brands Urban Indian consumer Beauty brand endorsements Priyanka Chopra
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