Many women care about their appearance and how they are visually perceived in situations from child-birth to fitness to work environments.

This new area in cosmetics aims to benefit women in all of these evolving circumstances.
Please read through the following studies which take a look into various areas in which GMU could be a new-found tool for a wide consumer spectrum.

Leaders At Work
A new makeup study from Dundee, Scotland’s Abertay University suggests that women who go without makeup are seen as "better leaders" than those who paint their features heavily.
The results of this makeup study revealed that both male and female participants perceived the women with "social night out" look (100 percent makeover) as having poorer leadership skills than those who were fresh-faced. In comparison, the women who had some makeup applied to their faces (50 percent makeover) were perceived as being better leaders than their fresh-faced counterparts. "Regardless of the participant’s sex or ethnicity, makeup used for a social night out had a negative effect on perceptions of women’s leadership ability," the makeup study, conducted by researchers Esther James and Shauny Jenkins and led by Dr. Christopher Watkins, reads. But the study also suggests that "a subtle enhancement in facial coloration via makeup may have positive effects on how women are evaluated within the business environment."
Finding: Regardless of sex, people perceived women with a semi-natural look as better leaders. This may indicate future trends in the workplace. Having a semi-natural cosmetic base to enhance features, which also acts as a time-saving device, may be a viable, standard go-to for corporate women.

Skin Health
The health of our skin is a major concern - especially in acne prone individuals, which tends to be prevalent in a younger demographic. In a survey, carried out by online retailer Escentual.com, more girls than ever are starting to wear make-up from the age of 11 - three years younger than it was a decade ago. GMU is not looking to market to individuals this young, however this study does show cause for concern as it is at this age where skin problems can begin to become present especially due to changing hormones. So what does this mean for the health of people’s skin who are either at the age where acne is heavily present, or for those that have general acne/skin problems? Can makeup cause acne? The answer is yes. 45% of women in a recent Brazilian study had dermatoses (skin disease) associated with the cosmetics they were using and 14% had active skin lesions due to cosmetics. Cosmetic-induced acne is so widespread that it has its own name, acne cosmetica.
Finding: In this area, GMU could have a two-fold effect, primarily to benefit the health of our skin by providing an alternative for which consumers would not have to wear heavy makeup on a daily basis - thus allowing their skin to breath and live in a more natural state. Secondly it may empower younger girls to leave purchasing and wearing heavy makeup till later in their teens - which would also be a positive from the viewpoint of mothers and women alike, as found in the same study (Escentual.com), 89% of women would prefer young girls to wait until they’re 14 to use foundation, and at least 13-and-a-half to use eye makeup. Mothers and girls alike may find an alignment in their wishes by purchasing GMU rather than heavier make-up products. - Again this younger consumer isn’t a market which will be targeted, however is a demographic which may be inclined to purchase.

Radio Interviews - Real World Women
A radio station (ZM Radio, May 2nd 2019) interviewed women from New Zealand, asking when they were hassled for wearing makeup in situations which didn’t require it. One woman, Shannon, said that she worked the night shift at a hospital and felt like she had to, joking that she didn’t want to get mistaken for a patient, and said that she can look “quite ill” when she wasn’t wearing makeup. She also said it also made her feel like her best self. Another caller, said she wore makeup during extreme sports, so that when she removed her helmet, she could “impress the boys” that were competing against her. They then went on to discuss the reality of that situation and how under a helmet, makeup often melts, your hair gets stuck to your face and that it probably wouldn’t have actually done her much justice. Next a txt message in about scuba-diving and how it had similar results to the the previous caller, she was left with much of her makeup stuck/adhered to the scuba mask. Lastly a lady messaged in and talked about going into labor with a full face of makeup applied for that exact event, which had comical results as she said it had all been for nothing, what with photos of her with mascara and foundation unfortunately a mess and all over her face by the end of it.
Finding: Women from all areas and environments (regardless of their reasons) want to feel and look good - having reliable assistance in that area from a trusted brand has yet to be established - which is leading to the misuse of products and causes unsatisfactory and sometimes embarrassing results.

Money
A new study looked at the buying habits of 3,000 women to determine how much money is spent on our faces alone and the number is staggering. The U.S. company Skin Store found that on average, women will spend approximately $300,000 on makeup in their life time. Buzzfeed has reported a break-down of the numbers, which display varied results depending on which state a woman lives in. Montana spends the least on makeup, averaging $3.50 per day, with Utah ($4.50) and Colorado ($5) a close second and third. New York, Connecticut and West Virginia are at the top end with an average $11 spent on makeup daily.
Finding: If we break those numbers down, the average spent on makeup is $6 per day, or $2,190 per annum. If women spend one, or two days without ‘makeup’ per week, and instead factored GMU into their makeup budget, they would save $625. As the GMU product would only need to be applied every week or two, GMU could be used as a money saving device for women with limited funds.

Time
The same study from Skin Store, also looked at the amount of time women spend on makeup application. The average was seven minutes, with women in New York spending 21 minutes on their faces.
Finding: A New Yorker in this scenario, by not applying make-up even one day of the week, would would save 127hours per year.

I Woke Up Like This
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Family & Marathons
Now this isn’t exactly a statistic, however while talking with a family member, who is naturally quite beautiful and dose not wear much makeup, she mentioned that when she competes in marathons, she will in fact wear eye-liner, even if it unfortunately gets smudged, all because of that finish-line photo. She mentioned that she noticed many other women would wear much more than a simple stroke of eyeliner. She went on to say that within her running group, women would often wear a full face of makeup to train in. Further more when going to the gym she noticed many women following the same trend, wearing a fair amount of makeup to work out on a daily basis.

Cosmetify Study - Labor
A study from Cosmetify revealed that 64% (2/3’s) of women aged 18 to 31 get beauty treatments before going into labor. They also re-apply their make up during the labour itself.
Finding: A durable cosmetic product, which can be applied days before going into labor will help to relive anxiety around a time-sensitive event.

To Makeup Or Not To Makeup
According to researchers, a third of women wear make-up every time they go out – even if they’re only shopping for groceries. Six out of ten wouldn’t consider going to work without it – and almost half of all women say they prefer wearing cosmetics than going bare-faced. For some, it’s no different even when they’re at home. One in ten of those polled admitted they would never let their partner see them without makeup on. Sara Wolverson, of Superdrug, which carried out the study, said: “The thought of people seeing them without (makeup) can be horrifying. We know that when it comes to cutting back, cosmetics are seen as an essential” - “Wearing and buying cosmetics is not about vanity. It’s about giving a woman confidence to succeed in every area of their life” she added.
So why not give women the opportunity to feel more confident and comfortable in their own skin. Even if it is simply so that they are able to feel satisfied and content enough around their partners with a “no-make up” look.

Quick Findings:
- GMU has the potential to be marketed towards women who require a cosmetic product which will withstand stressful environments such as:
Extreme sports, Labor, Multi-day festivals,
- GMU could be used as a go-to for corporate leaders who require a time-saving semi-natural look.
- (Although not marketed towards) GMU may be a money-saving product for strict budgets due to the longevity of the wear.
- Cosmetic-induced acne (acne cosmetica) could be reduced by the use of GMU due to its less frequent application and light-weight formulation.