Independent Digital Media

PRIMPED Vision

• "The go-to for the how-to in beauty" - The epicentre for innovation, trends and communication for all things in the beauty category.

PRIMPED Values

• Innovative, Clever, Modern, Honest

PRIMPED Promise

• we are experts in the category of beauty
• we dispense credible advice and information
• we support women in their quest to Look Good and Feel Good
• we are the source for trends and developments in the beauty category
• we've got the best beauty advice you've never heard

In a user survey* completed in February 2009, PRIMPED users admitted to purchasing more than 50 new beauty products every 12 months, researching 92% of them online first.

Key Findings:

• Essential Information Source:
  • 72% of PRIMPED users read ratings and reviews for products online
  • 29% of PRIMPED users say they've purchased a product after seeing it advertised on PRIMPED
  • 65% of PRIMPED users research makeup online before buying it
  • 64% of PRIMPED users research skincare online before buying it

• Driver of In-Store Traffic:
  • 92% of PRIMPED users research an item online before they buy it in-store
  • 90% research beauty products before they buy it in-store

• Driver of Online Shopping:
  • 92% of PRIMPED users have shopped online
  • 71% have bought beauty products online

• Committed to Beauty:
  • PRIMPED users buy an average of 50 new beauty products per year

• Addicted to Primped:
  • 41% of PRIMPED users cite PRIMPED as their only online beauty resource

* Primped.com.au conducted a user survey over a 2-week period from January 28 to February 11, 2009. 713 respondents, 97% female.