GutCheck conducted an online quantitative survey to understand how women define "natural" and "premium" in the context of foundation and to determine the key differentiators of natural foundation. The study found that women who prefer premium foundation tend to be older, with higher income and education levels, and live in urban areas. They also tend to wear foundation more frequently and have higher brand loyalty. On the other hand, women who prefer natural foundation tend to be younger, with lower income and education levels, and live in suburban or rural areas. They are more likely to be interested in the ingredients used in the foundation and are more likely to switch brands if they find a better alternative. The study also found that cost is a significant barrier to purchasing natural foundation for many women.
