Consumers struggle to differentiate between budget and premium make-up

Research by Superdrug claims half of shoppers cannot tell the difference between premium products and value brands when applied to the face

Half of consumers cannot tell the difference between budget make-up brands and premium products when applied to the face, according to research by A.S. Watson.

The results were found by Superdrug and claim that 48% of those questioned said they could not tell the difference between one look costing £10 and another at £100.

The retailer revealed only 12% of shoppers could accurately pick out the premium products after application.

The two looks Superdrug created for its test used five products from both value brands and premium brands with the £10 face costing just £9.97, £90.53 cheaper than the premium face which amounted to £100.50.