The findings additionally level to an inquisitive magnificence client who’s prepared to try to experiment with new magnificence merchandise, whereas additionally underlining that values stay extremely essential. Among the many most essential are these upheld by the clear magnificence motion, whereas vegan claims proceed to rise in recognition.
CosmeticsDesign-USA (CDU) spoke to Andrew Smith (AS), Vice President of Advertising, PowerReviews to search out out extra about how the survey was carried out and what all of the findings would possibly imply to magnificence trade producers and suppliers.
CDU: Are you able to present some background details about the wonder shopper survey, together with the methodology?
AS: The PowerReviews Well being and Magnificence Purchasing Traits in 2023 was carried out as the corporate acknowledged {that a} rising portion of magnificence spending is occurring on-line. Nonetheless, brick-and-mortar continues to thrive – for these companies that get it proper. Due to this evolution, advertising methods and techniques that had been efficient up to now might not minimize it for at present’s magnificence customers. As an alternative, magnificence manufacturers and retailers should adapt their methods to be omnichannel in nature and to draw, convert, and retain customers in a crowded market.
PowerReviews surveyed 26,340 US shoppers in Might 2023 to learn the way fashionable shoppers browse and purchase on-line – and the important thing components that affect their buy selections. This analysis is an replace of the survey report from the earlier yr: Assembly Magnificence Shopper Digital Expectations in a Submit-Pandemic World.
The survey included representatives throughout a number of generations, together with Gen Z (10%), Millennials (57%), Gen X (27%), and Child Boomers (6%), 79% of whom had been magnificence lovers, whereas 12% thought-about themselves to be model loyalists, 9% had been magnificence novices. Annual family incomes ranged from lower than $10,000 as much as $150,000 or greater, with a reasonably even cut up amongst these ranges:
CDU: What are the survey’s key takeaways?
AS: Yr-over-year, shoppers are spending extra on magnificence: 29% of shoppers say they spend over $200 per thirty days on magnificence merchandise. That quantity was 15% in 2022. Each on-line and in-store consumers are open to new potentialities: The most important portion of shoppers (35%) purchasing for magnificence merchandise on-line say 26 to 50% of their on-line magnificence purchases over the previous 12 months had been for merchandise they’d by no means tried earlier than. Over 3 in 10 (31%) say new merchandise account for 51% or extra of their on-line magnificence purchases from the previous yr.
The most important portion (40%) of in-store customers say 26 to 50% of their in-store magnificence purchases from the final yr had been magnificence merchandise they’ve by no means tried earlier than. Practically 3 in 10 (29%) say new-to-them merchandise made up greater than half of their in-store magnificence purchases in the latest 12-month interval. 37% of magnificence customers use Google search outcomes as a solution to study new magnificence merchandise they’ve by no means bought earlier than. And 29% belief these outcomes on the subject of making a purchase order determination.
Magnificence customers are guided by their values: 38% of customers say it’s essential {that a} magnificence model is Black-owned. 80% of shoppers say it’s at the least considerably essential to them that the product in query is “clear” – being sustainably made with pure substances. Whereas almost half (48%) say it’s essential {that a} magnificence product they’re contemplating is vegan.
On-line magnificence shopping for is rising: Customers are spending a bigger portion of their magnificence budgets on-line. This yr, over a 3rd (37%) of shoppers say they spend greater than $101 on-line on magnificence merchandise per thirty days versus 24% in 2022. However almost a 3rd (32%) of shoppers are spending greater than $100 in-store on magnificence merchandise every month. In 2022, 17% stated this was the case.
And, on the subject of what influences shoppers to buy magnificence merchandise, 88% of shoppers take into account scores and opinions when making a magnificence buy determination; 67% take into account photographs and movies from different customers. 70% of magnificence customers use this content material to study merchandise they’ve by no means bought earlier than.
Scores and opinions are the issue shoppers belief probably the most. 89% point out they belief scores and opinions on the subject of deciding whether or not or to not purchase magnificence merchandise.
CDU: How can the information outcomes from this survey be utilized by producers and suppliers to the cosmetics and private care product industries to higher perceive shoppers and enhance the purchasing expertise?
AS: Magnificence customers take into account many components when deciding whether or not or to not buy a magnificence product. However one issue rises to the highest: user-generated content material. 88% of shoppers take into account scores and opinions when making a magnificence buy determination; 67% take into account photographs and movies from different customers. In truth, user-generated content material is much more impactful than suggestions from household and mates as 63% of customers say that is one thing they take into account when deciding whether or not or to not purchase a magnificence product.
With regard to enhancing the purchasing expertise, Magnificence – maybe greater than every other product class – is extremely visible in nature. Seeing what a product appears like on others is vital to figuring out whether or not the product will match a consumer’s wants. Model-provided imagery is essential. However seeing a product being utilized by actual individuals in actual life is much more highly effective. So it’s not stunning that consumer-generated photographs and movies are the #2 consideration for magnificence customers.
Person-generated imagery is a crucial instrument for product discovery. Over half (53%) of customers say they flip to this content material to study magnificence merchandise they haven’t bought earlier than. As well as, 67% of shoppers belief user-generated imagery on the subject of making magnificence buy selections.
It is a two-part interview. Half two might be printed in tomorrow’s version of Cosmetics Design, and can concentrate on the significance of merchandise opinions and sampling.
