Your Beauty Shelf: What Stays, What Goes? Unpacking Consumer Habits
Let’s take a look at what our Beauty Buddies have to say on the subject.
In the vibrant beauty industry, understanding consumer behaviour extends far beyond the initial purchase. For beauty brands, the real challenge, and indeed the greatest opportunity, lies in comprehending what makes a product a true staple in a consumer's routine. This blog post delves into the fascinating world of post-purchase beauty habits, exploring how products earn their coveted spot on the shelf, what leads to their discard, and the emotional connections that keep consumers coming back. By analysing recent survey data, we uncover key insights into product longevity, decluttering patterns, and the subtle influences that transform a new buy into a long-term favourite. These findings offer actionable intelligence to help your brand not just sell products, but build lasting relationships with your audience.
Here are the key insights into how beauty products earn their place and what ultimately determines their fate on the shelf:
The Product Hoard: How Many Is Too Many?
One of the first questions we sought to answer was about the sheer volume of beauty products consumers have in rotation. The results indicate a significant collection for many:
5 to 10 products is the most common, with 37%
11 to 20 products follows at 22%
Lost count ranks third at 20%
Over 20 products is the case for 10%
Fewer than 5 applies to 7%
Rotate seasonally or by occasion accounts for 3%
Where Beauty Lives
Where do these cherished products reside? The majority prefer their most accessible spaces:
Drawers or makeup organizers top the list at 34%
Vanity or shelf is next with 19%
Designated beauty space follows at 14%
Bathroom cabinet houses products for 12%
Most-used out, rest in storage applies to 11%
Multiple bags or boxes round it out at 9%
The Keepers: What Makes a Product "Front Row"?
What earns a product a "front row" spot on your shelf (aka daily use)?
Proven results lead the way at 47%
Multi-use or quick to apply comes next at 22%
Gentle enough for daily use matters for 13%
Fits with the rest of my routine influences 11%
Trusted brand or product earns 6%
Looks or scent had 0% impact
The Farewell Factor: When Products Don't Make the Cut
Even the most promising products can fall out of favor. So, what happens when a product is no longer used or liked?
Most pass them on – 54% give them to friends or family
16% repurpose them for other uses (e.g., body instead of face)
Another 16% store them “just in case”
7% try again later or mix with other products
6% throw them away if they don’t work
0% recycle or return them
The Declutter Dilemma: How Often Do We Tidy Up?
Decluttering the beauty shelf isn't a frequent affair for everyone:
Every 2–3 months is the most common at 36%
Once or twice a year follows with 29%
Every month – 12%
Only if it expires or smells off – 11%
When they run out of space – 10%
Rarely clear anything out – 2%
The Power of Aesthetics: Repurchase Decisions
Does a product's appearance influence repurchase decisions? The answer is a resounding yes for a notable portion of consumers:
Yes – I love visually pleasing products leads at 30%
Only if it also performs well – 25%
Occasionally – it adds to the vibe – 14%
Function over form always – 20%
Considered it, but didn’t – 4%
Don’t think about aesthetics at all – 6%
Staying Accountable: Tracking Product Lifecycles
Keeping tabs on product usage and expiry dates can be challenging:
Mentally track when opened – 34%
Rely on expiration or PAO symbols – 18%
Use until finished without tracking – 15%
Mark or label packaging – 12%
Replace when bored or run out – 11%
Only notice when texture or smell changes – 10%
The Ghost of Products Past: Missing What's Gone
Sometimes, decluttering brings regret. Have consumers ever missed a product so much they repurchased it after decluttering?
Yes – realized they liked it more than they thought – 31%
Yes – it felt like something was missing – 20%
Repurchased, but not for that reason – 25%
No – if it’s gone, it’s gone – 19%
Avoid clutter, so careful about re-buying – 4%
To find out more about how Beauty Buddy can help your brand with fresh, authentic content every month, reach out we would love the opportunity to find out more about your brand and your goals.
Are you keen to gather valuable feedback and insights directly from your target audience? Don't hesitate to reach out to us today to discuss the exciting possibilities of running targeted surveys. Let us help you achieve your goals!
We understand the importance of knowing your target audience. Do you make assumptions about your consumers, their preferences, opinions and needs? Understanding your consumers is key to ensuring your business decisions are well-informed and effective.
AT PXBB we run targeted survey campaigns, through Beauty Buddy the app, for our clients. Surveys provide answers, generate fresh data and insights, they substantiate assumptions and also help identify new trends.
More blogs…
