Decoding Beauty Enthusiast Shopping Habits: A Roadmap for Brands and Partners
Let’s take a look at what our Beauty Buddies have to say on the subject.
The beauty industry is constantly evolving, driven by dynamic consumer preferences and ever-changing trends. Understanding the core shopping habits of beauty enthusiasts is no longer a luxury, but a necessity for brands and partners aiming to connect effectively and thrive. From how purchases are planned to what ultimately drives loyalty and discovery, these insights provide a strategic lens into the modern beauty consumer. Here, we unveil the most impactful findings from a recent survey, offering a concise roadmap for your brand's success.
Purchase Planning: A Mix of Browse & Essentials
How do beauty enthusiasts plan their purchases? The data shows a diverse approach:
40% browse and shop as they go, highlighting the need for discoverability.
26% make lists of essentials, emphasizing consistent product availability.
12% shop on impulse, while 17% wait for sales, showing diverse planning.
While browsing and essential list-making dominate, don't underestimate the impact of impulse buys and the appeal of strategic sales.
New Brand Triggers: Experience & Social Go Viral
What motivates beauty enthusiasts to step outside their comfort zone and try a new brand?
38% try new brands through free samples or in-store experiences.
32% are influenced by viral TikTok/Instagram content.
15% trust influencer reviews, and 11% rely on friend/family recommendations.
Invest in experiential marketing and cultivate a strong presence on social media platforms, especially TikTok and Instagram.
Top Priority: Performance & Results Reign Supreme
When it comes to buying a beauty product, what truly matters most to the consumer?
A commanding 60% prioritise performance and results above all else.
13% value how well a product suits their skin/hair type.
Affordable pricing is important to 10%, but takes a back seat to efficacy.
Loyalty Dynamics: Mostly Explorers, Some Loyalists
How loyal are beauty enthusiasts to their beloved brands? It's a nuanced picture:
39% switch between brands often, highlighting a desire for novelty.
36% are mostly loyal but explore occasionally.
Only 13% consistently repurchase from their go-to brands.
Discovery Dominance: Social Media is King
How do beauty enthusiasts discover new products? The answer is clear:
55% discover new products via social media (TikTok, Instagram).
24% use beauty review platforms.
15% rely on influencer/creator content for discovery.
Prioritise your social media strategy. This is where the majority of new product discoveries are happening.
Preferred Channels: Online Multi-Brand Lead
Where do beauty enthusiasts prefer to shop for their products?
48% shop at online multi-brand beauty retailers.
23% still prefer physical beauty-specific stores.
18% buy directly from brand websites.
Inspiration: Reviews & Tutorials Spark Desire
When do beauty enthusiasts feel most compelled to shop?
34% are inspired by glowing reviews or transformations.
21% are motivated by tutorials or GRWM (Get Ready With Me) content.
18% shop when they run out of a product.
Leverage authentic reviews, before-and-after content, and engaging tutorials to inspire purchases.
Value Perception: Results Justify the Price
How do beauty enthusiasts decide if a product is worth the money?
An overwhelming 72% decide a product's worth based on its results and performance.
16% consider value for money (price vs. size/usage).
Influential Content: Real Users & Transformations Win
What kind of content most influences shopping decisions?
45% are influenced by reviews from real users.
34% find before-and-after videos highly impactful.
11% look for ingredient breakdowns or science-led posts.
The insights from our "Influence of Influencers" survey confirm that beauty influencers are not just a marketing channel; they are an integral part of the consumer journey.
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.
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