Unpacking Summer Beauty: What Shoppers Revealed
Let’s take a look at what our Beauty Buddies have to say on the subject.
Summer brings more than just longer days and sun-drenched getaways — it fundamentally shifts how people care for their skin, hair, and body. Warmer weather increases oil production, UV exposure leads to dryness and damage, and consumers begin to swap their rich creams for gel textures, or heavy foundations for breathable tints. There’s a surge in demand for:
Lighter, sweat-proof formulas
SPF-infused products
Frizz control and scalp care
Fresh, vibrant, or minimal makeup looks
At Beauty Buddy, we dive into the minds of beauty shoppers every week through our community-driven surveys. With summer around the corner, we asked our users how their routines change when the temperature rises — and the results offer a clear signal to brands looking to stay relevant this season.
☀️Skincare Reigns Supreme: The Ultimate Summer Priority
Where Beauty Fans Focus Their Summer Prep?
When it comes to summer preparation, skincare is the undisputed champion. Our survey revealed that a staggering 74% of participants prioritise skincare, specifically focusing on sun protection and hydration.
This highlights a critical opportunity for brands to emphasize their SPF-infused products, hydrating serums, and lightweight moisturisers.
Facial Sun Protection: What People Rely On
Furthermore, 45% of respondents primarily rely on dedicated facial sunscreen with SPF 30+, showcasing a strong demand for specialised sun protection.
🧴Body Prep: Smooth Skin
As wardrobes shift to lighter clothing, body care becomes a key focus 35% of our users prioritise hair removal (e.g., shaving, waxing) for summer readiness, closely followed by 33% who focus on regular exfoliation and moisturising.
This indicates a strong consumer base for body care products that enhance skin smoothness and hydration, as well as hair removal solutions. Self-tanning products also see considerable interest, with 19% of users embracing them for a bronzed look.
💄Makeup's Summer Evolution: Less is More
The heat often prompts a shift in makeup routines, and our survey confirms a trend towards lighter formulas.
A significant 45% of users switch to lighter foundation, BB, or CC creams, while 26% reduce the amount of makeup they wear overall.
This insight suggests a strong demand for lightweight, breathable, and multi-functional makeup products that offer coverage without feeling heavy in the summer heat.
💇♀️Haircare's Arch Nemesis: The Frizz Factor
Summer humidity brings a familiar foe: frizz.
Our data confirms this, with 40% of beauty buddies citing frizz and humidity control as their biggest haircare concern. This statistic underscores the significant market for anti-frizz serums, humidity-blocking sprays, and nourishing hair treatments that can combat the effects of summer weather. Brands offering solutions for dryness and dullness also have a substantial market, as 22% of users face these issues.
🍋Fragrance Finesse: The Scent of Summer
Summer often brings a change in fragrance preferences. A notable 46% of respondents switch to fresher or citrusy scents for the season, with an additional 36% rotating between a few favourites.
This highlights the opportunity for brands to introduce seasonal fragrance collections that capture the essence of summer, catering to the desire for lighter, more uplifting aromas.
🧴The Indispensable Summer Essential: High SPF Sunscreen
When asked about their go-to summer beauty essential, high SPF sunscreen emerged as the undisputed champion, chosen by an overwhelming 64% of users.
This statistic reinforces the non-negotiable status of sun protection in consumers' summer beauty arsenals.
Brands must ensure their sunscreens are not only effective but also user-friendly and appealing for daily wear. Hydrating facial mist also came in as a distant second at 18%, showing the need for refreshing and hydrating products.
🧠 Inspiration Hotspot: Social Media Dominates Beauty Ideas
Understanding where consumers get their beauty inspiration is crucial for effective marketing. Our survey found that 75% of users primarily turn to social media platforms like Instagram, TikTok, and Pinterest for their summer beauty ideas. This statistic cannot be overstated: for brands aiming to drive interest and engagement, a robust and visually appealing social media presence is paramount. Leveraging platforms where user-generated content thrives can be particularly effective.
These insights offer a compelling snapshot of the evolving beauty landscape during summer. Understanding these consumer shifts is vital for brands looking to stay relevant and capture market share.
At The Beauty Buddy, we empower brands to leverage these insights through our specialized services:
CGC Campaigns: Drive authentic brand interest and gather valuable consumer-generated content by getting your products into the hands of real users who are actively seeking solutions for their summer beauty needs.
Perception Trials: Understand how your products are truly perceived by consumers in real-world scenarios, gaining insights into their efficacy, appeal, and overall impact during the crucial summer season.
Market Research: Dive deeper into consumer preferences and emerging trends with our tailored market research capabilities, providing you with actionable data to inform your product development and marketing strategies.
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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