• by Tanya Gazdik , October 17, 2019

Price is overwhelmingly the main driver for beauty and skincare purchases, but consumers are also making meaningful choices based on suitability, transparency, and inclusion, according to research.

While 66% of consumers still seek the in-store experience and prefer to buy beauty products at brick-and-mortar stores, advertising still plays a key role in the discovery process. Try before you buy is a key driver in purchasing decisions, with 58% of respondents sharing they are more likely to buy a new beauty product if they can test it first.

The research shows beauty buyers are hungry for information and representation, says Lauren Douglass, vice president, marketing, Teads.

“They want to know what they are buying works for them personally, and will research the products to understand what ingredients are in it and if it is best suited for their skin type, and not just because it works for a beauty influencer,” Douglass tells Marketing Daily. “As is often the trend today, the beauty buyer is seeking a personal experience.”

The quality of content matters when consumers are discovering new products, according to the report, commissioned by advertising platform Teads in partnership with Global Web Index. Video ads are key drivers in action, and the majority of consumers are receptive to technology like AR/VR in helping them on their path to purchase. 

Nearly 40% of all beauty consumers go directly to a brand’s website after seeing a beauty or skincare video ad. Millennials need to see how to use products and are more likely to discover beauty products via video tutorials.

Only 18% of consumers discover new beauty products through social media influencers, and only 7% of consumers’ beauty purchases are influenced by celebrity brands, and 5% by celebrity endorsements. 

When it comes to technology, 68% of beauty consumers are comfortable trying AR technology when considering making a purchase.

The research surveyed 4,500 women across eight countries, including 986 U.S. female internet users between the ages of 22-64 segmented across four key demographics: Millennials (ages 22-34), Gen X (35-55), High Income (top 25% in HH income), and “Savvy-ness” (those focused on researching and testing products). 

Suitability is a key driver; 68% of beauty/skin consumers say it's most important to know what's best suited for their skin type when making a purchase. And almost half (48%) of all beauty/skincare users say they choose beauty products which best allow them to express themselves.

Transparency also influences purchase decisions, with 50% of consumers indicating that ingredients are a top influencer when purchasing make-up or skincare products.

When it comes to inclusion, 37% of consumers feel under-represented in beauty advertisements, which is especially true for millennials (52%) vs. other ethnic groups and generations.