Consumers in the US make meaningful purchase choices based on suitability, transparency and inclusion
In a world of “social influencers,” what actually influences beauty consumers? Hint: it isn’t actually social influencers at all. It’s much more personal.
We partnered with Global Web Index (GWI) to examine the buying behavior, advertising influence and the role of technology for consumers purchasing skincare and beauty products.
Globally, the study revealed that while in-store purchases still dominate, the role of advertising and technology is crucial in product discovery. Among several key trends globally, Teads and GWI found that quality of content matters when consumers are discovering new products, video ads are key drivers in action, and the majority of consumers are receptive to technology like AR/VR in helping beauty consumers on their path to purchase.
We also broke the data down in the US, specifically and by examining 986 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). The study found that price was overwhelmingly the main driver for purchases, however consumers are making meaningful choices based on three things: suitability, transparency, and inclusion.
Some of the key findings included the following:
- 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
- Suitability is paramount for consumers. 68% of beauty/skin consumers say its most important to know what is best suited for their skin type when making a purchase
- Transparency also influences purchase decision with 50% of consumers agree 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
- 48% of all beauty/skincare users agree that they choose beauty products which best allow them to express themselves
- 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
- When it comes to technology, 68% of beauty consumers are comfortable trying augmented reality technology when considering making a purchase
- Findings show that nearly 40% of all beauty consumers go directly to the brand’s website after seeing a beauty / skincare video ad
- Millennials need to see how to use products and are more likely to discover beauty products via video tutorials (143 index)
- Interestingly, 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
Bertrand Quesada, Co-Founder and CEO, Teads, said: “When it comes to research, marketers often think about gleaning insights from search or social but consumers aren’t always in the frame of mind to discover new products in those environments. We focus on empowering our advertisers with opportunities to reach consumers in context – when they are most open to learning or discovering something new. We are thrilled to offer our beauty marketers new data to create even more impactful and meaningful experiences with consumers so they can optimize creatives for their audiences and more efficiently drive consumers through the path to purchase.”
For more information on Teads Beauty Insights, download the report here.
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