6/21/13
More than eight in 10 women (83%) say they head straight to the store when they need to buy beauty products, but the majority (63%) does at least some beauty research online, according to The Integer Group and M/A/R/C Research. Search engines are the most widely used online tools for beauty-related research (43%), followed by retailer websites (31%). One in five use magazine websites (21%) and social media (20%) to find beauty information, while 17% read beauty blogs.
Women consider online research about beauty products to be entertaining and tend to read about beauty products and techniques on an ongoing basis, rather than as preparation for a specific shopping trip.
They are more brand-loyal for products they consider “essential,” such as skincare and foundation, than for those they consider nice to have but not necessary, such as lipstick and hair color. Most color cosmetics are considered nonessential, and women are more willing to explore new items and brands when purchasing these products.
Free samples (70%), in-store coupons (45%), and sales (40%) are the marketing techniques most likely to encourage women to try new beauty products.
Source: “The Checkout: Beauty Edition,” Issue 2, 2013, The Integer Group and M/A/R/C Research. The Integer Group, Craig Elston, SVP Insight & Strategy, 7245 W. Alaska Dr., Lakewood, CO 80226; 303-393-3000; celston@integer.com; www.integer.com. M/A/R/C Research, Randy Wahl, EVP Advanced Analytics, 1660 N. Westridge Cir., Irving, TX 75038; 972-983-0400; randy.wahl@MARCresearch.com; www.MARCresearch.com. Price: Available online at no charge.
© 2013 Business Valuation Resources, LLC (BVR). May not be reproduced without written consent of publisher.