×
6 656
Fashion Jobs
LA MER
Executive Director, Global Ecommerce, la Mer Online
Permanent · New York
L.L.BEAN INC.
cs Performance Support Consultant And Analyst
Permanent · Portland
NORDSTROM INC
Data Analyst 2 - Finance Data & Reporting
Permanent · Washington
COTY
Logistics Manager
Permanent · Cockeysville
L BRANDS
Procurement Buyer - Information Technology
Permanent · Columbus
NORDSTROM INC
Business Intelligence Analyst - Merchandise Operations
Permanent · Seattle
NORDSTROM INC
District Loss Prevention Manager, ny
Permanent · New York
L BRANDS
Asset Protection Officer, Morse rd (2nd Shift 3pm - 11pm)
Permanent · Columbus
BATH & BODY WORKS
sr. Manager, Carrier Strategy
Permanent · Columbus
L BRANDS
Asset Protection Officer, Morse Crossing - 3rd Shift (11pm-7am)
Permanent · Columbus
VICTORIA'S SECRET
Brand Operations Manager-Coconut Point
Permanent · Estero
BATH & BODY WORKS
District Manager - Bath & Body Works - North Austin - Austin, tx
Permanent · Waco
VICTORIA'S SECRET
Brand Operations Manager-Valley West
Permanent · West Des Moines
L BRANDS
Asset Protection Officer, Broad st -1st Shift 7am-3pm
Permanent · Reynoldsburg
L BRANDS
Asset Protection Officer, New York City
Permanent · New York
BATH & BODY WORKS
Senior HR Generalist - Home Office
Permanent · Reynoldsburg
VICTORIA'S SECRET
Brand Operations Manager-White Marsh
Permanent · Baltimore
VICTORIA'S SECRET
Asset Protection Investigator, Victoria's Secret (Southland Mall - Hayward, ca)
Permanent · Sacramento
PINK
Brand Operations Manager-Solano
Permanent · Fairfield
VICTORIA'S SECRET
Product Owner
Permanent · Reynoldsburg
ESTÉE LAUDER COMPANIES
Manager, Creative Operations, Creative Content Hub, North America
Permanent · New York
ESTÉE LAUDER
Director, Ecommerce, North America - dr.Jart+
Permanent · New York
Published
Nov 24, 2020
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Beauty shoppers turn online but stick with what they know - report

Published
Nov 24, 2020

Consumers may be buying more beauty products online, but they’re less experimental when they do so and tend to stick to what they know.


Beauty shoppers tend to play it safe when buying online - Image: Public domain



That’s according to a new report from AI-powered commerce experience platform Nosto and research specialist Censuswide. 

They spoke to 2,000 Gen Z and Millennial consumers in the UK and US and said that 44% of beauty shoppers in a survey have bought more beauty and skincare products online over the last six months. That’s an unsurprising figure given multiple temporary store closures and many consumers being unwilling to venture out. 

But at the same time as their purchases are increasing, 56% of consumers (or 62% among female shoppers) tend to stick with brands or products they’ve bought before.

It seems beauty shoppers are being ultra-cautious and don’t want to risk buying the wrong thing. Other findings support that view. For instance, 74% of shoppers overall and 80% of female shoppers are more likely to buy beauty and skincare products from an online store that has reviews throughout the website, and 72% from an online store that sends free ‘try before you buy’ samples as many online retailers have been doing since the pandemic hit.

That sampling approach could be the key to getting consumers to try new brands or products more often.

Virtual try-on facilities could also be important and 45% of respondents said the ability to try out products first in this way would make them more likely to buy from an e-commerce store.

Consumers appear to be open to personalisation too. Some 66% said they’re more likely to buy from sites that use technology that “recommend new or relevant products to me that are similar to what I am shopping for”. Additionally, 63% are more likely to buy from sites that “remember my shopping preferences and customise the online experience accordingly”. Meanwhile, 58% seem to be very open to online quiz-like experiences to recommend the right products to fit their unique needs and would be more likely to buy from an e-store that offers this.

Importantly too, a massive 68% agreed that when shopping online, they’re very or somewhat likely to buy beauty and skincare products that use ‘clean ingredients’. Some 65% say the same for products advertised with ‘cruelty-free testing’. But only 41% said they were very or somewhat likely to buy beauty and skincare products described as vegan. It seems that the increased ethical stance consumers are taking to the fashion industry post-pandemic is being repeated in the beauty sector.

“With lockdowns and continuing concerns over Covid-19 likely to lead to the continued shutdown or restrictions of physical retail, beauty and cosmetics retailers face a huge opportunity online – despite challenges around encouraging shoppers to try out new brands and products,” said Jake Chatt, Head of Brand Marketing at Nosto.

Copyright © 2021 FashionNetwork.com All rights reserved.