Read: 2108
Industry: Retl
Author: Laurnie Wilson
Eml: [email protected]
Published Date: October 30, 2018
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In the vibrant landscape of consumer products, beauty stands as a monumental sector with an estimated $445 billion in sales annually. Beauty brands are on a quest to capture market share by reaching out to potential customers through diverse platforms. To gn deeper insights into consumer behavior, CivicScience conducted a study involving 1,121 American women and their cosmetic purchasing patterns.
CivicScience polled participants about where they have most recently acquired cosmetics and makeup in the past six months. The findings revealed that big box stores such as Target or Walmart attracted 21 of consumers with their assortment and comparison capabilities across multiple brands. Beauty-specific retlers accounting for brand preferences followed closely behind at 17, while drugstores captured an audience at 15. These locations emphasize convenience by offering a comprehensive selection.
However, the less conventional routes like purchasing through a singular beauty brand's website may require additional effort compared to mnstream platforms favored by U.S. women in their makeup eavors.
With convenience as the driving force behind consumer choice and the fact that many women combine different brands into their makeup routines, it comes as no surprise that most US women opt for big box stores due to perceived quality of products. Specifically, 64 of consumers who select this route highly value product quality. A similar sentiment 63 is observed among those choosing beauty-specific stores.
Price sensitivity seems more inclined towards shoppers at the big box store category, while brand loyalists are typically found within beauty-specific stores or department stores.
Notably, cosmetic purchasing behaviors vary by life stage and location. Younger Millennials prefer beauty-specific stores like Sephora or Ulta for their makeup purchases compared to older Baby Boomers who often frequent department store makeup counters. Gen X-ers and older Millennials are most likely to shop on a beauty brand’s website.
It's important to consider that while these locations offer different experiences, cosmetics avlable may differ too. Younger women seeking brand-name products might prefer the in-depth exploration offered by beauty-specific stores over a department store counter experience where interaction is limited. Conversely, websites remove interaction entirely from the equation.
The data also suggests that makeup use and brand loyalty evolve with life stage. The youngest group of respondents, those aged 18-24 years old, exhibit the least brand loyalty and are most likely to skip applying makeup altogether.
Moreover, life stage influences the emphasis placed on brand reliability. As women in this age bracket navigate career development, identity formation during adulthood and family setting up, makeup serves a significant role. However, as individuals progress through later life stages, appearance fades into less importance.
Income levels play a significant role as well, with low-income earners favoring big box stores or drugstores for convenience and affordability reasons. In contrast, middle-income earners t to show high brand loyalty in suburban areas while city dwellers are more inclined toward mixing brands or choosing not to use makeup at all.
In the 2018 retl environment, beauty brands must leverage data-driven approaches that prioritize accessibility by offering convenient and affordable products. To succeed, brands should clearly identify their target demographic and tlor their strategies around price points, sales channels, and other aspects of accessibility based on consumer needs.
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**: This document is a synthesized representation of the original information provided, modified for clarity and coherence. The final output may not perfectly align with the original source due to translation and adaptation efforts.
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AI driven Beauty Industry Analysis Retail Trends for Makeup Shoppers Consumer Preferences in Cosmetic Purchasing Big Box Stores Attraction to Beauty Consumers Online vs Brick and Mortar Beauty Experiences Generational Makeup Usage and Loyalty Patterns