October 2019
Featured in this insight: IT & telecommunications, Retail
Almost two-thirds of UK beauty consumers take action after viewing an online beauty or skincare ad: A global poll of female internet users has found that 64% of UK consumers take action after viewing a beauty video or post online. This might include seeking out further information on the brand's website or searching out more product information via other online sources. The research found that video adverts were a key driver when it comes to consumers taking action.
The poll of 4,487 beauty and skincare users worldwide found that in the UK (where 528 respondents were polled) a third (33%) said they were influenced by online articles – significantly less than the global figure of 43%.
It also found that while 17% of global consumers found out about beauty products and skincare via online 'influencers', just 8% of UK beauty consumers said the same.
Shopping in-store was still the preferred method of making beauty purchases, according to the findings, however, consumers are increasingly discovering new brands and products through online advertising and technology.
Emerging trends
The research revealed an increase in the number of consumers who were attracted to eco-friendly and sustainable products, with 36% seeing themselves as 'eco-conscious'.
More than four in ten (43%) beauty consumers globally said that they would happily pay a higher price for eco-friendly and sustainable make-up and skincare products.
It also found that more than half the respondents polled (56%) were able to appreciate the value in them being open to new technologies such as Augmented Reality (AR), virtual advisors or chatbots.
When it comes to AR, specifically, nearly seven in ten respondents (68%) said they would like to try it, however a third admitted to still feeling a little apprehensive.
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