Teads surveyed 4,500 women across eight countries.
This article cites a study by Teads which found that price is the key element driving beauty and skincare purchases. Other factors include suitability, transparency and inclusion.
66% of consumers still prefer to purchase products at brick-and-mortar stores, while 58% of respondents are likely to test the product before buying. About 40% of all beauty consumers directly go to a brand’s website after seeing a beauty or skincare product video ad.
The study revealed that for 68% of respondents, suitability is an important factor with them wanting to know what’s best suited for their skin type while purchasing. Additionally, 37% of consumers said that they feel “under-represented” in beauty advertisements.
[4 minute read]