Most consumers prefer buying beauty products on broader retail sites

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 10, 2021, 3:54 PM UTC

More than a quarter out of 1,000 surveyed women customers will buy more products online than they did before the pandemic.

About 39% of respondents prefer buying from broader retailer sites, followed by beauty-specific retailer websites (18%) and brand websites (12%). 52% of the respondents prefer more expansive retailer sites owing to better offers.

Better prices (49%), the ability to buy all required products at the same time (46%) and loyalty rewards (35%) are other reasons to purchase from broader sites. 54% of women purchase beauty products online, even before the pandemic. Today, more than a quarter of the respondents say they will buy more products online than they did before the pandemic.

85% of women consumers between 18 and 24 years of age said social media influences their purchase decisions. Of all platforms, 58% of respondents say Instagram is most impactful, followed by TikTok (50%) and YouTube (49%).

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