Consumers are buying beauty and skincare products driven by their pricing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 18, 2019, 11:57 AM GMT+0

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.

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