Beauty Supply Shoppers Relying on Mobile and Video During Research, Purchase

Beauty brands have a chance to find new customers and increase loyalty if they build their online presence. The Digital Beauty Study from Google/​Millward Brown  reveals that beauty product makeupshoppers rely on online video and mobile devices as they consider various skincare and makeup options. Consumers often engage in multiple research sessions, giving marketers several opportunities to sway opinions and ultimately increase sales.

Consumers typically purchase beauty products to replenish their supplies (58%). These consumers can be convinced to try a new product (27%), especially if there is a promotional offer (36%). For most beauty product shoppers, the following criteria determine selection:

  • Price 77%
  • Quality 75%
  • Brand 59%

About half of beauty product consumers are open to different brands when they begin their online research. In fact, these shoppers pay attention to both online and offline ads. Shoppers say the most helpful online ads in this category are mobile (72%), online video (70%) and email (68%).  In terms of traditional ads, consumers give the highest scores to billboards (60%), newspapers (60%) and TV (58%). About 55% of those who see a beauty supply ad on their smartphones look up the advertiser. The same holds true for 37% of those who see an ad in the newspaper.

It’s the convenience of online research and mobile shopping that makes a difference though. Before the purchasing is done, these consumers turn to online resources to check:

  • Product specs 67%
  • Prices 65%
  • Reviews 51%
  • Further research after seeing an ad 41%

Marketers have an opportunity to make a sale via mobile devices in this category as well. 66% of mobile purchases in this category are made because the shoppers found a good deal and 48% did so because they enjoy shopping on the go. Beauty shoppers are relying on mobile video (64%) and they especially like product feature videos (48%) and how-​to videos (37%).

They’re using paid search to find these brands with 60% using search on YouTube to find videos. In general, these consumers visit the following kinds of sites to find beauty product videos:

  • YouTube 50%
  • Brand websites 32%
  • Beauty store websites 24%

If you're working with beauty product marketers, remind them to increase their online visibility with video and paid search.


Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.