Beauty Buying Behavior: Decoded

Is retail therapy over? We share insights from the Beauty industry relevant for all marketers driving their omnichannel strategy.

The author(s)

  • Kristy Click Senior Vice President, US
  • Reena Roy Senior Vice President, US, Mystery Shopping
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The coronavirus limbo of the past year has led to a shift in buying behavior, with some beauty brands pivoting to meet dynamic changes in consumer buying preferences and buying behaviors. But are these behaviors here to stay?

Historically, we have had the leisure of retail therapy where we can escape, explore and experience the delight of browsing store aisles, touching and trying on products to find that perfect shade or coveted beauty product that can bring a jolt of joy. However, recent research shows six-in-ten consumers remain concerned about the perceived risk of shopping at retail stores. This has led to explosive growth in Beauty eCommerce sales.

Download our paper for insights into how customers’ expectations for e-commerce have evolved, and how to make sure you’re living up to them. Expect to learn more about impacting behavior change dimensions: Motivation, Ability, Processing, Physical and Social.

 

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The author(s)

  • Kristy Click Senior Vice President, US
  • Reena Roy Senior Vice President, US, Mystery Shopping

Customer Experience