This survey was conducted among 2,000 British and American consumers aged between 16 and 35 , generations Y and Z indeed. The report shows that 44% of respondents bought more beauty and skincare products online than in store over the past six months, compared to the pre-lockdown period. However, 56% of total consumers (62% of female respondents) acknowledged turning to familiar products and brands rather than trying new ones when buying online.
"In an industry that prides itself on face-to-face interactions - from personalized consultations to in-store product sampling - the shift to digital experiences could signal growth challenges for Beauty and Skincare brands," write the authors of the report.
Transparency and guarantees
Indeed, before choosing the perfect shade for their skin tone, buying the cream that best suits their needs, or making sure that a serum is effective, consumers look for more guarantee and advice and need reassurance.
The e-commerce shopping experience totally is different from the in-store experience.
The report shows that a vast majority of consumers (74%) are more likely to buy online when the website includes customer reviews, which is often the case. Female buyers are even more likely to consult customer opinions (80%) than men.
When physical stores closed due to pandemic restrictions, brands and retailers therefore have had to be even more inventive, to make their e-shops more attractive and allow consumers to shop with confidence.
There are many factors that can convince internet users to click buy. For instance, receiving free samples of the product to try before purchasing it motivates 72% of respondents; 66% of those surveyed are likely to buy if the site personalizes product recommendations based on the client’s searches. The use of virtual reality or artificial intelligence tools that let shoppers ’try-on’ a product also encourages 45% of users surveyed.
The brand’s ethical profile matters
While the covid-19 pandemic encouraged consumers to go digital, it has also made consumers think about how they consume. In the past few months, many studies have shown increasing interest in sustainable and ethical products in every sector. The Nosto report shows that the words "clean" (68%) and "cruelty free" (65%) drive online sales. However, the term "vegan" applied to skincare spurs sales to a lesser extent (41%).