Amazon: Where All Of Your Beauty Dreams Come True
March 12, 2019
(Industry Intelligence Inc.)
– Amazon is taking the world. The beauty world anyway.
According to a recent Stella Rising Glimmer report 71% of Americans say that Amazon is their top destination to purchase beauty products. In addition to craving convenience — being able to shop any time of the day or night (61%), and ability to find better prices online than in stores (50%) — beauty product purchasers are using digital destinations such as Amazon because it offers an end-to-end beauty shopping experience.
The survey finds, for example, that 65% of beauty shoppers use Amazon to search for their specific brand of beauty products, while 63% use Amazon to search for a category of beauty products such as makeup. In addition, 25% of respondents say they use the navigation bar to find their preferred brand and product.
"Digital destinations, especially Amazon, have changed the beauty experience for consumers," said Andrea Van Dam, CEO of Stella Rising. "In addition to a wide variety of products and the convenience of services such as free shipping, consumers place a high value on the product reviews and the ability to easily and quickly comparison shop on these sites."
Other findings from the survey include:
Seventy-five percent state they read product reviews, 60% read product descriptions and 44% look at product pictures and visit various sites to comparison shop.
Forty-one percent are planning to spend more on beauty products this year compared to last year. Fifty percent are expected to spend roughly the same, with only 10% expected to spend less.
Among those planning to spend more 72% are trying to use a wider variety of products, and 60% are using beauty products more often.
Social media is the top source for learning about new beauty and personal care products (67%), followed by friends and family (50%), in-store browsing (48%) and online reviews (46%).
Friends and family (46%) remain the most trusted source for learning about new beauty and personal care products, followed by social media (42%) and online reviews (38%).
Mobile devices (84%) are the most favored for researching beauty products, followed by desktop/computer (51%) and iPad/tablets (37%).
Forty-eight percent of beauty consumers research and buy on the same website, with 42% research and buying on different websites. Sixty percent of beauty consumers buy products on another website that offers lower shipping costs.
Nevin Barich is the Food and Beverage Analyst for Industry Intelligence, which can help YOU better address your own industry challenges. We invite you to come take a look at our service. Call us today at 310-553-0008 and we’ll schedule you for a 15-minute demo.