NEW YORK — Beauty retailing in the U.S. is evolving as consumers increasingly turn to technology throughout their shopping trips.
New research from Mintel reveals that 45% of beauty consumers prefer to search for product post in-store on their mobile device pretty compared to ask for advice from a sales associate. What’s more, two in 5 (39%) consumers are interested in using, or have actually used, a store-given tablet to research beauty products available.
“Smartphones and tablets are playing an increasingly pivotal role in the beauty retail experience. Brands must assume that their audience has actually a connected device at their fingertips at all times and must look to leverage behavioral research in order to much better understand as quickly as and exactly how consumers are using these devices,” said Diana Smith, Senior Research Analyst, Retail & Apparel at Mintel. “The beauty category is ripe for an explosion of technology-steered innovation – it’s a enjoyable category where personalization, individualism and experimentation meet and flourish. A fantastic example of this is connected stores which enable consumers to shop exactly how they go for while giving them unique methods to try out products on their own prior to buying, regardless of a salesperson’s availability.”
This reason for digital comes as 16% of consumers decide to shop where sales associates will certainly leave them alone until sought out for help. Lots of consumers are promptly becoming dependent on digital advice in nearly all aspects of the beauty retailing experience, along with much more compared to one third (36%) agreeing that they would certainly be interested in using in-store tablets or their own mobile device to pay for beauty products. Mintel research likewise reveals that smartphones are the favorite device used to purchase cosmetics (22%), the only category surveyed in which consumers were most most likely to shop via smartphone.
Consumers are turning to technology as a cost-saving measure as well, along with three in 5 (58%) interested in mobile apps that give beauty product offers to redeem in-store. Coupon redemption is popular among beauty retail shoppers as nearly half (47%) have actually redeemed coupons using their smartphone or tablet as quickly as purchasing products in-store or online. Further, 54% of beauty retail shoppers are interested in apps that enable them to compare prices.
The beauty market’s heaviest buyers, those that made 11 or much more purchases in the 12 months ending October 2015, are the most most likely to engage on social media along with seven in 10 (69%) saying they love to share their product experience on retailers’ social media channels, double that of consumers overall (35%). What’s more, 71% say social media posts encourage them to buy particular products.
Mintel research reveals that the majority of beauty retail purchases are, in fact, planned along with three in 5 (63%) consumers buying items to replace/replenish products they regularly use. Planned experimentation along with Brand-new beauty products is not uncommon as 30% of consumers venture out along with the intent of attempting something new. However, spontaneity is likewise popular among beauty retail shoppers: half (52%) are influenced to make a purchase that is most most likely unplanned, along with one in 5 (22%) influenced by a sale or the opportunity to use a coupon. An additional 14% of beauty retail shoppers report unplanned purchases resulting from advertisements.
When deciding exactly how and where to spend their your hard earned cash on beauty products, Americans have actually adopted a “high/low” buying strategy. Mintel research reveals there is an increased likelihood of consumers purchasing much less risky products (e.g., shampoo, physique wash) at mass retailers, while greater risk items (e.g., fragrances, makeup) are increasingly most likely to be bought at department stores and specialty retailers.
“The beauty category’s heaviest purchasers not only turn to the internet and, much more specifically social media, for inspiration, yet they likewise are influential to others offered their increased interest and knowledge of beauty items and brands. Brands must look to capitalize on these influential consumer advocates by giving them a voice and providing rewards for their endorsements. Taking in to consideration the truth that Lots of consumers strategy their beauty purchases – whether to replace regularly used items or experiment along with Brand-new ones – positive feedback from heavy users on social platforms could encourage potential buyers to move forward along with a purchase,” added Smith.
Overall, the category is seeing stable growth in the US, reaching total sales of $46.2 billion in 2015, representing 4.1% growth from 2013. This is projected to continue, along with Mintel estimating gains of 12% from 2015-2020. Color cosmetics remains the leading segment of the beauty category, representing 21.8% of the market. From 2013-2015, every segment in the category saw sales gains except for nail color and care, which saw its market share lose 3% while Mintel research shows that sales of lip cosmetics increased 3.6%, due largely to the recent popularity of bold, bright lip colors and product options.
“The nail color and care segment has actually suffered side effects as a result of consumer trends in recent years. Namely, the hot beauty trend has actually shifted from nails to lips, resulting in a stable boost in sales of facial and lip care products. Despite women becoming much less engaged in at-residence nail care, not all chance is lost for the segment, as this dip in sales is reflective of the cyclical nature of beauty products and trends and is not expected to be enduring,” concluded Smith.
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