The Current State of Beauty Products Shopping

Key Findings:

  • 46% of American women had purchased beauty supplies in the past 60 days.
  • 65% of those who had made a home goods purchase in the past 60 days also bought beauty products recently.
  • 51% of those who had made an apparel purchase in the past 60 days also bought beauty products recently.
  • 77% of beauty shoppers buy in person.

Are Americans Buying Beauty Products?

Understanding Beauty Product Purchase Behavior

Key Takeaways For Beauty Brands

  • Be hyperfocused on audiences: As our data indicates, the vast majority of Americans are not making beauty purchases. Instead of wasting media budget on a “spray and pray” campaign, beauty brands are much better not only targeting women but specifically targeting more affluent women who are also actively buying home goods.
  • Provide a holistic buying journey: While the bulk of shoppers are unsurprisingly heading into stores, a significant cohort are also utilizing digital channels. Ignore these online shoppers at your own peril! Beauty brands are best served when they provide customers with a variety of choices that suit their various needs.
  • Reach consumers where they are: Even though customers may not always shop via apps, mobile is still a great tool for product discovery. In 2022, eMarketer predicts that Americans will spend more time with mobile than with any other single media source. Considering that adults in the U.S. devote so much of their day to their mobile screens, it makes sense to target and message to mobile-first audiences.

--

--

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
InMobi

InMobi

Matthew Kaplan is the Content Marketing Manager at InMobi (www.inmobi.com)