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Beauty Brand Loyalist Snapshot

Beauty brand loyalists mostly stick to the products and brands they know and love. But they’re also open to new-to-them products – under the right circumstances.

Here’s a snapshot of how beauty brand loyalists are shopping online and in-store – and the key factors that impact their purchase behavior.

Beauty Budgets for Beauty Brand Loyalists

Despite the uncertain economy, many beauty brand loyalists continue to purchase beauty products each month. 

Overall Monthly Beauty Spending (Online + In-Store)
Roughly how much money do you spend on beauty products TOTAL per month?
$0
0.25%
$1-$50
37%
$51-$100
34%
$101-$200
19.5%
$201-$500
8.25%
$500+
1%

Beauty Brand Loyalists’ Openness to New Products

Beauty brand loyalists are, by definition, loyal to their beloved brands. However, many are willing to give new products a try, too. 

of brand loyalists are at least somewhat likely to buy a new-to-them beauty product in the same transaction as a habitual product.
0 %
Top Ways Brand Loyalists Learn About Products They’ve Never Purchased Before
Customer Ratings and Reviews
64%
Recommendations from friends/family
47%
Customer photos and videos
42%
Results on Google and similar search engines
34%
Instagram
27%
Tiktok
27%
Search results on retail sites (e.g. Amazon.com or Ulta.com)
27%

Top Purchase Considerations for Beauty Brand Loyalists

Beauty brand loyalists consider many things when making purchase decisions. But there’s one factor that stands above the rest: customer ratings and reviews. 

Top Factors When Deciding Whether to Buy a Beauty Product
Customer Ratings and Reviews
84%
Recommendations from friends/family
60%
Customer photos and videos
56%
In-store recommendations from store specialists
28%
Search results on retail sites (e.g. Amazon.com or Ulta.com)
26%
Results on Google and similar search engines
26%
Instagram
21%

Brand Loyalists’ Dependence on Reviews

Beauty brand loyalists depend on ratings and reviews to make informed purchase decisions – whether they’re shopping online or in-store. 

How Often Beauty Brand Loyalists Read Reviews
When Shopping Online
When Shopping In-Store
How Beauty Brand Loyalists Want to Access Reviews In-Store
On the brand or retailer website on my phone
54%
Through the app
38%
On in-store displays
32%
Phone notifications when entering the store
7%

The Role of Other Types of UGC in the Purchase Journey of Beauty Brand Loyalists

Beauty brand loyalists often turn to other types of user-generated content – including questions and answers (Q&A) and photos and videos – to make smart purchase decisions.

How Often Brand Loyalists Read Q&A
How Often Brand Loyalists Seek Out Visual Content

How Beauty Brand Loyalists’ Values Impact Their Purchase Decisions

Increasingly, beauty brand loyalists seek out brands and products that align with their unique values. 

feel it’s important that a beauty product is “clean.”
0 %
think it’s important that a beauty product is vegan.
0 %
feel it’s important that a beauty brand is Black-owned.
0 %
This research is taken from Health and Beauty Shopping Trends in 2023, a survey of 26,340 US consumers fielded in May 2023.

Check out the survey hub for further insights.
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