Deep Dive

How Consumers’ Values Influence Their Beauty Purchases

There are a number of obvious factors consumers consider when shopping for beauty products – including price, feedback from other shoppers, and marketing efforts – among others. We explore some of these factors in detail here. 

But increasingly, shoppers also seek out brands with values that align with theirs. According to recent Harris Poll research, 82% of consumers want a brand’s values to align with their own.