Online beauty purchases are appealing, under certain conditions

With this year’s lockdowns, consumers found themselves turning to online purchasing in recent months but they haven’t been buying with their eyes shut. Before going to the checkout with their virtual shopping cart, consumers look for certain guarantees including free samples, virtual try-on tools and personalized recommendations, as a new report by e-commerce platform Nosto showcases.
This survey was conducted among 2,000 British and American consumers aged between 16 and 35 [1], generations Y and Z indeed. The report shows that 44% of respondents bought more beauty and skincare products online than in store over the past six months, compared to the pre-lockdown period. However, 56% of total consumers (62% of female respondents) acknowledged turning to familiar products and brands rather than trying new ones when buying online.

“In an industry that prides itself on face-to-face interactions – from personalized consultations to in-store product sampling – the shift to digital experiences could signal growth challenges for Beauty and Skincare brands,” write the authors of the report.