The Beauty Path to Purchase

Stores Play a Central Role, While Social’s Influence Is Still Emerging

Report by Sky Canaves  | UPDATED: Dec 16, 2024
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About This Report
Our primary research on US online beauty buyers shares insights into how consumers discover and purchase new beauty brands and products across channels.
Topics
Personal Care & Beauty
Retail Ecommerce Sales
Consumer Behavior
United States

Digital channels have redefined how beauty consumers discover and buy new products. Our exclusive research shows how the beauty path to purchase continues to evolve across physical stores and online. This deck will:

  • Share top insights from our November 2023 survey of US online beauty buyers, including how consumers discover new brands and products, what factors drive conversion, and where purchasing takes place.
  • Help readers understand the role of social media and social commerce in the beauty consumer journey.
  • Help brands and retailers meet the preferences of online beauty shoppers by generation.

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First Published on Jan 11, 2024

authors

Sky Canaves

Contributors

Matteo Ceurvels
Suzy Davidkhanian
VP, Content
Blake Droesch
Donte Gibson
Senior Charts Editor
Vladimir Hanzlik
Executive Editor and SVP, Content
Erika Huber
Director, Report Editing
Na Li
Director, Primary Research
Emma Noyes
Graphic Designer, Data Visualization
Jennifer Pearson
VP, Research
Matt Torpey
Senior Chart Editor
Ali Young
Senior Copy Editor