Skin Care Path to Purchase

October 2018

Euromonitor tracks consumers’ skin care purchase journey in detail to understand what impacts and influences consumer decision-making across all stages of the path to purchase. Results are based on responses to Euromonitor’s 2017 Beauty Survey, which includes 20,000 online consumers in 20 countries.

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Key Findings

Skin care path to purchase

Exploring the path to purchase model helps understand how the shopping journey can vary, not only by different consumer segment (eg, age, gender, geography, skin concerns), but also how the journey changes across different types of skin care products.

Engagement: Digitally and holistically

Informed consumers are beginning brand and retailer interactions far before they have a specific purchase in mind. Rising digital media/consumption and technology can be leveraged to engage and stay top of mind of tech-savvy consumers. Brands can better connect with consumers seeking intrinsic beauty with a holistic approach.

Opportunity: Guidance and tailored solutions are key

Consumers’ buying motives are governed by underlying skin care needs and concerns as they look for personalised solutions. While consumers are aware of their skin care needs, guided selling based on skin type, concerns, changing needs and wallets could be helpful in finding products tailored to their needs.

Research: Everyone can become an expert

Brands no longer have control over information available to consumers with rising influence and trust in user reviews and bloggers/vloggers. Transparent communication is the key to win the trust of informed consumers.

Selection: Quality, efficacy and ingredients are key in product selection

Skin care shoppers have high efficacy expectations. Brands can benefit by catering to these benefit expectations with potent products and ingredients. As physical traits and characteristics vary across consumers and are governed by genetic make-up, skin-deep personalised solutions could be the future in premium skin care.

Purchase: Invest in efficacy and star products

Ultimately, consumers will pay more for products that actually work for them and proven efficacy commands loyalty along with a premium price.


Key findings

Path to Purchase: Scope and Objectives

Following consumers through their skin care path to purchase
Why explore the consumer purchase journey?


Engaging today’s always-on, informed consumers
Personalised digital assistance: voice as the next frontier
Consumer engagement founded on emotions and values
Brands can better engage by targeting holistic aspects of “beauty”


Growing need to target consumers by their specific buying motives
Motives shift with age, opportunity lies in skin’s health maintenance
Opportunity lies in personalised and unbiased guided selling


Research has become the norm for mindful skin care consumers
Growing role of digital media in product research
Influencers no longer have to be “real” to impact purchases
Educate, decode and help interpret ingredients


Quality, ingredients and efficacy vie with price in final selection
Efficacy expectations from skin care products
Target efficacy expectations with skin-deep tailored solutions
Safer ingredients and ethical labels influence selection


Consumers will ultimately pay more for products that work
Investing more on healthy and preventative skin care


Why explore the consumer purchase journey?

Research Overview

Overview of Beauty Survey
Overview of beauty survey: product and brand coverage


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