Strategy Briefing

Skin Care Path to Purchase

34 pages, Oct 2018

US$1,325

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

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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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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.

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Introduction

Scope

Key findings

Path to Purchase: Scope and Objectives

Following consumers through their skin care path to purchase

Why explore the consumer purchase journey?

Engagement

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”

Opportunity

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

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

Selection

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

Purchase

Consumers will ultimately pay more for products that work

Investing more on healthy and preventative skin care

Conclusion

Why explore the consumer purchase journey?

Research Overview

Overview of Beauty Survey

Overview of beauty survey: product and brand coverage

Why buy this report?

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Megatrends

Strategy Briefing

Skin Care Path to Purchase

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Key Findings

Skin care path to purchase

Engagement: Digitally and holistically

Opportunity: Guidance and tailored solutions are key

Research: Everyone can become an expert

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

Purchase: Invest in efficacy and star products

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Path to Purchase: Scope and Objectives

Following consumers through their skin care path to purchase

Why explore the consumer purchase journey?

Engagement

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”

Opportunity

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

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

Selection

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

Purchase

Consumers will ultimately pay more for products that work

Investing more on healthy and preventative skin care

Conclusion

Why explore the consumer purchase journey?

Research Overview

Overview of Beauty Survey

Overview of beauty survey: product and brand coverage

Why buy this report?

Want to find out more about this report?

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