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.
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.
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.
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.
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.
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.
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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