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Beauty Online - UK - October 2017

“Slow growth is anticipated for the online beauty market as consumers still trust in the physical. Online trust can come through guiding shoppers via clear and helpful navigation, as well as positive ratings from real users. Shoppers are wary of product recommendations from famous influencers, and appreciate the ability to research products and prices with apps. Their interest in AR and VR (Augmented Reality and Virtual Reality) is low, so brands and retailers may want to partner with existing apps here to drive reach.”
– Alex Fisher, Senior Beauty Analyst

This Report looks at the following areas:

  • Lack of trust in influencers
  • Overinvesting in technology

Online beauty expenditure is estimated at £1.1 billion in 2017, with slow growth anticipated in future. Retailers with physical stores are more trusted online, especially in the face of lower disposable income. Building trust with consumers will come from guiding shoppers’ choices with clear navigation and helpful content, as well as positive reviews and ratings.

Shoppers are wary of product recommendations from famous influencers but still trust their expertise in beauty techniques. Educating consumers on these techniques may be the best opportunity for encouraging the use of beauty apps, alongside price comparisons. Interest in AR and VR (Augmented Reality and Virtual Reality) functionality is still fairly low, so partnering with existing apps may be a better way forward for brands and retailers in terms of consumer reach.

The online market is defined as all purchases where transactions are made through a retailer’s website, or through an auction site, rather than by other ordering methods, even if the product is viewed online prior to purchase.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Slow growth anticipated
              • Figure 1: Best- and worst-case forecast for online consumer expenditure on beauty products, 2012-22
            • A trusted source
              • Companies leapfrog consumer needs
                • Companies and brands
                  • Virtual retail companions
                    • Branded conversation
                      • Humans at the heart of it all
                        • The consumer
                          • Bricks and mortar build trust
                            • Figure 2: Online beauty retailers purchased from in the last 12 months, July 2017
                          • Hands-on experience
                            • Figure 3: Reasons for buying a new beauty product online, July 2017
                            • Figure 4: Reasons for choosing an online retailer to purchase from, July 2017
                          • Honest opinion
                            • Figure 5: Beauty activities done online in the last 3 months, July 2017
                          • Apps for simple needs
                            • Figure 6: Factors that would encourage smartphone/tablet owners to use a beauty app, July 2017
                          • Happy to help
                            • Figure 7: Attitudes towards beauty online, July 2017
                          • What we think
                          • Issues and Insights

                            • Lack of trust in influencers
                              • The facts
                                • The implications
                                  • Overinvesting in technology
                                    • The facts
                                      • The implications
                                      • The Market – What You Need to Know

                                        • Slow growth anticipated
                                          • A trusted source
                                            • Companies leapfrog consumer needs
                                            • Market Size and Forecast

                                              • Consumers spend with caution
                                                • Figure 8: Market size and forecast of online consumer expenditure on beauty products, 2012-22
                                              • Companies prepare for the future
                                                • Figure 9: Best- and worst-case forecast for online consumer expenditure on beauty products, 2012-22
                                              • Forecast methodology
                                              • Channels to Market

                                                • Credibility and range lead to growth
                                                  • Figure 10: Retailer shares of online sales of BPC products, 2015-17
                                                • Retailers as influencers
                                                • Market Drivers

                                                  • Going mobile
                                                    • Figure 11: Devices teens and tweens use, March 2017
                                                  • Visuals drive social media usage
                                                    • Figure 12: Frequency of social and media network usage, March 2017
                                                  • Advances in augmented reality and machine learning
                                                    • Figure 13: ROAR app, June 2017
                                                  • Disposable income suffers
                                                    • Figure 14: Changes in household finances, January 2015-May 2017
                                                • Companies and Brands – What You Need to Know

                                                  • Virtual retail companions
                                                    • Branded conversation
                                                      • Humans at the heart of it all
                                                      • Communication and Innovation

                                                        • Smartphone and tablet apps
                                                          • Custom creations
                                                            • Figure 15: bareMinerals Made-2-fit app and foundation, July 2017
                                                          • AR functionality
                                                            • Social media
                                                              • Influencers
                                                                • Online conversation
                                                                  • Further online activity
                                                                    • Investing in functionality
                                                                      • Figure 16: Snatch app, November 2016
                                                                    • Protecting brand values
                                                                    • The Consumer – What You Need to Know

                                                                      • Bricks and mortar build trust
                                                                        • Hands-on experience
                                                                          • Honest opinion
                                                                            • Apps for simple needs
                                                                              • Happy to help
                                                                              • Online Beauty Retail

                                                                                • Trust remains rooted in offline presence
                                                                                  • Figure 17: Online beauty retailers purchased from in the last 12 months, July 2017
                                                                                • Shopping around
                                                                                  • Figure 18: Number of online beauty channels purchased from in the last 12 months, July 2017
                                                                                • Younger Millennials still rely on in-store experience
                                                                                    • Figure 19: Online beauty retailers purchased from in the last 12 months amongst online shoppers, October 2015 and July 2017
                                                                                • Factors in Choice

                                                                                  • Listening to the crowd
                                                                                    • Figure 20: Reasons for buying a new beauty product online, July 2017
                                                                                  • Reputation is everything
                                                                                    • Figure 21: Reasons for choosing an online retailer to purchase from, July 2017
                                                                                  • Risking it all
                                                                                      • Figure 22: Reasons for choosing an online retailer to purchase from, by reasons for buying a new beauty product online, July 2017
                                                                                  • Beauty Activities Online

                                                                                    • The search for information
                                                                                      • Figure 23: Beauty activities done online in the last 3 months, July 2017
                                                                                    • Virtual versus reality
                                                                                      • Figure 24: Beauty activities done online in the last 3 months, by age, July 2017
                                                                                    • A lack of silver surfers
                                                                                    • Encouraging the Use of Beauty Apps

                                                                                      • On the download
                                                                                        • Engagement comes at a price
                                                                                          • Figure 25: Factors that would encourage smartphone/tablet owners to use a beauty app, July 2017
                                                                                        • Especially for you
                                                                                        • Attitudes towards Beauty Online

                                                                                          • Star power shows signs of dimming
                                                                                              • Figure 26: Attitudes towards beauty online, July 2017
                                                                                            • Retail therapy for older Millennials
                                                                                              • Figure 27: Attitudes towards beauty online (any agree), by age, July 2017
                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                              • Abbreviations
                                                                                                • Consumer research methodology
                                                                                                  • Figure 28: Image bank for beauty online collage exercise, July 2017
                                                                                                • Forecast methodology

                                                                                                Companies Covered

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                                                                                                Beauty Online - UK - October 2017

                                                                                                US $2,672.70 (Excl.Tax)