This report analyses how consumers discover beauty and personal care (BPC) products online. Below, we provide the market segmentation, key topics covered, and offer handpicked insights from the report itself.
Report Definition and Market Segmentation
Online product discovery refers to how consumers discover and engage with new beauty and personal care brands and products online. Beauty and personal care are defined as cosmetics, haircare, and skincare/bodycare. For more detailed information about specific beauty segments, refer to specific report titles in Mintel’s Beauty and Personal Care reports library.
Key Topics Covered
- Sources used to learn about new BPC products.
- Frequency of online research of BPC products prior to purchase and procurement method.
- Resources used when researching BPC items online.
- Attributes researched when shopping for BPC products.
- Attitudes and behaviors toward BPC on social media.
- Interest in technology to learn about BPC products.
- Attitudes toward shopping for BPC products.
Online BPC Product Discovery — Consumer Fast Facts
- Online research is common before purchase of BPC products: Of consumers who’ve purchased BPC products in the past 12 months, 87% conducted online research.
- Gen Z’s outsized use of social media as a source of product discovery indicates potential: While brands might consider high follower counts or popular influencers as necessary in partnerships, influencers with fewer followers actually glean stronger trust among younger users.
- Most consumers (85%) generally take the time to look through the comments about a product they’re researching online. It’s therefore important that companies and brands take a proactive approach to monitoring comments and addressing negative issues that may arise.
For a thorough, data-backed analysis of how consumers discover BPC products online and strategies to respond effectively, buy the full report.
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Expert Analysis
Leading BPC analyst Carson Kitzmiller delivers in-depth expert insight with this report.
The BPC category evokes a strong sense of enjoyment among users, creating a highly receptive platform for new product discovery, especially in digital spaces.
Carson Kitzmiller
Senior Analyst, Beauty & Personal Care
Collapse All
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- Key issues covered in this Report
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Executive Summary
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The Market
- Market context
- Market drivers
- Graph 1: BPC product purchases, 2023
- Graph 2: BPC product purchases, by gender, 2023
- Graph 3: BPC product purchases, by generation, 2023
- Graph 4: Consumer Sentiment Index, 2007-2023
- Graph 5: Consumer Price Index change from previous period, 2007-2023
- Graph 6: online BPC product research (NET*), by generation, 2023
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Competitive Strategies & Market opportunities
- Graph 7: select attitudes toward shopping for BPC products, by gender, 2023
- Graph 8: discovery drivers – recommendations and reviews, 2023
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Consumer Insights
- Consumer fast facts
- Sources of discovery
- Graph 9: sources of discovery, 2023
- Graph 10: sources of discovery, by generation, 2023
- Graph 11: sources of discovery, by race and ethnicity, 2023
- Online research
- Graph 12: online research (NET), 2023
- Graph 13: online research (NET), by generation, 2023
- Graph 14: online BPC product research, by race and ethnicity, 2023
- Graph 15: online discovery and procurement, 2023
- Graph 16: discovery and procurement, by generation, 2023
- Research resources
- Graph 17: research resources, 2023
- Graph 18: research resources, by gender, 2023
- Graph 19: research resources, by generation, 2023
- Graph 20: research resources, by race and ethnicity, 2023
- Discovery drivers
- Graph 21: discovery drivers, 2023
- Graph 22: discovery drivers, by gender, 2023
- Graph 23: discovery drivers, by generation, 2023
- Attitudes toward social media
- Graph 24: attitudes toward social media, 2023
- Graph 25: select attitudes toward social media, by generation, 2023
- Graph 26: attitudes toward BPC on TikTok, by generation, 2023
- Graph 27: attitudes toward BPC on social media, by race/ethnicity, 2023
- Technology enables discovery
- Graph 28: technology enables discovery, 2023
- Graph 29: technology enables discovery, by generation, 2023
- Attitudes toward shopping for BPC
- Graph 30: BPC sampling behavior, by age, 2023
- Graph 31: select attitudes toward shopping for BPC products, 2023
- Graph 32: "I only buy beauty/personal care products online for replenishment purposes (ie for products I've already tried and liked)" – NET – any agree, by gender, by generation, 2023
- Graph 33: attitudes toward shopping for BPC products, by generation, 2023
- Graph 34: "I want the ability to buy products featured in live stream videos", by gender, by age, 2023
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Appendix
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