This report provides comprehensive and current information and analysis of the US Online Product Discovery: Beauty and Personal Care market including US Online Product Discovery: Beauty and Personal Care market size, anticipated market forecast, relevant market segmentation, and industry trends for the Online Product Discovery: Beauty and Personal Care market in the US.
Consumers have a tendency to buy what is familiar to them; that said, over two thirds of consumers are open to buying new beauty and personal care products (66%) and brands (63%). COVID-19 has forced consumers to pivot to ecommerce and adopt digital shopping behaviors, creating a major behavior shift that will stick beyond the pandemic. Consumers are getting used to the convenience and infinite possibilities they can find in the digital world. As a result, brands and retailers must look to bring the streamlined elements of discovery and exploration from the in-person shopping experience to the digital world.
56% of beauty shoppers find it is not as easy to discover new brands and products online as it is in-store. This highlights the opportunities for improvement brands and retailers have to better appeal to the evolving and modern consumer. By leveraging technology at its fullest, brands and retailers would be better prepared to cater to consumers and at the forefront of digital retail.
There are major shifts in how consumers shop for beauty and personal care resulting from combined effects of the COVID-19 pandemic. The direct impact to consumers’ health and finances together with limited activities outside of home have led consumers to adjust beauty routines. Essential products that support consumers’ self-care are thriving while occasion-based categories (makeup, fragrances) are being challenged to recover their pre-pandemic growth. The economic uncertainty steaming from the pandemic has driven consumers to be more cautious with their money. As a result, affordable beauty and personal care products are getting their attention. Yet, they are not making purchasing decisions on a whim; consumers are doing research to not compromise product functionality.
There is also a shift to shop more online, driven by initial nonessential retailers’ closures and prolonged concerns about exploring and shopping in stores. This shift highlights the importance of strong digital strategies that allow discovery, exploration, and transactions online.
Read on to discover more about the US Online Product Discovery: Beauty and Personal Care consumer market, read our Beauty Retailing – US – 2021 report, or take a look at our other Beauty and Personal Care Market research reports.
Brands include: Macy’s, LOUM Beauty, Philosophy, Benefit, Rare Beauty, Addison Rae, The Quality Edit, Farmacy, Meri, and Sol de Janeiro, Marc Jacobs, Coty, Florence by Mills, Bubble, K18 Hair, Summer Fridays, Flamingo, Sephora, Harry’s, Colour Pop, Byrdie, Amazon, CeraVe, Root to End, e.l.f, Laura Mercier, Colorism, Credo Beauty, Pattern Beauty, RadSwan.
This report, written by Marisa Ortega, a leading analyst in the Retail and eCommerce sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
How consumers discover and engage with new products continues to evolve. Digital channels and tools have become essential to the modern consumer journey. Moving forward, curated content and product assortments, together with features that offer ease and control will be critical in driving discovery for beauty and personal care products online.
Marisa Ortega
Retail and eCommerce Analyst
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