"To create a seamless experience for beauty shoppers, brands and retailers must bridge the gap across channels and personalize the experience with relevant options to facilitate decision-making."
Marisa Ortega, Analyst - Retail & eCommerce
The consumer journey in the beauty and personal care sector is a complex process shaped by a mix of emotional, social and practical drivers. This journey is dynamic, with various touchpoints across channels influencing purchasing decisions. For example, nearly one third of consumers aged 18-34 now use AI platforms to find reliable information about beauty and personal care, compared to just 17% to overall consumers. This shifting behavior opens up a new channel for marketers to connect with potential customers.
Beyond technology, economic conditions also play a crucial role in the shopping journey. Price comparison is a standard step for consumers to decide what to buy. With the current high cost of living and economic uncertainty, shoppers are frequently trading both up and down. This behavior underscores the importance of strategic pricing, product comparison tools and focusing on customer retention as a more reliable strategy than acquisition.
To succeed, brands must address consumer pain points and optimize every stage of the journey. By building trust and enhancing satisfaction, they can foster long-term loyalty. A commitment to authenticity, personalization and a seamless journey will not only encourage consumers to choose a brand or retailer but also to become its advocate.
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