Price determines where 87% of consumers buy cosmetic and grooming products, says Harris Poll
The poll, conducted just a few months ago among some 2,000+ adults living in the US, found that 30% of people shopping for cosmetics prefer to do so in store because “they like to have an associate show how to use a cosmetic product.” And, in-store is preferred when it comes to buying a product for the first time. 66% of survey respondents said they were more likely to make these purchases in brick-and-mortar shops rather than online
What in-store doesn’t provide that online retail commonly does is instant access to consumer reviews. The new Harris Poll data shows that 57% of beauty and grooming product shoppers like that feature.
Where they shop
Hair care and sun care products sell very well in conventional retail locations, according to the poll. 91% of consumers buy shampoo, conditioner, and hair styling products in person. 87% of shoppers buy sunscreen in store. And 89% of shoppers buy multifunction products with SPF in store, reports Harris Poll.
The data also indicates that 90% of cosmetics are purchased in store, with 23% of those sales happening in specialty beauty shops.
Who you ask
Data from different sources commonly differs. This year’s TABS study found that only 20% of shoppers like the in-store beauty advisor experience.
And another recent industry data report focuses on buyer motivation rather than location and suggests that consumer engagement through tech, regardless of touchpoint, may be key: “In-store, online, wearable, and mobile technologies all offer potentially powerful tools to engage, educate, and orient today’s beauty consumer,” says Shannon Romanowski of Mintel, reflecting on one of the firm’s 2016 reports.
