Snapchat has printed a brand new report on evolving discovery behaviors within the magnificence business, and the way the most recent technological traits are altering the best way that folks store for magnificence merchandise.
Based mostly on a survey of 9,000 individuals, carried out in partnership with WPP and Ipsos, Snapchat has recognized 5 key traits of observe amongst magnificence customers, which might influence your advertising and marketing and outreach methods, via extra knowledgeable understanding of what fashionable customers are searching for on this respect.
First off, the info reveals that regardless of financial pressures, magnificence customers are nonetheless extremely energetic in trying to find new merchandise.
As per Snapchat:
“Whereas 65% of magnificence consumers admit to ready for promotions or presents earlier than making a purchase order, an enormous 67% have tried new magnificence merchandise within the final 12 months, and 66% are open to exploring new and rising traits. This means a robust want for indulgence and self-care, even in a deal-driven surroundings.”
On a Snapchat-specific observe, Snap customers are 1.3x extra possible than non-users to strive new traits, and are 1.5x extra more likely to store premium magnificence manufacturers.
The platform’s younger, prosperous viewers presents a primary alternative on this respect, which is price factoring into any magnificence model’s evaluation.
The information additionally reveals that whereas most magnificence customers are model loyal, and stick to the merchandise that work finest for them, Snapchat customers are virtually 2x extra more likely to be open to making an attempt new choices.
The report additionally appears on the rising curiosity in high quality and moral concerns in magnificence merchandise, and how that may sway buy exercise:
The information additionally reveals that customers are more and more utilizing new know-how, like AI, to help of their shopping for course of:
“Expertise can also be taking part in a big function in figuring out which merchandise to purchase, with 40% of magnificence consumers participating with tech-driven traits comparable to shopping for merchandise based mostly on AI suggestions. Notably, each day Snapchatters are 2.4x extra possible to make use of tech of their private care buy journey than non-Snapchatters.”
Social platforms are additionally driving buy exercise, with 9 in 10 customers indicating that social media influences their magnificence or private care journey.
Whereas informative, immersive content material, together with AR experiences, can also be serving to to drive curiosity:
Lastly, the info additionally appears at buy influences, and the way completely different components play a job within the course of:
“Family and friends are central to the acquisition journey, with 93% of shoppers stating their inside circle influences not less than one level of their magnificence/private care purchases. This extends to social conversations, the place each day Snapchatters are 1.6x extra more likely to chat with family and friends about magnificence purchases by way of social platforms. Past private connections, creators maintain appreciable sway, particularly these perceived as specialists and displaying product critiques.”
These are some essential concerns for magnificence entrepreneurs, highlighting the important thing concerns that go into the fashionable discovery and buy course of.
The information additionally reveals that Snapchat can play a key function in elevating consciousness, and boosting adoption amongst youthful audiences, which might be one other ingredient to issue into your planning.
You’ll be able to try Snapchat’s full magnificence business report right here.
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