Research conducted through Global Web Index (GWI) in 2019 shows that price remains the main driver for purchases, and consumers want more action on eco and ethical issues from brands. Consumers are making choices based on three key things: sustainability, suitability, and inclusion. And they are embracing new technologies such as augmented reality and mobile apps to help them make those choices.
Sustainability:
- 43%, would pay more if the packaging was environmentally friendly.
- 67% think that packaging should be environmentally friendly.
- 56% would pay more if the products were made with natural/organic ingredients.
Advertising:
- 33% of UK beauty skincare users (and 43% worldwide) are influenced by beauty or skincare articles or advertising within the articles.
- 64% of beauty consumers take action after seeing a beauty/skincare video advertisement, such as searching for more information or visiting the brand’s website.
- Only 8% of UK beauty consumers discover new beauty/skincare products through social media influencers, compared with 17% around the world.
Technology:
- 24% think new tech can save them time, 15% save them money, and 17% believe that tech is less stressful than a face-to-face consultation—just 8% would prefer the in-person option.
- 43% of those polled use mobile apps for activities such as checking reviews (30%), adding filters for selfies (23%), and checking product/skin suitability (18%).
- 14% try on makeup virtually, rising to 26% for millennials.
- Augmented reality is the most highly considered new technology across all consumers, with 66% saying they would like to try this technology in the future, though 41% still have some questions.
Read the full story “Consumers are seeking out eco-friendly beauty brands: Exploring the rise of ‘conscious capitalism'” in Marketing Tech.
Photo: Good Soul Shop via Unsplash
