Consumer shopping habits are fascinating and ever changing. As a brand it is important to understand where and how they are shopping and what is influencing their decisions to optimise your sales and ensure you are a step ahead of your competitors. Omnipresence is the prevailing opportunity – as they can now shop anywhere, anytime and there are so many more opportunities for them to bag their desirable purchases at the most cost-effective prices. Trends are an influence on purchasing decisions – from SPF in skincare, to how to maintain healthy, beautiful hair, not to mention the wellness habits circulating the industry, it’s no surprise that consumers constantly adapt their preferences to keep up with the latest and greatest innovations in the industry. It goes without saying that Gen – Z’s and millennials use social media and technology daily, and their drive to purchase is based on recommendations or reviews from the brand directly, influencers or sites like TrustPilot with the strength of reviews having a greater influence on whether they buy before they try.
So, what is exactly driving the beauty consumer….? Let’s take a look
Surprisingly good dupes
The rise of dupes, along with companies specialising in more economical alternatives to high-end products, is not only driving increased consumer spending but also encouraging exploration of diverse products and brands. This trend marks the initiation of a potential new consumer journey: commencing with the purchase of a dupe and subsequently progressing through various price points towards the highest— and authentic—option for the product. From brands like Revolution that are bringing us Olaplex and Charlotte Tilbury dupes, it’s silly not to try entry priced point products. And let’s not forget Aldi which tends to bring us our favourite Jo Malone and Tom Ford dupes to the supermarket floors with pocket friendly pricing. All the more reason to buy into these and see how good they actually are.
Social media savvy
It goes without saying that Generation Z and millennials are deeply embedded in the digital world. They make purchasing decisions based on digital interactions, such as social media recommendations, online reviews, and influencer endorsements. Platforms like Instagram, TikTok, and YouTube are pivotal in shaping shopping behaviours. Influencers and beauty gurus on these platforms have the power to sway their followers’ purchasing decisions with their reviews and recommendations.
Ecommerce giants
In the realm of ecommerce, a few giants have consistently stood out as consumer favourites, particularly in the beauty sector. Names like Amazon, Beauty Bay, and Look Fantastic have become go-to destinations for beauty enthusiasts over the years. Each of these platforms has carved out a niche, offering unique advantages that keep consumers coming back. Amazon has long been convenient and inundated with a portfolio of beauty brands – from budget friendly to premium. Recently, it has significantly expanded its beauty portfolio, making it a remarkable player in the beauty industry. With the addition of renowned brands such as Tangle Teezer, Paula’s Choice, and Aveda, Amazon now offers an even broader range of beauty products. Amazon Prime’s next-day delivery service is a significant advantage for consumers. The ability to order a new toner and a bookshelf in one transaction and receive them both the next day demonstrates the unmatched convenience Amazon provides. This seamless shopping experience has set a new standard in ecommerce, making Amazon a preferred choice for many.
Ocado and Gousto have revolutionized food delivery by providing recipe cards and pre-measured ingredients straight to consumers’ doors. This approach minimizes food waste and simplifies meal preparation, making it easier for consumers to enjoy home-cooked meals without the hassle of grocery shopping. As these ecommerce giants continue to innovate and expand their offerings, they are sure to remain at the forefront of the industry, meeting the evolving needs of today’s consumers.
Loyalty Programmes
Loyalty programs have become a cornerstone strategy for e-commerce businesses aiming to boost customer retention and enhance the shopping experience. By offering rewards for repeat purchases, these programs not only incentivise customers to return but also provide valuable insights into individual shopping habits. This data can be leveraged to personalize marketing efforts, recommend products, and create targeted promotions. Members of Sephora’s Beauty Insider program earn points with every purchase, which can be redeemed for various rewards, including deluxe samples, product discounts, and exclusive experiences. This encourages customers to make Sephora their go-to beauty retailer. Understanding the driving forces behind modern beauty consumer habits is essential for brands looking to stay competitive. By staying adapted to emerging trends, leveraging social media and technology, brands can better meet the needs of today’s consumers and build lasting relationships with them.
Bespoke Advantage is a specialised brand consultancy supporting our clients in developing and building their brands across the marketplace. We work with award-winning well-established beauty and wellness brands, retailers, investors, distributors, trade bodies and embassies based in the UK and internationally. If you are looking to develop a brand in the beauty industry, need support with branding or rebranding or you are a company looking to expand your business across the marketplace, get in touch, we would love to hear from you.
We love partnering up with award-winning beauty and wellness brands, well-established companies, retailers, investors, trade bodies to bring your ideas to life. With over 60 years combined experience in building brands we know what it takes.
As a beauty brand consultancy, we support you in taking your business to the next level through strategy, brand management, product development. Introducing our 3 C’s – we draw upon years of Clarity, Creativity, Commerciality to deliver your results. We design brand identities and visual elements, create products, develop go-to-market strategies to help you to engage with your ideal customers. We work with you to develop a comprehensive strategy for your business by understanding your vision (and the marketplace) and then delving into the details to create order and structure, neatly packaged up to deliver you commercial results.
We work with clients based in different corners of the world – from the UK, to Africa, Sri Lanka, Australia, the Middle East and across Europe. Over the years we have worked with a diverse portfolio of businesses – here’s a snapshot. If you would like to discuss your ideas with us, get in touch, we would love to hear from you.
‘As a Queensland-based company, we were determined to tap into the European market and establish a strong presence. From the very beginning, Bespoke Advantage demonstrated a deep understanding of our export goals and objectives. Their comprehensive knowledge of the European market, coupled with their extensive network of contacts, enabled them to connect us with key decision-makers and influential stakeholders in our target countries. Their strategic guidance and insights were invaluable in shaping our export strategy and positioning us for long-term success.’
‘With the assistance of TIQ, we engaged Bespoke Advantage to help us enter the highly competitive but lucrative UK market. During the last few months Janet and her team have worked diligently to introduce and expose Perfect Potion to buyers and retailers we would never have been able to reach being based in Australia.’
‘Janet has a wealth of experience across retail, buying and marketing. She conducted a full strategic review of our cross functional business and the travel retail market to develop a comprehensive buying and quality control strategy that was signed off at board level. I highly recommend her as an asset to any business.’
‘Through Janet’s management skills, expertise and proven track record on the job she successfully managed the purchasing of our retail operations and ensured the integrity of our brands in-stores. Her enthusiasm and total dedication, delivered results in any project she was involved in.’
‘Janet has excellent beauty market knowledge. Level headed with clear vision, direction and the ability to drive business forward, Janet led the teams through a complete product design change advising on what the key marketing messages should be, incorporating her technical knowledge and beauty expertise.’
‘Absolutely fantastic course. Condensed learning from Janet, an expert in developing beauty brands. Also, valuable introductions to expert professionals, in the Masterclass sessions. In 12 weeks, you will learn from Janet, what would take years to learn by yourself. A very worthwhile investment’