Even in the age of virtual makeup tryouts and digital disruptors, cosmetics sales may still be best suited to bricks and mortar, according to Harris Poll.*
When considering a new cosmetic product, 66% of consumers are more likely to make a purchase if they can interact with the product in-person in-store (top channel is the “big box” retailers, followed by pharmacies and grocery stores), according to new data from Harris Poll. This is especially true because 57% of survey respondents are wary of buying cosmetics online because computer screen colors could vary.
In-store, about one third of consumers ask for help from a store associate when looking at a new cosmetic product.
28% of hair color product and non-sunscreen SPF product shoppers shop online
However, online is a key influencer, with 57% of consumers browsing product reviews on the internet. But the real influencer is price, with 90% of Harris Poll respondents saying they will buy a product wherever it's cheapest.
Harris Poll found that:
- Roughly 90% of consumers shop in person for hair styling products, shampoos and conditioners, cosmetics, non-sunscreen products with SPF protection, and sunscreen.
- Shoppers purchase 59% of hair styling product shoppers, 59% of shampoos/conditioners, 57% of non-sunscreen products with SPF protection, 56% of sunscreen, and 51% of hair color products from “big box” retailers.
- Retail stores are the top merchant for cosmetic (50%) and facial/skin care product (49%) purchasers.
- Top cosmetic shopping channels include big box retailers (50%), online (40%), pharmacies (39%), department stores (23%), specialty beauty product merchants (23%) and online specialty beauty merchants.
- 34% of facial/skin care product shoppers shop online
- 29% of hair styling product shoppers shop online
- 28% of hair color product and non-sunscreen SPF product shoppers shop online
- 22% of sunscreen shoppers shop online
- 17% of shampoo and conditioner shoppers shop online
*The poll surveyed 2,223 U.S. adults online between September 19 and October 3, 2016, including 2,088 purchasers of cosmetic and grooming products.
