Beauty Consumers & Brands Reveal Top Concerns & Questions

According to Jebbit data, 27% of consumers noted that dry skin is a concern and are looking for products to help them hydrate and moisturize.
According to Jebbit data, 27% of consumers noted that dry skin is a concern and are looking for products to help them hydrate and moisturize.

What are beauty and personal care brands looking to learn about their consumers, and what are those consumers telling them? Jebbit, a firm offering product quiz software for brands, has some answers.

Clients typically leverage Jebbit's platform to boost conversions, increase engagement and capture first-party data to enhance everything from the shopper experience to product development and beyond.

When it comes to brands, Jebbit reveals that key topics asked of shoppers include:

  • Skin tone, sensitivity and skin care regimes
  • Problem areas
  • Desired outcomes/goals from treatments/products
  • Attitudes toward the relative importance of price, purpose and quality
  • Products used most
  • Beauty consumer type: minimalist or maximalist
  • Retail habits
  • Sources of ideas and inspiration
  • Shopping occasions (gifts versus self-treating)

 On the other hand, consumers have plenty to say.

Consumers' Top Beauty Concerns

Based on Jebbit-backed polling, 55% of consumers say that damaged hair is one of their main hair concerns; therefore, they are looking for products that help them repair damaged hair, dryness and frizz.

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Meanwhile, when it comes to skin care, consumers have three main concerns:

  • 43% of consumers noted skin complexion as a skin concern and are looking for products to help them boost and clarify dull or uneven skin.
  • 27% of consumers noted that dry skin is a concern and are looking for products to help them hydrate and moisturize.
  • 17% of consumers are looking for anti-aging products that help with fine lines and wrinkles.

Consumers' Favorite Products

According to Jebbit survey data, makeup and skin care products account for about 48% of what shoppers are looking for in the beauty space.

Top-cited products include lip balms, foundations/concealers and moisturizers.

Consumers' Beauty Mindset

The survey platform has observed that consumers are trending toward minimalist approaches to beauty.

About 83% of consumers spend 5 minutes or less on their beauty routines, with only 2.5% spending 20 minutes or more.

This is reinforced by the makeup looks consumers are drawn to. Per Jebbit data, 54% of consumers prefer a natural look with just a slight pop of color.

Only 15% of consumers opt for a dramatic “the more, the better” look.

Consumers' Beauty Shopping Patterns

The current shopper journeys trends slightly toward self-care, or purchasing for oneself, with 55% of consumers saying that when they shop for beauty and cosmetics they are shopping for themselves.

The other 45% of consumers shopping for beauty products are shopping for others, with family, close friends and someone special being the top recipients.


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