Digital channels have redefined how beauty consumers discover and buy new products. Our exclusive research shows how the beauty path to purchase continues to evolve across physical stores and online. This deck will:

Share top insights from our November 2023 survey of US online beauty buyers, including how consumers discover new brands and products, what factors drive conversion, and where purchasing takes place.
Help readers understand the role of social media and social commerce in the beauty consumer journey.
Help brands and retailers meet the preferences of online beauty shoppers by generation.

authors

Sky Canaves

Contributors

Matteo Ceurvels

Suzy Davidkhanian: VP, Content

Blake Droesch

Donte Gibson: Senior Charts Editor

Vladimir Hanzlik: Executive Editor and SVP, Content

Erika Huber: Director, Report Editing

Na Li: Director, Primary Research

Emma Noyes: Graphic Designer, Data Visualization

Jennifer Pearson: VP, Research

Matt Torpey: Senior Chart Editor

Ali Young: Senior Copy Editor and Manager of Content Operations

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The Beauty Path to Purchase

Stores Play a Central Role, While Social’s Influence Is Still Emerging

authors

Sky Canaves

Contributors

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