The data: Social media and influencers rank last among beauty purchase drivers for Australian beauty shoppers, according to a report by Vypr and Australia & New Zealand Shop.

• Just 1 in 10 (11%) said social media influenced what they put in their baskets.
• Price and promotions (66%) were the top purchase motivator, followed by trusted brands (56%), product performance (41%), ingredients (29%), and recommendations from friends and family (28%).

Zoom out: The findings suggest that value and trust are important purchase considerations for Australian beauty shoppers—more so than social media trends. However, that doesn’t mean these consumers can’t be swayed at the point of purchase: While roughly 7 in 10 (68%) say they usually or always plan their beauty purchases in advance, the same share say in-store displays and advertising influence their beauty buys.