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How European women purchase

cosmetics online
How European women purchase
cosmetics online

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October 22, 2019 by Ecommerce News. About Consumer behavior with tags Europe.
4074 views.

How often do customers in Europe purchase cosmetics online? And where do they but
them? A new study shines light on this topic, showing how European women purchase
cosmetics online.

The online cosmetics industry is not the easiest industry. Because while cosmetics
brands want to inspire customers to order, these customers don’t have the opportunity to
experience the product for themselves. And the thing with cosmetics is that for buyers
it’s more than just personal taste: they also need to consider things like skin or hair
type, skin sensitivity and health.

A study, done by visual ecommerce platform Photoslurp and market research platform
Zinklar, looks at the shopping habits of women in five key countries in Europe: the
United Kingdom, Germany, Spain, France, and Italy. It tries to show what motivates
them to purchase cosmetics online and how brands can optimize their online shopping
journey to fit the customers’ needs.

73.9% bought cosmetics online in last 12 months

The two companies surveyed 1,500 women from the UK, Germany, Spain, France, and
Italy and found out that cosmetics products are generally not bought weekly or daily,
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but over the span of months and on a rolling basis. Almost three out of four respondents
have bought cosmetics online in the last twelve months.

Only 57.3% of female Germans buy cosmetics

online
The UK, France and Italy have the highest share of female consumers who did this,
with respectively 85.3, 83.3 and 83 percent. Compare this with Spain and Germany,
where only 60.3 and 57.3 percent of female consumers bought cosmetics online.

The study [pdf] also shows that in France, women shop cosmetics online mostly every
few months. While in Spain, women do this mostly once or twice a year. And in Italy,
one in five female shoppers buy cosmetics online once a month.

Where Europeans shop cosmetics online

In the United Kingdom, Superdrug is the most popular ecommerce websites when it
comes to buying cosmetics online, followed by Amazon and eBay. In Spain, Amazon is
the most popular shopping destination, followed by Kiko and Maquillalia. In Italy, it’s
also Amazon and Kiko who leads the ranks, with Sephora in third position. In Germany,
perfumery chain Douglas, which also wants to offer fashion online, is the most popular
one, closely followed by Amazon, while DM ranks third. And in France, the most
popular ecommerce website for buying cosmetics is Yves Rocher, followed by Sephora
and Nocibe.

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Source: 2019 eCommerce Cosmetics trends

Amazon most popular website for buying

cosmetics online
“Amazon is the most popular online space to shop for cosmetics products online”, the
study shows. “And women tend to buy more from a big retailing website with various
cosmetics options compared to the individual cosmetic brand website.”

Lipstick and masks most popular products online

When asked which products are bought online regularly, lipstick and masks seem the
most popular choices. These are followed by eye shadow, eye-liner, concealer,
foundation and make-up remover. And most respondents say that a sensitive skin
product is the most important product feature to have to get a good experience when
buying cosmetics online. In the UK, Germany and France, respondents think cruelty-
free products are more important than whether or not it’s for sensitive skin.

Tags Europe

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