Five Truths of

Beauty Shoppers
Choosing a new beauty item is a personal, tactile experience, and digital discovery provides even more
opportunity for beauty shoppers to find the perfect product. Here’s how they go about it.

1 Nearly half
Beauty DON’T KNOW
shoppers WHICH BRAND
start out THEY’LL BUY
when they start the
undecided shopping process.

2 THEIR RESEARCH FOCUSES ON:

Beauty
shoppers
do their 77% 75% 59%
homework
Price Quality Brand

Beauty 3
Undecided shoppers begin searching with CATEGORY TERMS
TIP Get discovered:
and end looking for SPECIFIC BRANDS
shoppers 78% of clicks on
paid search ads
use search 49% CATEGORY TERMS from a category
as the gateway keyword comes
to beauty 46% SPECIFIC BRANDS from shoppers who
have never visited
knowledge that brand’s site.

SHOPPERS USE:
4 40% TIP Be present: 55%
of beauty shoppers,
Beauty Read reviews
who saw a mobile ad
shoppers 38% featuring a beauty
look for TO
Get general product searched
answers product information for more information
within 24 hours.
all the time 34% 43% 36%
Smartphones Tablets Compare features

5 1 IN 4 discover VIDEOS 41% Look

TIP Be relevant:
shoppers are
Beauty DRIVE
for more watching...
beauty videos
shoppers through search ACTION
information
48% Product feature
on products
turn to video videos
to see products 37% How-to videos
come to life 38 Visit a store that
%
37% Customer
sells beauty products testimonials and
after watching beauty videos reviews

Source: Google/Millward Brown Digital Beauty Study, July 2013

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