30% of Online Consumers are digital Beauty Consumers

The digital beauty consumer - it is estimated as of November 2019 30% of online consumers are digital beauty consumers, defined as the ones who:


• Purchase beauty products online

• Are influenced by digital media and online user generated or expert generated content when shopping for or using beauty and personal care products



30% of global online consumers fit into the digital beauty consumer segment. This segment will continue to grow in both size and influence as more shoppers turn to apps and other digital platforms to engage with brands and make purchases.


At Rodan and Fields we are working hard on trying to understand and target the digital beauty consumer segment. We are also working hard on our Virtual platform for training our Global Consultants with video's for how to run their business from "New Consultant" , "First 90 Days", Japan Certification. This sees that we are in a strong position for future growth as we expand globally.

Digital platforms and social media are playing an increasingly important role in educating consumers about beauty products, ingredients and their specific hair or skin needs, while also offering shopping convenience.


These developments in digital technology have brought Rodan and Fields Consultants closer to beauty consumers than ever before. The rise of this digital savvy beauty consumers, an emerging consumer segment is who we have been targeting for the last 10 years. These men and woman are not only influenced and empowered by beauty content available online, but are increasingly buy beauty products online via influencers in their circle - i.e the Rodan and Field Independent Consultant.

Whether looking online or in physical stores, informed beauty shoppers are also becoming more mindful about their purchases, particularly when considering a premium product with a high price tag. Brand names are no longer the key signifier of premium beauty as consumers examine labels and packaging for ingredients and benefits they associate with “premium”. This shift is especially important for brands in the beauty space as premium sales continue to outperform mass, Rodan and Fields is carving out its place in the premium skincare industry.


Digital beauty consumers turn to reviews and apps when shopping


As Rodan and Fields are trying to understand and target the premium Skincare digital beauty consumer segment. As this segment continues to grow in both size and influence in the coming years.


60% of digital beauty consumers have used a beauty app in the past 12 months, mostly to get product information, beauty tips or latest trends.


45% of digital beauty consumers rely heavily on user reviews when deciding what to buy, compared with 23% who rely on information directly from brands or retailers.


55% of digital beauty consumers use more than seven different skin care products weekly, compared with only 23% of non-digital beauty consumers


Conclusions

Brands and retailers that can understand and target the digital beauty consumer segment now will be in a strong position as this segment continues to grow in both size and influence in the coming years. 60% of digital beauty consumers have used a beauty app in the past 12 months, mostly to get product information, beauty tips or latest trends. 45% of digital beauty consumers rely heavily on user reviews when deciding what to buy, compared with 23% who rely on information directly from brands or retailers. 55% of digital beauty consumers use more than seven different skin care products weekly, compared with only 23% of non-digital beauty consumers

Brands and retailers that can understand and target the digital beauty consumer segment will be in a strong position for future growth as this segment will continue to grow in both size and influence in coming years. Rising expectations of proven efficacy, ingredient formulations and personalization has redefined consumer perception of premium beauty products. Brands trying to position themselves as premium should take this into consideration. While men’s grooming continues to offer untapped growth potential, brands in this space should align their product development and marketing messages with shifting gender norms and, in particular, media attention to toxic masculinity.


Summary of article :-

https://www.linkedin.com/pulse/30-online-consumers-digital-beauty-audrey-anderson-/

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Audrey Anderson

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Audrey is an SNS, Marketing, Branding & Positioning Expert Consultant, founding father of the community for creative, ambitious, and accomplished entrepreneurs. As an SNS Marketing Consultant, she features a proven diary in delivering sales revenues, growth, and developing different businesses in Asia.