Snapchat has printed a brand new report on evolving discovery behaviors within the magnificence trade, and the way the most recent technological tendencies are altering the way in which that individuals store for magnificence merchandise.
Primarily based on a survey of 9,000 individuals, performed in partnership with WPP and Ipsos, Snapchat has recognized 5 key tendencies of notice amongst magnificence buyers, which may affect your advertising and outreach methods, via extra knowledgeable understanding of what fashionable buyers are in search of on this respect.
First off, the information reveals that regardless of financial pressures, magnificence buyers are nonetheless extremely lively in looking for new merchandise.
As per Snapchat:
“Whereas 65% of magnificence consumers admit to ready for promotions or presents earlier than making a purchase order, an enormous 67% have tried new magnificence merchandise within the final yr, and 66% are open to exploring new and rising tendencies. This means a powerful need for indulgence and self-care, even in a deal-driven atmosphere.”
On a Snapchat-specific notice, Snap customers are 1.3x extra possible than non-users to strive new tendencies, and are 1.5x extra prone to store premium magnificence manufacturers.
The platform’s younger, prosperous viewers presents a main alternative on this respect, which is value factoring into any magnificence model’s evaluation.
The information additionally reveals that whereas most magnificence buyers are model loyal, and follow the merchandise that work finest for them, Snapchat customers are nearly 2x extra prone to be open to making an attempt new choices.
The report additionally seems to be on the rising curiosity in high quality and moral concerns in magnificence merchandise, and how that may sway buy exercise:
The information additionally reveals that buyers are more and more utilizing new expertise, like AI, to help of their shopping for course of:
“Know-how can also be enjoying a big function in figuring out which merchandise to purchase, with 40% of magnificence consumers partaking with tech-driven tendencies equivalent to shopping for merchandise primarily based on AI suggestions. Notably, day by day Snapchatters are 2.4x extra possible to make use of tech of their private care buy journey than non-Snapchatters.”
Social platforms are additionally driving buy exercise, with 9 in 10 buyers indicating that social media influences their magnificence or private care journey.
Whereas informative, immersive content material, together with AR experiences, can also be serving to to drive curiosity:
Lastly, the information additionally seems to be at buy influences, and the way completely different parts play a task within the course of:
“Family and friends are central to the acquisition journey, with 93% of customers stating their inside circle influences no less than one level of their magnificence/private care purchases. This extends to social conversations, the place day by day Snapchatters are 1.6x extra prone to chat with family and friends about magnificence purchases through social platforms. Past private connections, creators maintain appreciable sway, particularly these perceived as specialists and exhibiting product evaluations.”
These are some essential concerns for magnificence entrepreneurs, highlighting the important thing concerns that go into the fashionable discovery and buy course of.
The information additionally reveals that Snapchat can play a key function in elevating consciousness, and boosting adoption amongst youthful audiences, which might be one other component to issue into your planning.
You’ll be able to try Snapchat’s full magnificence trade report right here.
