Skip to content
nav-menu-image

WHAT WE DO

Headline lorem ipsum dolor sit.

Lorem ipsum odor amet, consectetuer adipiscing elit. Finibus fusce vehicula sit torquent. Lorem ipsum odor amet, consectetuer adipiscing elit. Finibus fusce vehicula sit torquent.

Elizabeth McHugh06.04.203 min read

Updated Research: Where Female Consumers Buy Beauty Online

Latest Consumer Behaviors, Predictions for Navigating Post-Pandemic, and Verbatims from Female Beauty Shoppers

In a rapidly evolving COVID-19 and cultural landscape, we have found it essential to keep an open dialogue with our research community to understand evolving behaviors. We’ve tracked her shift to e-commerce, her feelings toward TikTok, and her emotional connection to makeup and skincare. Here is a quick snapshot of our latest research—regarding online beauty retailing—within the context of the larger behavioral changes we expect post-pandemic.

WHERE ARE HER DIGITAL DOLLARS GOING?

When asked if she is shopping differently for beauty now, 32% responded that they are spending less, have stopped shopping, or are using their existing beauty stash. Wrote one user: “I accumulated so many beauty products over the past year that I'm using all of them first before I go out and buy anything. Besides… I'm not wearing much makeup!” Makeup had reached a point of hyper-consumption pre-pandemic, and the average beauty category growth rate of 4% from the past few years was expected to slow. Described another consumer: “It’s been the perfect time to review samples!” Many women are re-examining their relationship with consumption as they watch their finances and are using what they have on-hand; we expect these consumers to shop again soon, though likely for fewer or multi-tasking products.

However, the majority of female consumers have prioritized self-care in the past few months, initiating a lipstick effect and driving a lift in digital beauty revenues. Within the Stella Rising client portfolio, beauty e-commerce revenue is up 51% vs. the prior period and 35% vs. LY (ending May 31st, 2020). To better understand the online retailer preferences of the consumers investing in beauty we asked:

Is Amazon your online go-to or have you been shopping at Sephora.com, Ulta.com or the brand website?

  • 31% are shopping online generally (either at a mix of the listed retailers or they did not specify)
  • 23% are choosing Amazon for beauty needs
  • 17% are shopping at Sephora.com
  • 11% are relying on Ulta.com
  • 5% are still shopping for beauty in-store


The beauty shopper, under normal circumstances, is highly omnichannel; it is unsurprising, therefore, that her digital dollars are split. She is a consumer who researches on Sephora, reads reviews on Amazon, and then converts the brand website—as an example—or progresses in myriad similar patterns. Describes one shopper: “I've been trying to buy less lately, but if I run out of any type of makeup, I have got to order it off the brand’s website or Amazon.” Writes another: “I am definitely doing more beauty shopping online, and I shop at all of these places at the moment.”

ANOTHER EMERGING PATTERN DEEPENS

Just as COVID-19 has accelerated the shift toward all or more online shopping, we anticipate another behavioral shift to quicken: beauty consumers are looking for brands to share their values. COVID-19 has prompted consumers to examine their purchases and the brands they select; 61% of adults find it important that the brands they buy from are ethical, while 43% are looking for more beauty whistleblower accounts on social media (Estée Laundry being a top example). New websites, like DidTheyHelp.com, specifically rank companies and celebrities for their Coronavirus efforts, with categories for “heroes” and “zeroes,” as well as a leaderboard.   

We will continue to provide updates as we progress, but results are clear and unsurprising: the beauty brands with relevance, that meet consumers in multiple places, and that authentically help will have post-pandemic staying power.

 

Sources: Glimmer 2020 Survey, Mintel, “Beauty consumption will shift post COVID-19,” 1 May 2020, NPD 2019

COMMENTS

RELATED ARTICLES