Beauty shoppers won’t try new products when shopping online

‘Virtual’ try-on technology positively impacts 45% of beauty shoppers

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While nearly half (44%) of beauty shoppers in a new survey agree that they have bought more beauty and skincare products online (rather than in store) over the last 6 months, the research reveals that 56% (rising to 62% among female shoppers) tend to stick with brands or products they’ve purchased before, rather than trying anything new when shopping for beauty and skincare online.

The findings come from a survey of 2,000 UK and US consumers across all genders, aged between 16 and 35, which was commissioned by Nosto.

Online beauty and skincare shoppers are more likely to buy from a store or brand that does the following:

1. Includes customer reviews throughout website (74%)
2. Sends me free samples so I can try the products prior to purchase (72%)
3. Recommends new or new or relevant products to me that are similar to what I am shopping for (66%)
4. Remembers my shopping preferences and customises the online experience accordingly (63%)
5. Has user-generated content (like photos of real consumers using the products) (62%)
6. Offers an online quiz-like experience to recommend the right products for my needs (58%)
7. Uses VR/AI to allow me to try out a product online (45%)
8. Is recommended by relevant influencers and/or celebrities that I care about (44%)
9. Offers virtual/online beauty consultations with a real person (41%)

The study of Millennial and Generation Z shoppers also analyses the impact of a number of tactics that ecommerce stores use to encourage online beauty and skincare purchases.

For example, the presence of customer reviews throughout the website is the factor most consumers say will increase the chance of them making a purchase (selected by 74% of the sample, and rising to 80% among female shoppers).

Second is the opportunity to receive free samples to try before they buy (72%), which some online beauty retailers are offering as brick-and-mortar stores remain restricted or closed due to the pandemic. 

And, while it is a relatively new offering, 45% of the survey sample said the presence of virtual try-on facilities (using artificial intelligence/virtual reality to try out a product online) on an ecommerce site would mean they were more likely to buy.

Also high on the list were the various ways that retailers can personalise the online shopping experience. For example, 66% of survey participants are more likely to buy from brands that use technology that “recommends new or relevant products to me that are similar to what I am shopping for” and 63% are more likely to buy from brands that “remembers my shopping preferences and customises the online experience accordingly”. In addition, 58% of consumers are more likely to buy from a store that offers an online quiz-like experience to recommend the right products to fit their unique needs.