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Synqera analysts reveal US consumer beauty habits

By Michelle Yeomans+

27-Feb-2014

Marketing tech firm Synqera has reported only 14% of US consumers to be interested in coupons for cosmetics, a sharp comparison to 67% of shoppers preferred them for the likes of groceries.

The survey found that nearly two thirds of Americans 'coupon-browsed' instead of 'window-browsing' during the 2013 holiday seasons, while only 6% did no in-store shopping.

However, while two thirds of shoppers preferred receiving a coupon for groceries, those looking to buy cosmetics and toiletries did not favour shopping with coupons.

Moreover, those with between US$80,000 and $100,000 incomes were most likely to use an omnichannel approach to shopping, using their mobile devices, online and in-store to make purchases.

"There's a clear indication within today's consumer behaviour that the current in-store promotional experience isn't capturing the attention of the omnichannel shopper," says Filipp Shubin, COO of Synqera. 

"Consumers are asking for more personalised retail experiences that are relevant to their shopping needs, especially across holidays, and they'll shop at the stores that promote their products accordingly."

Analysts say its more about emotional value for consumers..

These findings by Synqera replicate research on consumer behavioural patterns carried out by brands like MeadWestvaco, where consumers in markets such as the US, were found to have placed priority on the experience.

The packaging supplier's vice president of global creative, Steve Kazanjian noted that when it comes to beauty; the industry has long focused on the in-store experience, like investing in extravagant retail displays or how to advance the likes of glass cutting, which is setting the stage for consumer experience.

He stressed that the consumer really needs those affirmations of that experience during use.

If we look at an actuator behind a fragrance for example, the spray nub will be the same on YSL as the one on a $30 dollar mid-tier fragrance.."

"We found that there’s a great opportunity for differentiation within that space to create a more measurable experience where you can engage the consumer on a much more emotional or visceral level,” he concluded.

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