Brand recognition is most important factor in beauty purchases
Over 90 percent of shoppers say brand familiarity is the most important purchasing influencer, according to the latest Beauty Shopper Report by market researcher Information Resources Inc.
This is significantly higher than the 73 percent that cite brand as the most important when purchasing consumer packaged goods.
Price was the second most important factor but it trailed significantly behind brand, according to the study.
“The beauty industry is characterized by significantly different dynamics than other CPG market sectors, creating a major opportunity for beauty marketers and retailers that can quickly and effectively leverage the nuances,” said John Deputato, senior vice president, client solutions, IRI.
In addition, Deputato noted that even within the beauty segment purchasing behavior differs markedly depending on whether the consumer is buying hair care, cosmetics or skincare products.
