Price determines where 87% of consumers buy cosmetic and grooming products, says Harris Poll

By Deanna Utroske contact

- Last updated on GMT

Price determines where 87% of consumers buy cosmetic and grooming products, says Harris Poll

Related tags: Cosmetics

Data released this month on cross channel beauty and grooming product sales shows where consumers are buying various categories of product as well as what they like more about in-store retail than ecommerce and vice versa.

The poll, conducted just a few months ago among some 2,000+ adults living in the US, found that 30% of people shopping for cosmetics prefer to do so in store because “they like to have an associate show how to use a cosmetic product.” ​And, in-store is preferred when it comes to buying a product for the first time. 66% of survey respondents said they were more likely to make these purchases in brick-and-mortar shops rather than online

What in-store doesn’t provide that online retail commonly does is instant access to consumer reviews. The new Harris Poll data shows that 57% of beauty and grooming product shoppers like that feature.

Where they shop

Hair care and sun care products sell very well in conventional retail locations, according to the poll. 91% of consumers buy shampoo, conditioner, and hair styling products in person. 87% of shoppers buy sunscreen in store. And 89% of shoppers buy multifunction products with SPF in store, reports Harris Poll.

The data also indicates that 90% of cosmetics are purchased in store, with 23% of those sales happening in specialty beauty shops.

Who you ask

Data from different sources commonly differs. This year’s TABS study​ found that only 20% of shoppers like the in-store beauty advisor experience.

And another recent industry data report focuses on buyer motivation rather than location and suggests that consumer engagement through tech, regardless of touchpoint, may be key: “In-store, online, wearable, and mobile technologies all offer potentially powerful tools to engage, educate, and orient today’s beauty consumer,”​ says Shannon Romanowski of Mintel, reflecting on one of the firm’s 2016 reports​.

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