CD Buzz Video

Direct-to-Consumer beauty marketing is key, shows Yotpo survey data

By Deanna Utroske

- Last updated on GMT

The commerce marketing solutions firm recently published findings that illustrate what motivates cosmetics and personal care consumers to buy directly from brands via ecommerce or social media rather than shop for beauty at conventional retail stores. Cosmetics Design dropped by the Yotpo offices in New York City this week to learn more.

Ecommerce is powering a huge direct-to-consumer shift, explains Erin Twyman, head of beauty at Yotpo. And this observation led the company to conduct a survey of nearly 2,000 women in the US and UK who do at least half their shopping online and prefer to buy directly from brands: “We really wanted to understand what makes a consumer purchase directly from a brand instead of going to a third-party retailer,” ​Twyman tells Cosmetics Design.

The survey’s top-level findings show that cosmetics and personal care consumers are looking for brands that sell so-called clean beauty products, that are environmentally friendly, that feature a culturally representative variety of people in their brand imagery, that communicate directly and authentically with consumers, and many prefer to buy from beauty brands founded by women.

To put a few numbers on those findings: 84% of Yotpo’s survey​ respondents “prefer brands whose ads show women of different body types.” ​And over 75% “prefer brands whose ads feature a variety of ethnicities.”

Twyman also shared insights into the sorts of communication that motivate consumers to buy. “We found that social proof, in the form of reviews and referrals, is actually a lot more valuable to a consumer when they’re looking at a product and considering what to purchase,” ​says Twyman, “more so than things like influencer content and paid social media.”

Watch the full video interview above to learn more of what Yotpo knows about direct-to-consumer beauty brand marketing.  

---

DeannaUtroske_Editor_CosmeticsDesign

Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

Related news

Show more

Related products

show more

Ultimate Antimicrobial Solution for BPC

Ultimate Antimicrobial Solution for BPC

Content provided by Acme-Hardesty Company | 11-Oct-2023 | White Paper

Sharomix™ EG10, a versatile broad-spectrum antimicrobial liquid blend for preserving personal care products, ensures safety at usage levels ranging from...

Acme-Hardesty Expands Product Line into Canada

Acme-Hardesty Expands Product Line into Canada

Content provided by Acme-Hardesty Company | 07-Jul-2023 | Product Brochure

Acme-Hardesty’s latest expansion into Canada includes Resplanta®, Botaneco®, and BYK from our partners Sharon Personal Care and Eckart Effect Pigments...

Create gentler, eco-friendly personal care

Create gentler, eco-friendly personal care

Content provided by Covation Bio™ PDO | 22-Jun-2023 | White Paper

Zemea® propanediol is a 100% plant-based humectant and solvent that’s easy on skin and the planet. This single, natural ingredient boosts moisturization...

Related suppliers