Women love beauty products. In fact, we apparently spend about $7 billion per year on cosmetics and beauty products in the U.S.1 I had no idea the number was that high.
BlogHer Inc., along with DeVries Public Relations, recently conducted a survey to see what was motivating all of us to buy beauty and personal care products. 1,074 women participated all across the US from the age of 18 to 54.
Not surprisingly, the physical store beats online purchases as the place women turn to. Women want to be able to see it, touch it and smell the products they are buying even when it comes to hair care products. Discount retailers lead the pack when it comes to where she purchases her beauty products despite the opinion that online is quicker and more efficient.
The study showed:
• Women research online and buy offline at 4x the rate.
• Bloggers are 61% more helpful for advice (website 46%, social network 33%, message boards 20%)
• Women still love promotions or free samples, but a recommendation from a friend/blogger is the top motivation over discounted prices and online reviews.
About half of the women surveyed said they purchased based on a non-beauty topic blogger review. And look out magazines, these bloggers are 2x more likely to drive beauty product purchases and that makes bloggers the new tastemakers according to this Blogher study. Fear not, women still love magazines and use them for researching products.
Trend hunting runs the gamut of different blog types:
1. Fashion and beauty
4. Health and Wellness
6. Green and ecology
So what does this mean for beauty brands? Can blogger influence be integrated at retail with mobile applications? Should magazines be looking to harness blogger clout in their publications? It’s clear with these new tastemakers, brands need to develop different strategies to reach this $7 billion market.