Health & Beauty Insights Report

THE CHANGING FACE OF HEALTH & BEAUTY

Health and beauty is one of the few categories where consumers want brands to know who they are, and therefore one of the biggest opportunities lies in unified commerce. Brands and retailers need to understand the journey their customers are taking across all channels. Then leverage the rich data available to serve deeper, more meaningful, personalized content that will drive engagement and conversion. It’s no longer about operating channels in silo but creating a seamless experience that brings on and offline together. The focus will be on brands and retailers to drive innovation and meet shoppers where they are, connecting beyond price, product and ingredient.

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Key Takeaways

✔ Get Mobile: 80% of shoppers use mobiles in-store without asking. Let’s get them involved.

✔ Rethink Reviews: 40% of shoppers will abandon their purchase online if they can’t see reviews.

✔ Sampling Sells: Product trial drives purchase likelihood amongst 91% of shoppers.

✔ The New Retail Utility: 61% of shoppers prefer to buy in-store. Make every interaction count.

The Health and Beauty Consumer

The past 18 months has had a significant impact on our relationship with our health and wellbeing and as a result has had a direct impact on the products we’ve invested in. We’ve focused our attention on skin-focused initiatives and DIY ventures. It’s no surprise to see categories such as haircare in growth as many consumers opted for at-home hair dyeing and conditioning treatments, out of necessity rather than choice. Skincare has also come out on top as consumers have prioritized their personal care routines to make them feel good, investing in regimes and rituals that promise benefits now and in the future.

Category usage over the past 18 months

  • 0%

    Hair care

  • 0%

    Skincare

  • 0%

    Fragrance

  • 0%

    Cosmetics

Unifying The Health & Beauty Experience

The retail landscape is evolving; shoppers are using multiple channels and apps to shop forcing brands and retailers to innovate to meet shoppers where they are. Harmonizing online capabilities with a strong retail presence to provide a seamless experience direct to consumers facilitated by the ‘digital handshake’.

What’s driving the future of retail?

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Highlights

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  • Outform Wins 10 Shop! OMA Awards