Since March 2020, the pandemic has been raging throughout the world, destabilizing all modes of consumption. While a return to “normal” seems more and more compromised, it is time for cosmetic brands to adapt and offer their customers shopping experiences in line with the current situation. To help them in this tedious task, Sarah Friswell from the foresight agency Red Ant, shared some data at the Sustainable Cosmetic Summit virtual conference on November 5.
In order to better understand consumer expectations and to steer professionals in the right direction, Red Ant has assembled a panel of 250 people aged 21 to over 50 years old from different countries and regions around the world (UK, USA, Australasia, China and the Middle East).
Consumer Expectations
Currently, 75% of the panel believes that buying a beauty product is an intimate act.
In this period of alternating confinement, many of them do their shopping from home (moreover, 58% confide that the Internet significantly influences their choices in terms of cosmetics). As a result, they demand that their online experience be identical to their physical one. They want contact, interaction and above all personalized advice.
Thus, 77% of the respondents indicate that they are interested in the concept of virtual consultations. This is especially true for panelists between 30 and 40 years old. “The need for support is real,” adds Sarah Friswell. “62% of those surveyed have not acquired new brands since the start of the confinement because they have not been able to talk to a qualified person.”
How do buyers consume (and will consume)?
According to Red Ant’s figures :
• 12% use only online sales • …
