When you love it, you want to share it! YPulse (an agency specializing in analyzing the behavior of 13-39 year-olds) took a look at the companies (across all sectors) that young Americans and Europeans appreciate and recommend to their friends and family. The bad news for the beauty industry is that it has a (very) low ranking.
Personal recommendation is the element that most influences teenagers’ purchasing decisions. In fact, 81% of Zs explain that an opinion from someone they know is more authentic than an advertisement. Another 79% place more importance on what a friend buys than on what an influencer buys. Finally, 58% rely on advice to select their products.
YPulse therefore sought to find out which brands young people recommend. In the US, we find e.l.f. (#16) and Bath and Body Works (#23). The European ranking, meanwhile, does not mention any cosmetics player among the 25 companies presented.
