In the age of the Internet and social networks, the latest cosmetics are discovered online. But what are consumers’ preferred points of contact? How do they do their research? Camille Biette, Beauty, Health and FMCG Director at Google, answered these questions at the Beauty Leaders Summit (held in Paris on November 20-21, 2024).
The way in which the general public conducts its beauty watch is changing.
According to Camille Biette, search engine queries are 15% longer than they used to be. “This shows that requests and expected results are increasingly precise and detailed.”
One question, hundreds of answers
Since the advent of the Web, consumers have been able to obtain information online. But when they make a request, the results are manifold. As a result, brand loyalty is declining.
According to Camille Biette, one person in three is truly loyal to a single brand. “Some 48% of consumers consider at least four references before making a purchase.”
Although consumers prefer physical outlets to find information on the products they want, they also do their research on Google (64%), Brand.com (50%), YouTube (39%), Instagram (31%) and Amazon (25%).
However, members of Gen Z are more likely to seek information on YouTube, Instagram and TikTok.
The Google and YouTube cases
More than two billion users use Google Search every day Generation Z is particularly fond of this tool: users aged 18 to 24 submit more queries every day than any other cohort.
Internet users feel that this search engine understands their needs, helps them discover …
