Instagram, TikToK, Facebook… so many platforms on which many individuals spend hours. In addition to having access to editorial, photographic or video content, it is now possible to shop there. The IFOP Beauty team took an interest in the role of social networks in the beauty product purchasing process in order to decipher the challenges of this new distribution channel.
In general, IFOP looked at the performance of online cosmetics. In 2021, one in three women in France (one in two in the U.S.) ordered skincare products online.
“Beauty manages to climb to the top of the categories of the most sold consumer goods on these platforms,” IFOP explains. “In the last 12 months, one out of four French women said they had bought a product on the networks (one out of two in the United States).”
Whether in France or in the United States, social selling is driven by makeup (eyes and lips) and by face ranges.
Younger women are interested in makeup, while older women are looking for well-being.
And what are their preferred networks? “Each generation has its preference. Instagram is the favorite platform of 16/24 year olds, while the over 38 year olds opt more widely for Facebook,” comments IFOP.
Social selling: advantages and barriers
If women turn to social networks to buy their cosmetics, it’s because they often find interesting promotions. They also appreciate having easy access to users’ opinions. Finally, they explain that they are sensitive to product placements when they are made by personalities they know and like.
On the other hand, they …
