Being on the social networks is valuable for a cosmetics brand. This is the conclusion of a survey by Mintel, in Great Britain, which has analysed the behaviour of Internet users in the beauty sector. A way for brands to take advantage of some opportunities …
The first information given by this survey: the Internet is more and more incorporated in the everyday life of Brits. As per the latest figures by the research company Mintel, almost four in 10 Brits (37% - equating to 15 million consumers) have interacted with beauty and personal-care brands online.
The Internet has revolutionised the way that people communicate with one another and social-networking sites have facilitated a far greater reach for word of mouth. Every day in the UK, 59% of Brits log into their Facebook accounts and 13% sign into Twitter. Brits increasingly use the Internet to research beauty products before purchase with social media sites such as Facebook and Twitter informing purchase decisions on beauty products for 34% of would-be buyers, while 67 % have visited the website of a beauty or personal-care brand.
The Internet, a word of mouth booster
According to Alexandra Richmond, an analyst for Mintel, “ People use social media to share what they think with many people - not just their friends and family. In fact, sharing their thoughts on beauty products with friends, family or colleagues is a key reason that people talk about beauty and personal care brands both online …
