The Checkout: Beauty Edition explores the latest trends when it comes to how shoppers approach the beauty aisle. This issue reports on where and why shoppers choose to shop the category, what triggers the decision to make a beauty purchase or to try something new, as well as how Hispanic shoppers engage with the category. In addition, this year’s survey explores male beauty shopping habits.
Surprisingly, men self-reported purchasing a beauty item for someone else in their household in every category incorporated in the study, including more personal beauty categories such as cosmetics, skin care, and hair color, meaning that men are a growing presence in the beauty aisle. Especially interesting in this issue was the discovery that despite being a high-involvement category, a product’s newness isn’t as motivating for purchases as one might expect.
To read more about shopper mindsets and behaviors when it comes to shopping beauty, click here for the latest edition of The Checkout.