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1、 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.Spotlight on:The state of the beauty industry in 2023 2023 Nielsen Consumer LLC.All Rights Reserved.Contents Introduction3Where are beauty consumers shopping?4What are beauty shoppers looking for in 2023?12H
2、ow to meet shopper needs.21Personalized shopping experiences The future of beauty e-commerceConclusion and next steps303438 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.3Beauty maintains a healthy share of the US total market as we head into 2023.With a
3、n estimated total revenue of$90.2 billion across the omnichannel(on and offline channels)in 2022,a figure that was up 6.7%from the previous year,beauty revenue in the U.S looks set to continue growing in 2023.As a company focused on digitalizing the shopper experience,NIQ Brandbank was interested in
4、 deep diving into trending beauty product attributes,products,and make-up styles that are influencing shopper spending habits in 2023.As we head deeper into 2023 and the pandemic shifts to the back of shopper minds around the globe,we examined what shopperspriorities are and how the e-commerce lands
5、cape can support these needs.With the ever-surging global cost-of-living crisis increasingly influencing shopper habits,what is the impact on the beauty industry?Are shoppers still seeking luxury beauty or is affordable beauty winning out?This report examines the state of the beauty industry in 2023
6、 by taking a deep-dive into the U.S as a case-study of the beauty shopping experience and explores how brands and retailers around the world can create the best,most-seamless shopping experiences to meet the needs of todays omnichannel beauty shoppers.IntroductionSource:NIQ:https:/ Nielsen Consumer
7、LLC.All Rights Reserved.Where are beauty consumers shopping?Where and how are beauty shoppers discovering and purchasing products in 2023?4 2023 Nielsen Consumer LLC.All Rights Reserved.5Source:NielsenIQ Omnipanel Shopper 52 week period ending 9/10/22*Q3 is 10 weeks ending 9/10/22,https:/ Store62%On
8、line 38%Total U.S 2022 Beauty Omni Sales$90.2B+6.7%(2021)In StoreOnlineThe online vs.in-store divideIts clear that many shoppers still prefer buying their beauty products in a physical store.In 2022,U.S.in-store sales accounted for 62%of beauty sales.With shops returning to the pre-pandemic norm,foo
9、tfall in shops has continued to rise.However,e-commerce isnt going anywhere.NIQ data indicates that online sales value increased by 6.7%from 2021,indicating that online shopping is a rapidly expanding space.Where are they shopping online?Online shoppers are split between an ever-growing plethora of
10、online shopping channels,from larger general online retailers,beauty-specific retailers and wholesalers to direct-to-consumer(DTC)brand websites and even social media the e-commerce sphere is growing rapidly.NIQ data found that the most popular outlet for beauty purchases in 2022 was Amazon,with 17%
11、of omnichannel sales taking place via the online retail giant.The largest area of growth is on social media,with 60%of online consumers reporting they made at least one purchase via a social platform in 2020.2023 Nielsen Consumer LLC.All Rights Reserved.6Source:NielsenIQ Omnishopper Panel,52 weeks e
12、nding 12/31/22Beauty Care(Cosmetics&Nail Grooming,Facial Skin Care,Fragrances,Hair Care,HBL,Hair Removal,Sun Care,Deodorant)Source:NielsenIQ Trending Attributes,Fragrance,sephora,com,Oct-Dec 2023Total OmniTotal InstoreTotal OnlineFragrances15.3%3.7%26.7%Deodorant14.8%13.4%21.8%Sun Care11.4%10.0%14.2
13、%Cosmetics&Nail9.1%6.6%13.0%Facial Skin Care7.2%7.7%6.7%HBL6.0%4.5%8.8%Hair Care5.7%0.8%16.5%Hair Removal0.3%-1.8%4.8%Bath&Shower-0.4%-2.2%6.2%Beauty sales growth by categoryTotal growth(U.S.Data)($%Chg)YAU.S Beauty sales increased by 6.7%overall in 2022,but which categories saw growth,and more impo
14、rtantly,which categories saw a surge in online sales performance?The largest category experiencing a growth in overall,and online sales was fragrances,with 15.3%growth across the omnichannel and 26.7%growth online compared to a lesser 3.7%growth in store.Deodorants also made large sales gains online
15、,up 21.8%.With the popularity of eco-friendly refillable deodorant subscription services like Wild Deodorants and Fussy this growth will likely continue in 2023.Hair removal,bath,and shower products saw declines in in-store sales rather than growth,compared with growth in online sales performance.20
16、23 Nielsen Consumer LLC.All Rights Reserved.Superstar recording artist and international celebrity Rihanna released her own make-up line,Fenty Beauty,in late 2017to critical acclaim.The brand caught shopper attention with its wide range of shades for a variety of skin tones,which lead to consistent
17、sold-out launches and restocks throughout the first year of business.Fentys D2C website features a variety of interactive content,including virtual try-on options,product photography,tutorial videos featuring Rihanna herself,and more,all designed to engage and inform the shopper in different ways.Th
18、e experience while shopping on Fentys website is highly personalized,something that beauty shoppers are definitely looking for.However,Fenty has grown massively beyond the D2C website it started with.Products are available to shop in beauty retailers across the world.Fenty Beauty and Skin are now av
19、ailable across the world in-store and online at a range of retailers,including Boots,Sephora,Amazon,and more.Fenty Beauty also manages a variety of successful social media platforms,boasting 12.2 million followers on the Fenty Beauty Instagram account and over 2 million followers and a total of 37.2
20、 million likes on its TikTok account.Fenty Beautys social media accounts demonstrate products on a variety of influencers and make-up artists,aiding with product discovery.Fenty Beauty even boasts its own selection of filters on TikTok,including one that helps users identify their face shape and lea
21、rn how to apply contour products to enhance their natural beauty.Fenty beauty offers a personalized experience from product discovery to purchase.The brand capitalized on Rihannas 2023 Super Bowl halftime performance read on to see how Fenty Beauty exemplifies best-in-class omnichannel marketing Ima
22、ge sources:https:/ Beauty Case Study:How Fenty conquered the omnichannelBeauty across the Omnichannel NielsenIQ Omnishopper Latest 52 weeks ending 2/25/2023Total U.S Omni:$198.0MM+42%vs YATotal US Instore:$129.2MM+89%Total US Instore$68.9MM-4%Fenty Beauty Omnichannel Split 2023 Nielsen Consumer LLC.
23、All Rights Reserved.Fast forward to 2023,and Rihannas now iconic Super Bowl half-time show.To coincide with her performance,Fenty Beauty released a full make-up collection including Super Bowl x Fenty branded items,like a football shaped beauty-blender sponge and some limited-edition shades of the b
24、rands best-selling lip-glosses.The Super Bowl collaboration didnt end with a specific make-up line.In the middle of the set,Rihanna picked up a bright pink compact from one of her dancers and touched up her make up before resuming the show.That pink compact turned out to be none other than a Fenty B
25、eauty InvisimatteInstant Setting and Blotting Powder.Nielsen reports that over 113 million U.S.viewers tuned in to the game,along with millions of football fans around the world many tuned in just for Rihanna,with an estimated increase of an extra 5 million viewers just for the half-time performance
26、.Rihanna got her brand in front of one of the largest TV audiences of the year and in a way that got people talking.And this translated directly to sales,indeed,Fenty Beauty reportedly garnered$5.6 million in earned media in the first 12 hours following the game and searches for the brand increased
27、by 883%.From the Half Time Show to final saleFenty Beauty made sure to highlight the viral moment by placing the product front and centre of the D2C webpage with the tag Halftime approved.This instantly boosts the shopper experience by providing them with an easy journey to purchase,saving them time
28、 and effort in finding the exact product used on stage.This is what NIQ Brandbank considers a complete omnichannel shopping experience.https:/ sources:https:/ Beauty Case Study:From Super Bowl to bestsellerBeauty across the Omnichannel 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consu
29、mer LLC.All Rights Reserved.9As weve discussed in previous reports,shoppers,particularly those from younger generations like Millennials and Gen Z,are shopping directly from social media pages.This trend saw enormous growth in 2022,with partnerships established between YouTube and Shopify,as well as
30、 the continuing mega-growth of the TikTok shop.Brands are starting to take note across the beauty space,spending big on their social media marketing campaigns and investing in in-app social media storefronts.The Drum reports that 75%of 21-34 year olds would be persuaded to purchase a brand if they c
31、an shop the product directly from social media platforms.With a significant portion of younger generations actively shopping directly from social media,its important that beauty companies are paying attention to the noise across various channels,in-touch with their shoppers viewing habits,and follow
32、ing trends.Trends are established and accelerated on social media platforms,largely by influencers with big followings.Getting products in the hands of the right influencers with the right audiences can make or break brands.Luxury beauty powerhouses like Estee Lauder are now spending around 75%of th
33、eir marketing budget on beauty influencers across the social media landscape,demonstrating just how serious brands are taking the power of influencers.Sources:https:/ Media and product discovery 2023 Nielsen Consumer LLC.All Rights Reserved.10Source:https:/ Power of influencersViral TikTok sensation
34、 Alix Earle,a 22-year-old influencer from New Jersey,is the perfect example of the power of influencers in todays beauty-shopping experience.Alix Earle became famous for her simple get ready with me(GRWM)video style(in which a content creator walks viewers through their make-up/hair routine for gett
35、ing ready for the day or an event)and has since amassed nearly 4 million followers,over 255.5 million likes,and 1.5 billion views on TikTok,and roughly 2.3 million followers on Instagram.We dont need to understand why Alix is so influential for this report,but we do need to note her impact on beauty
36、 trends.Known as the Alix Earle effect,the influencer has a history of making products sell-out globally simply by featuring them in a video on her TikTok account.One of Alixs holy-grail products is a simple white eyeliner pencil,a vital part of her viral make-up GRWM videos.Since her rise to online
37、 fame,the hashtag#alixearleeyeliner has over 551M views on TikTok and the NYX eyeliner she showcases has sold-out online and across stores in the United States.Since then,other beauty products Alixhas highlighted,including Drunk Elephant D-Bronzi Anti-Pollution Sunshine Serum Drops,continue to sell
38、out as soon as Alix mentionsthem to her loyal followers.Some of Alixs trending products from brands NYX and Drunk Elephant The Alix Earle Effect,TikTok,and product discoveryA snapshot of Alix Earles get ready with me content 2023 Nielsen Consumer LLC.All Rights Reserved.11https:/ can see that influe
39、ncers like Alix Earle have a huge impact on which products,brands,and attributes are trending,but what about their influence on the omnichannel experience?Creating seamless end-to-end experiences is vital to keeping online shoppers loyal and providing a best-in-class shopping experience.The best omn
40、ichannel experiencesare those that allow brands to be recognizable acrossplatforms,meaning consistency is required between product image quality,data quality,and accessibility.But it also means creating dynamic links between social media discovery and places to purchase.Heres a best-in-class example
41、 of how to create effective links between discovery and purchase:Amazon has recently created store-frontsthat enable social media influencers/creatorsto operatetheir own miniature amazon stores filled with the products they use and recommend.Influencers are even incentivized with commissions based o
42、n the number of click throughs and purchases made from their store-fronts.This is an example of a well-crafted,end-to-end experience that allows the shopper to seamlessly move from discovery to product research and finally to purchase.All brands and retailers can learn from Amazons strategy and dedi
43、cated influencer landing pages,that the end-to-end user shopping experience needs to be complete and as seamless as possible.Ensuring that your products are easily discoverable across platforms is the key to becoming the best on the digital shelf.Whether brands want to link their own D2C platforms,o
44、r curate social media storefronts,it is essential that social posts provide an easy path to the products they are calling-out.The Power of Alix EarleInfluencers curating omnichannel experiencesAlix Earles Amazon Store Front is found in her TikTok bio and users can find all products(currently availab
45、le to shop on Amazon)that she mentions in her videos.2023 Nielsen Consumer LLC.All Rights Reserved.What are beauty shoppers looking for in 2023?Keeping on top of trends and responding quickly to shopper needs is essential to maintaining shopper loyalty and trust.So what are shoppers looking for in 2
46、023?Lets explore what trends are being set in the U.S.12 2023 Nielsen Consumer LLC.All Rights Reserved.Clean beauty is among one of the most exciting trends in the beauty space over the past few years.Shoppers are becoming increasingly aware of what they put in and on their bodies,and how it can imp
47、act their health and well-being.Green Beauty takes into account the environmental impact of the beauty industry and the health and well-being of both the individual and the planet.For example,responsible sourcing is one of the most important sustainability claims to 45%of consumers.Younger consumers
48、 in particular are interested in sustainable products:Gen Z consumers are 1.3 times more likely to want to try environmentally friendly products.U.S.sales for beauty and personal care products that have holistic environmental benefits,such as vegan,cruelty-free,reusable packaging,and plastic-free ar
49、e seeing elevated growth rates over those that just have clean ingredients.Overall,it appears as though shopper searches for plastic-free are declining,presumably as plastic-free becomes a more standard feature in beauty shopping.However,shoppers are looking for refillable packaging(a 39%increase in
50、 the 6 months between August 2022 and January 2023),and for products that are eco-friendly.Brands are responding quickly to shopper demand for refillable packaging,with various brands from luxury to drug-storeacross fragrance,make-up and skincare,releasing eco-refillable alternatives to best-selling
51、 products.There is,however,room to grow in these areas,particularly when it comes to retailer involvement.In fact,while 69%of consumers said sustainability has become more important to them over the last two years,1 in 4 consumers believe companies are not making it easy for them to act in this way.
52、Retailers must keep on top of demands to keep up with brand movements to ensure shoppers dont turn elsewhere.Failing to shift to meet these growing sustainable trends means brands and retailers will both be losing out on shelf space,distribution,and more.https:/ want sustainable,clean beauty,from in
53、gredients to packaging.What green beauty are shoppers looking for?Green Beauty Trending in Search Aug 2022-Jan 2023+39%-41%+12%Refillable Packaging Plastic Free(but-+151%at Target)Eco FriendlyNIQ Brandbank trending search data from Aug 2022-Jan 2023,across all retailers and specific detail from Targ
54、et.(U.S.Data)2023 Nielsen Consumer LLC.All Rights Reserved.14NIQ Brandbank Data for%of Total Beauty and Personal Care products that feature these attributes within on-pack ingredient analysis and on-pack marketing information,*Ingredient analysis only*on-pack certification(U.S.Data)Proven TrendsGrow
55、ing TrendsEmerging Trends%of Total Beauty and Personal Care Total of On-pack marketing and ingredient analysis85%72%37%*47%43%N/AN/AN/AN/AN/AOn-pack marketing information only24%9%N/A11%8%36%24%6%15%2%Free from Parabens Free from SulfatesBotanical extractsFree from phthalatesFree from artificial fra
56、granceHumane Cruelty FreeVegan Certified*VeganBio-degradableNIQ Beauty data indicates that Green Beauty attributes are on the rise across the U.S.,but what percentage of products are labelling the attributes that matter to shoppers?Ingredient TrendsNIQ Brandbanks analysis of on-pack marketing inform
57、ation for over 100k products in the United States found that currently,85%of the products analyzed were free from parabens when looking at ingredient data,however only 24%of the total products actually called-out being paraben-free on their packaging.According to NIQ data,Paraben-Free is an in-deman
58、d trend,and it appears that companies could be doing more to ensure this is called-out where it exists.This gap can also be seen in other trending free-from ingredient attributes,like Sulfates,Phthalates,artificial fragrances and more.The good news is that while on-pack space may be minimal,the prod
59、uct description pages provide brands with more space to effectively call-out trending attributes and meet shopper needs.Attribute TrendsWeve seen,and data from NIQ reflects,vegan,cruelty free,and humane product attributes are an emerging trend.NIQ Brandbank data indicates that only 6%of beauty produ
60、cts were vegan certified,a total of 6074 out of over 100k products.Similarly only 24%of products claimed to be Cruelty Free.There is certainly room for more products to meet shopper demand for vegan,cruelty-free,and humane productsHow many products are calling out their trending ingredients and attr
61、ibutes?2023 Nielsen Consumer LLC.All Rights Reserved.15Data Collected from NIQ Brandbank Analysis of Search terms related to NIQ Beauty 2023 Trend Prediction across Retailers Sephora,Ulta,Target and Kroger Between November 2022-January 2023SephoraUlta KrogerTargetHair and Scalp HealthFor Fine or Thi
62、nning Hair+198%For Fine or Thinning Hair-688%Dry Spray+302%For Fine or Thinning Hair+299%Scalp Heath+193%Promote Hair Growth-39%Scalp HealthN/APromotes hair growth+48%Sparkly Make-up LooksMetallic Appearance+203%Sparkles/Sparkly+31%Metallic AppearanceN/AMetallic appearance+178%Illuminating+626%Metal
63、lic Appearance+16%IlluminatingN/AGlittery Appearance+18%Clinical ingredients-Natural IngredientsHyaluronic Acid+350%Hyaluronic Acid-2%Hyaluronic AcidN/AHyaluronic acid+467%Glycolic Acid+1952%Glycolic Acid+146%Tea Tree Oil+151%Glycolic Acid+603%Niacinamide+174%Niacinamide-10%Rose Ingredients+151%Niac
64、inamide+357%Trending search across the beauty industry 2023 Nielsen Consumer LLC.All Rights Reserved.As a company that helps retailers and brands across the e-commerce space,we are interested in the differences between shopper needs across retail types.We were able to see what shoppers were looking
65、for at different retailers by exploring search terms related to NIQ Beauty predicted trends for 2023.For this deep-dive we explored NIQ Brandbank data for Sephora,Ulta,Target,and Kroger in the United States.We chose Sephora and Ulta as two omnichannel beauty-specific retailers,and Target and Kroger
66、as general/grocery specific retailers that offer varying degrees of online beauty aisles.What did we find?Products that appear to be losing popularity on Sephora and Ultas websites remain popular searches on Target and Krogers.For example,when exploring dry spray as a key word search,we found that s
67、earches decreased on Sephora by 5%,but searches increased by 302%on Krogers site.The most popular search term across Sephora,Target,and Ulta was Glycolic Acid searches for products with this attribute increased 1952%at Sephora alone.Shoppers on K appear to be searching for different products,using g
68、eneral search-terms that dont involve complex chemical ingredients.Metallic and illuminating make-up products trended across Ulta,Sephora,and Target,with Sephora presenting the biggest trend in these terms.Searches for products for fine and thinning hair hugely decreased on U between November 2022 a
69、nd January 2023(688%),but grew massively on T,increasing 299%in the same period.What does this all mean?Brands need to make sure their product data and information is adapted for different sectors of shoppers at different retail spaces.Emphasising chemical and scientific attributes will work well in
70、 beauty-specific retailers like Ulta and Sephora,while more general terms for the same attributes will perform better at retailers like Target and Kroger.Top Searches by RetailerWhat are the differences across retailers?Glycolic Acid+1952%Dry Spray+302%Glycolic Acid+146%Glycolic Acid+603%Data Collec
71、ted from NIQ Brandbank Analysis of Search terms across Retailers Sephora,Ulta,Target and Kroger Between November 2022-January 2023 2023 Nielsen Consumer LLC.All Rights Reserved.17In 2022,The Clean Girl Aesthetic took the social media-sphere by storm.A make-up,skin-care,hair,and lifestyle look that c
72、elebrates the stripping back of beauty products and the celebration of the minimal,the hashtag#CleanGirl grew to over 2.5 billion views on TikTok.The clean girl look took over the beauty community on the TikTok and influenced shopper trends in real life.But theres a new it-girl trend on the rise:The
73、#Vanillagirl.With over 635.2M views under the hashtag,the Vanilla Girl trend is influencing beauty shoppers around the globe.The Vanilla Girl is marked by a few characteristics:shes cozy,clean,and into neutral tones.But what features make a Vanilla Girl,and what impact has this new it-girl aesthetic
74、 had on trending products?To answer those questions,weve created a Vanilla Girl profile https:/ https:/ aesthetic of 2022 is over,make way for the#VanillagirlSocial Media:Whats trending right now?#VanillaGirl635.2M TikTok views 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.
75、All Rights Reserved.18What products and styles make a#VanillaGirl?We analyzed the top results returned on a search for#VanillaGirl on TikTok and compiled the topics and product types that appeared across the Vanilla Girl discussion:Terms found from analysing the first 24 Videos on Tik Tok under the
76、search#Vanilla Girl Profiling the Vanilla GirlEyebrow gel/pencils/productsGlossyskin Make-up sticks(Contour,blush,highlighter)White EyelinerLip oils Neutralcolours(taupe and toffee)Faux frecklesSlick/Sleek hair Hybrid skin-care(tinted moisturiser,serum+moisturiser)Sensitive skin chemicals 360 skin c
77、are-supplements for your skin-outside in beauty Pimple/Acne patches A dive into Vanilla Search Investigating our Vanilla Girl search terms for over 100k products in the NIQ Brandbank product data library,we found this number of products with on-pack data information returning the search:Contour stic
78、ks 23Acne Patches/Pimple Patches 45Slick Hair 26Lip Oil 181White Eyeliner 41Faux Freckles 5Data from NIQ Brandbank,searches for products with on-pack descriptions that match key word search in library of 100k productsThe Vanilla Girl is just the next in an endless stream of trends on social media,an
79、d demand for products can increase overnight if the right influencer endorses them.It is essential to ensure that your entire product receives the same consistency of product information,data and attribution call-outs to make sure they are ready to meet shopper demand as soon as its raised.2023 Niel
80、sen Consumer LLC.All Rights Reserved.19Source:https:/ shoppers want transparency and honestyof shoppers are likely to switch to a brand that provides more product information than what appears on the physical label 75%Shoppers want to know what they are spending their money on,and in a climate of co
81、st-consciousness,shoppers dont have money to waste on products that are inaccurately labelled or described online.Transparency is vital to forming lasting relationships with shoppers and curating brand trust and loyalty.In fact,over 90%of shoppers say transparency by a brand is important to their pu
82、rchase decisions,and 75%of shoppers are likely to switch to a brand that provides more product information than what appears on the physical label.An emerging TikTok trend is de-influencing,whereby users and influencers are sharing products theyve been influenced to buy that arent worth the hype aft
83、er all.This is increasing in popularity as shoppers continue to feel economic strain.Its vital that brands are living up to the claims and call-outs they are making about their products,as its clear that shoppers arent afraid to detail their negative opinions and experiences with products.How can br
84、ands become more transparent in their goals?Understand your product information and measure against competitors to ensure your products arent missing vital attributes and informationKeep up with shopper demand.Shopper needs change rapidly,keeping an eye on trends and making sure your brand can meets
85、hopper needs is essential in 2023Communicate your product data visually and make sure it is engaging to connect with shoppers so they recognizeyou are meeting their needs.2023 Nielsen Consumer LLC.All Rights Reserved.The idea of a dupe product has been around for a while amongst influencers and in i
86、nternet culture.In the current cost-conscious climate,where 39%of shoppers are in a worse financial position than last year,dupes are an attractive alternative to expensive luxury beauty items.What is a dupe?In this instance,dupe doesnt mean a fool,but instead is a shortened version of the word dupl
87、icate meaning a product that offers the same quality/finish/feel as that of a luxury high-priced and sought-after item.The hashtag#Dupe has 2.4B views on TikTok and is filled with videos from content creators comparing high-end luxury items to more budget friendly dupes.There are even dedicated reta
88、il outlet spaces for beauty product dupes that specalize in proving shoppers with cheaper alternatives to highly popular branded products.The main power of a dupe product is its affordability compared to its real counterpart,but also its ability to replicate the same experience and finish.Often thes
89、e dupe products contain the same ingredients or product attributes,so its essential these are communicated and labelled effectively so that they return in a shoppers initial search.The dupe gives opportunities to affordable brands,which is a win for brands and shoppers,especially during a time of fi
90、nancial constraint like the cost-of-living crisis.What do brands need to do to maximise their dupe qualities?Brands need to maximize their dupe qualities and focus on those attributes that are similar to those higher-end products that shoppers are looking for.If a product contains the ingredients an
91、d attributes that a shopper is looking for,at half of the price-tag,its likely your product would be picked,but only if it appeared in a shopper search.Taking stock of inventory,and keeping on top of trends will help brands to alter their product description pages to ensure they are performing best
92、in SEO.No matter the price-point,products that perform well in organic search and meet the needs of shoppers are those with up-to-date,accurate product information and data on their product description pages.Keep reading to discover how to curate high-performing beauty product pages.Dupes are trendi
93、ng on TikTok,but what exactly is a dupe and what does it mean for brands across the beauty industry?The Dupe Case Study#Dupe2.4B views on TikTok 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.21How to meet shopper needs on the product pageHow to translate
94、 trends onto your product pages to meet shopper needs and provide a complete shopper experience.2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.22Beauty products are restrained by the same blockers as all online products but there are several key differenc
95、es that mean the demands from a beauty shopper might be a bit bigger than other categories.Product pages allow brands to delve deeper into their product attributes and communicate more information that can inform a shopper decision than on-pack information.In fact,23%of online beauty&personal care s
96、hoppers say detailed product information drives them to shop online.But what do they need?Beauty shoppers need a more visual,interactive and personal shopping experience than other categories online,and the way forward is ensuring your product description pages are as engaging and up to date as poss
97、ible.If you dont provide it,another brand will,so dont miss out on those vital online shoppers by not including enough product content.Lets explore the beauty Product Description Page Source:NielsenIQ Omnishopping Fundamentals,September 2021What makes a beauty product different?2023 Nielsen Consumer
98、 LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.Good product description pages(PDPS)start with good product data and inormation.The foundation of a successful,high-converting product description page is accurate and complete product data and information.These elements are also
99、 the cornerstones of effective SEO.When a shopper is starting their search,on a search engine or within a retailer site,having the right data to match their needs immediately will help your products rank higher on product landing pages.Keeping product information accurate and transparent is importan
100、t,as research suggests 50%of shoppers have returned an item bought online due to inaccurate product descriptions.How to keep on top of fast-moving trends in 2023Optimizing your product pages with up-to-date and accurate product data for your entire product cataloge is the best place to start.Whenatt
101、ributes go viral,youll already have your pages optimized to return keyword searches and convert potential shoppers the quickest.Your data needs to answer shopper questions before they are even asking them,letting them know the details of ingredients,free-froms,sustainability information and more.Wha
102、t data and information do you need to perform well for SEO?The Data U.S.Digital Depth Analysis findingsAccording to an NIQ and NIQ Brandbank analysis of the top 40 retailers in the U.S,there are a lot of missed dollars(sales)from missing data.A simple mistake like not calling out specific attributes
103、 can lead to millions of missed sales:Personal Care AttributeAverage%of Products MissingAnnual SalesAverage Missed Dollars%Sales Growth(1 Year)Natural/Artificial Free0.0%$2.8B$0.0B6.2%Paraben Free71.2%$8.2B$5.9B11.3%Fragrance Free25.6%$3.7B$938M11.9%Sulfate Free81.2%$3.3B$2.7B9.8%Vegan 64.1%$2.8B$1.
104、8B18.5%Cruelty Free22.4%$6.3B$1.4B18.9%Sensitive Skin0.0%$1.6B$0.01.9%Oil Free 87.6%$1.4B$1.2B0.2%Personal Care attributes that were present across 5 or more retailers,NIQ Digital Depth Analysis 2022:https:/ 2023 Nielsen Consumer LLC.All Rights Reserved.We know that shoppers are more likely to add a
105、 product to their online cart if the pagesfeatures more content.In fact,product pages with 1 image see a 5.3%add to basket rate,while those with 5 images increase to 18.9%add to basket rate from the simple addition of more images.But,unlike other categories,adding more images is essential for sellin
106、g a beauty product online.A simple pack-shot of a mascara communicates nothing to the 2023 shopper,they need to see the shape of the wand,the colour of the product,and before and after shots to know how the product affects them.Beauty products like make-up,hair dyes,and skincare that come in specifi
107、c colors,skin tones,shades,textures,finishes,formulas and more,need to be seen by shoppers both in the packaging and in practice,whether that is in static images or in interactive video content.Adding more images,of more examples of what a certain color will look like on a different skin tone,will a
108、llow shoppers to identify with the content they are presented with,all aiding their decision of whether or not to purchase from your brand.For skincare beauty items,seeing a side by side of the potential before and after results of the product are a no-brainer to inform shoppers of what to expect fr
109、om your item.But be careful.As weve seen earlier in this report,shoppers want honesty from their beauty brands,they dont want unfounded claims and retouched images.So be purposeful in your image selection.NIQ Brandbank,Sainsburys Connect Case-Study,2019Beauty shoppers need to SEE the product inside
110、and out.What do shoppers want to see when purchasing their beauty products?5.3%18.9%1 image 5 imagesAdd to cart rate Add to cart rate 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.25Shoppers need to see products on people that look like them.Considering
111、different skin colors,textures and a shade of blush for example will look different depending on the pigments in peoples skin,whether they have pale white,olive undertones or darker skin tones,it is important for brands to demonstrate their products on a range of models.Similarly,demonstration of pr
112、oduct before and after images,especially for claims like anti-aging,skin-smoothing,and pimple-treatment help communicate the effects of the product beyond simply adding more words and packaging shots.Overall,the simplest solution is adding more images to a product page.More images,more videos and mo
113、re interactive comparison tables are a simple way brands can communicate their products effectively with shoppers.Image sources:F,https:/www.bohttps:/ Product comparison tablesDiversity,demonstration and detailWeve already highlighted that one of the main barriers to shopping online is the inability
114、 to pick up and physically examine products.As a result of this,shoppers are often unable to easily compare similar products within the online product page itself,often having to open multiple tabs of the same retailer website,or even turn to other information spots like Google or social media platf
115、orms.In the store they can simply pick up all products they wish to compare and physically examine the differences in shade,finish,quality,brand etc.This is where comparison tables featured directly on the PDP can enhance the shopper experience.Including a comparison between products similar to that
116、 which the shopper is currently viewing,streamlines their shopping experience,and most importantly,removes the need to click away from the product page and onto a different site entirely.2023 Nielsen Consumer LLC.All Rights Reserved.26https:/ https:/ Videos Product videos are engaging and interactiv
117、e pieces of visual content that brands can add to embellish the product page.Product videos can range from marketing edits,television commercials,explanation videos,expert tutorials,user-generated video content,and more.Studies have also shown that 50%of consumerswant to see a video about a product
118、theyre interested in before deciding to purchase it.With that in mind,it is worth utilizing video content that may have been produced for across a brands channels like social media or other advertising spaces.Research from SEO experts at BrightEdge also indicates that product pages with video perfor
119、m better in Google searches a page with a video is 53x more likely to be featured on the first page of search.Videos are shopper and SEO friendly and are a reliable way for beaty brands to engage their shoppers in 2023.2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Right
120、s Reserved.27There are a few key ways that brands can identify and call-out their beauty product attributes for an easy shopping experience within the PDP.We already discussed the benefits of a visual PDP for the shopper here are our recommendations for the top visual elements that a high-converting
121、 beauty product description page should feature.An NIQ study from 2022 highlighted that only 35%of retailers in the US currently feature custom attribution on their websites.Firstly,on retailer sites that contain the functionality,using consistent and recognizable iconography across PDP pages is an
122、easy way to improve the shopper experience.Shoppers can instantly recognize if a product fits their individual needs with icons that represent specific,popularattributes,such as vegan cruelty-free and more.Two leading examples weve come across in researching this report that are effective are US Ret
123、ailer Targets At a glance Wellness Labels labelling system,and global beauty retailer Sephoras Highlight section.https:/ attributes visually 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.28As a multi-category retailer,Target features a range of Wellness
124、Icons in its website glossary,and currently features 15 different Wellness Icons across the beauty space including vegan,paraben-free sulphate-free and more.Weve already seen that these attributes are trending search terms across the United States,and Target has made it simple for shoppers to find t
125、hem from product to product.T(U.S)Visual product attribution on T(US)2023 Nielsen Consumer LLC.All Rights Reserved.29On S(US version),attribute-related icons are tailored for a beauty experience,moving beyond callouts for chemical ingredients and planet/vegan-friendly attributes,and noting the quali
126、ties,finishes and effects of products.For example,a shopper can easily identify if a product is good for acne or blemishes by noting a bright red pimple icon.Furthermore,if a shopper is looking for a shimmer finish product,Sephora has created a highlight icon that lets a shopper know instantly if th
127、e finish of the makeup is what theyre looking for.Images Sourced from S(USA),Specific product page-https:/ Brand Internal CGI Mock-ups Visual attributes on S(US)Below-the-fold rich mediaThe second type of visual communication is rich media imagery and visual product call outs on tiles and banners.Th
128、ese can take the form of carousel images that support the product feature image,or below-the-fold rich media content.Both options allow brands to add more product imagery with specific attribute call-outs for shoppers to easily find the elements they are searching for.Interactive content instantly g
129、ives your audience useful,relevant and important product information in a way that is easy to consume.By making sure your product pages contain interactive content,you are co-creating a positive user experience with your shoppers,helping them affiliate with the brand and create a strong relationship
130、.2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.30Time to get personal71%of beauty shoppers are frustrated when an experience is not personalized its time to get personal on your product pages.2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Con
131、sumer LLC.All Rights Reserved.Personalizedshopping experiences are vital for the 2023 shopper.In fact,71%of shoppers are frustrated when a shopping experience is not personalized.Creating seamless shopping experiences between product description pages is a simple as adding product recommendations th
132、at link shoppers to new products that match their criteria,or compliment the products they are exploring.On U,a US based omnichannel beauty retailer,shoppers are presented with two related product sections,Our Picks For You and another Similar Items For You section that present the shopper with two
133、levels of personalizedrecommendations.Onecompliments the product they are currently exploring and another provides alternatives.Both lead the shopper to more PDPs and products,and bothnarrow their selectionsand help to remove the possibility of being overwhelmed from the thousands of products on the
134、 website.This is a simple,but effective implementation on retailer websites to prevent shoppers becoming overwhelmed with large product selections and an over-saturation of choice.Brands need to make their products the most complete they can be to end up in the right related product sections.To star
135、t with,ensuring that product information is complete and up to date makes sure it is more likely to appear in the right spaces.31Sources:https:/youengage.me/blog/how-beauty-brands-personalize-user-experience-using-quizzes/,URecommended products 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Niel
136、sen Consumer LLC.All Rights Reserved.32One of the simplest and most effective ways to connect with a shopper is by implementing user-generated product content.This can include images,videos,reviews and more.Adding user reviews to the page can help influence shopper opinions and trust between shopper
137、s and brands.The National Library of Medicine found that overall,user reviews help shoppers to increase emotional trust and increase their confidence toward purchasing the product.When exploring product landing pages to find best-in-class examples for this report,we found that T has user-generated c
138、ontent nailed user-generated images sit alongside their product images on make-up landing pages.This showcases the products on a variety of different users and makes the shopping experience feel more personalized.Shoppers can click on a photo to find the highlighted products in the user content.It a
139、lso highlights that enriched product experiences can take place beyond the product page,spreading into the landing and home pages.Afterall,when initially searching for a category,a shopper will be taken to these pages adding in rich media,in particular these product demonstration images,are a vital
140、step in product discovery.These user-generated selfies are sourced from across social media platforms,tying in the omnichannel experience for shoppers who see these finished looks on their social feeds and are looking to recreate them.Images Sourced from TUser-generated content 2023 Nielsen Consumer
141、 LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.33Interactive content is the perfect way to keep shoppers engaged and provide tailored shopping experiences.Quizzes are simple to implement and effective in keeping shopper attention which is why 65%of significant cosmetics retai
142、lers offer interactive quizzes.*With an overwhelming amount of products available to shoppers in 2023,quizzes that consider the individual shoppers specific product needs help them to filter down to the products the need and want,simplifying the overall shopper experience.Global online beauty retail
143、er FeelU offers shoppers quizzes to match them with specific products,for example a Skin Quiz that allows shoppers to define their skin type as well as their skin goals,and attribute requirements to match shoppers with products that meet their needs.Function of Beauty is a direct-to-consumer beauty
144、brand that takes personalization one step further than the rest.Shoppers are presented with a quiz that asks them about their hair texture and hair goals,and rather than recommending products that match the criteria,Function of Beauty make a custom hair product that aligns with exactly what the shop
145、per is looking for.Shoppers can pick from a range of hair goals including,frizz-free,shiny,and more they can even select whether their product is free of fragrance,silicon,and chemicals.The bottle itself is then personalized with the shoppers name,a final bespoke touch that takes personalization to
146、the next level.Sources:*https:/youengage.me/blog/how-beauty-brands-personalize-user-experience-using-quizzes/https:/ of Beauty A personalized product experience case-studyQuizzes and custom content 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.Technology
147、 in the Beauty SphereThe Future of Personalization34 2023 Nielsen Consumer LLC.All Rights Reserved.Stuck at home with shops shut,many shoppers took to online shopping for their beauty products in the early 2020s.38%of beauty sales in 2022 continued to come from online sales.Much like every other pro
148、duct bought online,the shopper misses out on one valuable shopping experience:the ability to physically hold the item.With beauty products,particularly make-up,the ability to use samples and test products on the store floor is invaluable to the shopper experience,especially for items that require co
149、lor-matching or come in a variety of shades and colors.Some shoppers even rely on instore experts to undertake the task of color-matching for them,or simply recommending or instructing shoppers how to use a product.With the pandemic and shop closures,these experts were unavailable,and shoppers lacke
150、d the sample items needed for completing their journey to purchase.With many beauty items unable to be returned once a hygiene seal is broken,the risk to shoppers purchasing the wrong shade for their skin leads to financial loss and even product waste,perhaps detering them from purchasing products f
151、rom particular brands in the future.Even when shops have begun to re-open,the demand for sanitization during the pandemic era has continued for many shoppers,meaning they dont want to use a product sample that has been touched by many other shoppers.Enter the beauty AI/VR experience:Global beauty re
152、tailer Sephora offers a virtual artist app,that enables shoppers to try products before they buy them by either using a live AI filter,or uploading a photo to the app.A study released by YouCam Makeup,an AI make-up app provider,shows that users were 1.6x more likely to buy items after using a virtua
153、l try-on and those who did spent 2.7x more than those who didnt use the app.Mayple notes that 61%of shoppers prefer to shop with retailers who offer these AR and VR experiences,demonstrating the demand for them is high amongst beauty shoppers.35https:/ AI app shot:https:/ in the beauty-sphere 2023 N
154、ielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.36Beauty has taken even more steps beyond the physical,entering into the fully digital world of the Metaverse.Beauty industry giants like YSL,Estee Lauder,Gucci,and more have already emersed themselves full into th
155、e virtual reality shopping space.Powerhouses like Rihannas Fenty brands have also reportedly filed for trademarks connecting them to the Metaverse.Why would beauty brands want to enter this virtual space,and what are the opportunities it offers?Creating a shopping space beyond the webpage:Weve alrea
156、dy discussed the importance of AI and VR in online shopping,and the solutions it offers to a virtual shoppers inability to physically hold or test a product.Creating a digital store is another way to take the shopper on an engaging journey.Some brands have taken steps toward creating digital storefr
157、onts,for example Estee Lauder who have entered the space for their brand Too Faced,creating a 360-degree immersive garden space filled with their products for shoppers to virtually discover and walk around.The Metaverse and VR shopping is turning shopping into an experience for a shopper to fully im
158、merse themselves in,rather than just a step to purchase.A virtual reality shopping space encourages the shopper to stay longer and explore the products more in depth.https:/ in the Metaverse 2023 Nielsen Consumer LLC.All Rights Reserved.UK-based beauty brand Charlotte Tilbury is engaging fully with
159、technology and the next generation of shopper personalization.Charlotte Tilbury,which is available to shop across the omnichannel,has fully embraced AI,virtual reality and enhanced the online experiences.Experimental VR e-commerce platform Obsess has allowed Charlotte Tilbury to explore virtual stor
160、e-fronts which it named its Pillow Talk Party Virtual Beauty Wonderland,released in time for Christmas 2020.Replacing the in-store shopping experience than many missed due to isolation measures across the globe,the brand harnessed the pioneering technology to keep shoppers engaged in a new shopping
161、experience.Charlotte Tilbury also offers free 1-1 consultant appointments via video chat for shoppers who need extra help when making their purchases.Shoppers can choose from a range of consultation types including help with foundation,gifting experts to help those looking to buy a gift for someone
162、and the option to ask anything for those that have questions.The brand also offers paid sessions on their D2C site if shoppers want extra tutorials or help perfecting their make-up skills.Charlotte Tilburys ask anything sessions currently has an average 5-star rating from 368 shoppers,and the founda
163、tion experts sessions also have an average 5-star rating from 434 shoppers,indicating the service is popular amongst those it seeks to target.Publicly displaying reviews is a great way to encourage other shoppers to utilize the tool and encourages them to pursue their own personalized experience.Cha
164、rlotte Tilbury case-studyOnline consultations,virtual try-ons and virtual e-commercehttps:/ 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.38The 2023 beauty shopper is looking for a more personalized,green and clean shopping experience.It is clear that th
165、eres room to grow for both beauty brands and retailers to support shopper needs in 2023.NIQ Brandbanks investigation found billions of dollars in missed sales where brands simply hadnt called out their product attributes effectively,a mistake that can now be easily avoided for future success.E-comme
166、rce sales made up a total 38%of beauty sales in 2022 brands and retailers must ensure they are creating highly-engaging,interactive,and forward-thinking product description pagesto encourage shopper engagement.As we delve deeper into a cost-of-living crisis around the world,shoppers are now more cos
167、t-conscious,and want more transparency from the brands they are considering purchasing from.NIQ data indicates that 40%of beauty consumers would stop buying cosmetics if incomes are challenged this year,making it more vital than ever to communicate product attributes effectively.Sustainability remai
168、ns near the top of shopper priorities,and brands that fail to make positive moves towards sustainability across their product catalogue will find themselves losing out on the digital shelf.NIQ,CEW,State of the Beauty Industry Report,2023What does the online beauty landscape look like in 2023?Conclus
169、ion 2023 Nielsen Consumer LLC.All Rights Reserved.Beauty trends and shopper demands are changing rapidly and brands and retailers need to remain proactive and on top of trends.This means keeping an eye on social media trends,trending searches and popular product attributes.Ensure you have the founda
170、tion of a best-in-class product page built by starting with your data and building from there.39Beauty shoppers need to see the products they want to buy.Beauty shoppers need more visuals than other categories when shopping online.The online shopping experience removes the ability to pick up and swa
171、tch a color,so the more product images,videos,GIFs available to the online beauty shopper,the better.Providing the best-in-class shopper experience for your shoppers means getting personal.Taking measures that provide a personalized shopper experiences can increase shopper engagement,improve loyalty
172、 and convert sales.Your next stepsStay on top of trends Get visualPersonalize the shopper experience 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.Who is NIQ Brandbank?NIQ Brandbank is the leading provider of digital product content solutions enabling mo
173、re than 52,000+brands and 700+retailers and wholesalers across the globe in over 39 countries to deliver the best shopping experience by giving them the ability to capture and share rich digital product content on all channels seamlessly.NIQ Brandbanks end-to-end solutions connect shoppers to the most up to date and relevant digital product content making consumer goods more discoverable and engaging.For more information please visit:https:/NIQ.com/global/en/landing-page/brandbank/