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1、On Beauty CareMarketingNew Year,New Insights:InMobis Audience Intelligence Report revealed some key insights into specificage and gender shopping behaviors across skincare,makeup,and haircare that will help you fine-tune your customer engagement strategies into the New Year including:Understanding c
2、onsumer decision making and where they purchaseUncovering frequency of purchase and likelihood of switching to buying in-storeor brand-directIdentifying motivators to buying in-store versus brand-directThe Most Popular Beauty Brands Purchased:Haircare:Skincare:Makeup:Big PictureAdvertising still pla
3、ys a significant rolein brand discovery:70%of consumers purchased or discovered beauty products in-store20%made their purchase from the brands website16%from a third-party website9%from a brands mobile website7%from a brands appKey Findings for Haircare:25%make brand-directpurchases because:Messagin
4、g around value,availability,and quality encourages consumers to buy brand-direct:Quality of Product:38%Price:49%Availability:40%46%of consumers tend to purchase haircare products from a store because:Price:26%Quality of products:34%Availability:32%GenZ and Millennial Males tend to purchase Dove and
5、Pantene more than any other brands.Key Findings for Haircare:35%26%14%once every six months4%once a year28%once a month13%every few weeks41%once every few monthsGenZ and Millennial Females and Males purchase haircare products more frequently than older generations:Key Findings for Haircare:There is
6、a huge opportunity for brands to drive purchases from their app or website:Younger consumers both Maleand Female are significantly more engaged with a brands apps.Males are 4x more likely to purchase via a brands website.18-34-year-olds are 10 x more likely to purchase from a brands app than older c
7、onsumers.Consumers 55+are also more likely to make purchases in-storeFemales are 10 x more likely to purchase in-store.Males are 10 x more likely to discover haircare products through advertising than Females:Key Findings for Haircare:26%look to recommendations from family/friends26%are influenced b
8、y advertising15%tend to impulse buy7%look to influencers to inform their haircare decisions40%rely on go-to products such as Pantene,Dove,and NeutrogenaKey Findings for Skincare:33%of consumersdiscover new skincare products through adsGenZ and Millennials tend to purchase the brands Dermalogica and
9、Kiehls more than their older cohorts.13%9%33%are influenced by skincare recommendations from friends/family44%of consumers ages 35-54 tend to purchase Neutrogena more than other products35%tend to purchase Gillette more than any other productFemales are 14x more likely to stick with their go-to bran
10、d than MalesPrice,availability,and quality of skincare products are reasons consumers will switch to purchasing brand-direct:Key Findings for Skincare:Quality of Products:36%Price:49%Availability:42%Price:26%42%are more likely to purchase froma store because:Availability:51%Quality of Products:32%28
11、%are more likely to purchase froma brand directly because:Key Findings for Skincare:Younger generations are significantly more engaged with skincare apps:69%of younger consumers tend to make skincare purchases in-store,while 59%prefer website or app purchases18-34-year-olds are 11x more likely to pu
12、rchase directly from a brands appDermalogica and Kiehls are significantly more likely to be purchased brand-directAges 55+are least likely to make skincare purchases from a brands website or appKey Findings for Makeup:Advertisements have a big impact on purchasing decisions:Maybelline and LOral are
13、the top purchased makeup brands20%take advice from influencers27%are guided by recommendations from friends/family34%are influenced by advertising46%of consumers tend to stick with their go-to brandsKey Findings for Skincare:New makeup discovery skews toward younger demographics:GenZ and Millennials
14、 tend to purchase from high-end brands such as Fenty and MAC more than older demographics25%22%Consumers ages 18-34 are significantly more likely to discover makeup items from influencersMales tend to purchase products such as Shiseido and Nivea significantly more than Females19%every six months11%once a year18%once a month36%every few monthsKey Findings for Makeup:16%every few weeksGenZ and Millennial Females and Males purchase makeup products more frequently than other generations:Want to learn more?Contact us at