Beauty shopping makes customers happier, new study reveals

By Becky Bargh | Published: 24-Mar-2021

Research has found that buying an eyeshadow palette can improve a customer’s mood by 62%

Beauty shoppers have got another reason to buy their favourite products online, after a study found that shopping for beauty products not only helps consumers look good, but makes them feel good too.

Participants in the study, conducted by, were asked to complete a variation of the Brief Mood Intensity Scale (BMIS) test and record the intensity of ten different emotions after making an online purchase.

The intensity of each emotion was allocated a score based on positivity, with a maximum score of 500 points per item.

According to results, shopping for an eyeshadow palette will increase shoppers’ positive emotions by 62%, while a scented candle will boost a shoppers mood by 61%.

The highest scoring commodity destined to improve shoppers disposition is a houseplant at 67%, followed closely by a games console at 66% and a pair of trainers at 64%.

“Online shopping has the ability to make us happy through several different mechanisms,” said wellbeing consultant and psychologist Lee Chambers.

“Firstly, even in a world of plenty, we are still evolutionarily designed to consider scarcity. Because of this, acquiring new items, especially when discounted or limited, tends to make us happy, the feeling we have satisfied a need and potentially averted a future threat.”

Meanwhile, Catherine Hilley, expert at, said pleasure seekers who are unable to book a holiday at the moment, can seek comfort in their online shopping.

She said: “Our research reveals how small purchases can increase customers’ emotions in a positive way, something we all need after the past 12 months.

“With an average 63% increase in positive emotions noted across all top ten purchases, it seems that shopping online for items such as houseplants, trainers and candles are sparking a lot more joy at the moment, than booking a holiday, which comes with a lot of added uncertainty.”

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