Key points included:
- Men and women engage in the space differently
- Young women are most likely to follow beauty influencers
- Influencer launches continue to resonate.
Men and women use different online sources to learn about beauty. Women are significantly more likely to visit Pinterest and beauty retailers to learn about beauty.
In addition, women rely on multiple sources for information and use various platforms depending on the information sought, whereas men are less research-driven and tend to use internet sources they are already visiting, such as social media apps (see Beauty Information Sources).
This suggests that women take a longer path to purchase than men, who value convenience and guidance over research. Brands in the BPC space can appeal to men by offering in-app shopping and incentives to drive impulse purchases.
To reach women, it’s important brands have presence on multiple platforms and offer content such as tutorials and brand information to help guide their decision making.
Written by Clare Hennigan, a leading analyst in the beauty and personal care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Beauty influencers and the power of social media continue to shape the beauty industry. While influencer collaborations with brands continue to resonate with consumers, issues surrounding trust and credibility could signal future challenges.
To alleviate these concerns, brands and influencers must adopt a more realistic and relatable approach to the category or risk losing favor among consumers.
For more information on Mintel's report, see here.
