Head of Beauty & Health at Google Jacqui Owens shares the search engine giant's latest research on consumer trends, search behaviour and how businesses should adapt their marketing strategies in 2022.
"If you are like me, I’m sure you will have noticed that the way you shop has changed in the last couple of years. The pandemic has accelerated changes in shopper behaviour in a number of ways, particularly when it comes to beauty.
To help retailers and beauty brands in planning for the year ahead, and to navigate continued disruption, at Google, we’ve been conducting research every six months in partnership with market research consultancy Trinity McQueen, analysing the attitudes and behaviours of 7,000 shoppers across the UK to better understand change at a consumer level.
Combining our findings with new search data, we’ve identified the sustained shifts defining the fashion and beauty industries — with the associated actions for marketers to turn these changes into opportunities.
One of the key trends, we have seen stabilise since the pandemic is that consumers are now increasingly in a constant state of discovery with the increased time spent online. No longer do