Men deemed most avid online beauty buyers

The latest market research has found that e-commerce has become the dominant channel for young male beauty shoppers.

The latest market research has found that e-commerce has become the dominant channel for young male beauty shoppers. According to Mintel, 60 per cent of American men aged 18-34 who purchase beauty products regularly, agree that buying online is more convenient than shopping in-store. This compares to 52 per cent of women of the same age group, and 41 per cent of men aged 55+.

Meanwhile, a further 37 per cent of young male beauty shoppers admitted that they were more likely to make impulse purchases when shopping online compared to shopping in-store, compared with just 26 per cent of female consumers of the same age.

"Men are a prime target for online beauty retailing as they are less likely to want to spend a lot of time browsing stores and are looking for quick, simple and convenient ways to get the products they want. Additionally, the internet allows for a level of anonymity when shopping for products that may be a bit embarrassing to shop for in person like anti-ageing or hair thinning products," said Shannon Romanowski, beauty and personal care analyst at Mintel.

Companies