Online sources rise in influence for beauty shoppers

An increasing number of women are relying on online information when looking to buy anti-ageing facial skin care products, a new NPD study reveals.

An increasing number of women are relying on online information when looking to buy anti-ageing facial skin care products, a new NPD study reveals. While samples and product recommendations from friends and family remain key purchasing influencers for women, online sources made a particularly strong impact in 2012.

Last year, 58 per cent of women admitted that information found through online searched influenced their decision to buy facial skincare products. This compares to 52 per cent in 2010.

In addition to online information, more women admitted to acquiring new knowledge through social networking sites like Facebook and Twitter (21 per cent) and blogs (19 per cent) as compared to two years ago.

"Success in the anti-aging skincare category is largely governed by product efficacy perceptions," said Karen Grant, vice president and senior global industry analyst, The NPD Group. "Women are willing to pay for products that they believe work. Effective products tend to generate buzz that leads to positive word of mouth as well as online chatter with regards to reviews and blogs that serve as key influencers. As an industry we want to continue to innovate and create products that address the wide variety of aging concerns for women of all ages and ethnicities."

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