ChangeUp survey reveals what beauty shoppers want from physical stores
There’s a disconnect between beauty shoppers’ needs and the in-store experience.
The vast majority (92%) of beauty shoppers want store layouts that are clear and intuitive, according to a new report from experience agency ChangeUp, which highlights beauty shoppers’ in-store priorities. From ingredient-forward zones with natural lighting, to intuitive navigation, the study highlights how brands can turn missed opportunities into measurable growth and identifies the defining shifts that are transforming the beauty category.
“Today's beauty customers still rely on physical retail, yet feel increasingly alienated by environments that don't reflect their needs," said Lynn Gonsior, COO at ChangeUp. "Retailers have been chasing the loudest signals, and the oversight of some of their most valuable customers is costing them. Real loyalty isn't built on trend-chasing, it's built on understanding your customers."
In line with a layout that makes it clear where everything is, most (87%) beauty shoppers want to be able to find what they need without having to ask for help. In other findings, 83% say they have become more value conscious when buying beauty products.
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The study, part two of ChangeUp’s beauty report series, “Navigating Beauty Retail’s New Normal,” also reveals significant differences in consumers' satisfaction of shopping experiences across a range of retailers including Sephora, Ulta, Macy's, Walmart, CVS and more.
"Beauty retail doesn't need to be more complicated, it needs to be more intentional," added Gonsior. "When retailers start designing for clarity, confidence, and connection, they don't just fix frustrations for niche groups, they elevate the experience for everyone."
Methodology
This study was designed to represent a diverse cross-section of U.S. shoppers, balanced by age, gender, race, region and income. All 1,600 respondents regularly make beauty purchases in the physical store (at least every six months). They also purchase beauty products in the physical store from at least one of the 11 brands included in the survey.
