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Survey: Beauty shoppers flocking to Amazon

Amazon is rapidly becoming consumers’ destination of choice for beauty.

Seven out of 10 beauty shoppers (71%) say that Amazon is their top destination to purchase beauty products, according to the findings of the "Stella Rising Glimmer Report – Searching for Beauty." Other popular digital destinations for beauty purchases include (54%); (54%); (47%); and, (36%).

In addition to craving convenience — being to shop any time of the day or night (61%), and ability to find better prices online than in stores (50%), beauty product purchasers are using digital destinations such as Amazon because they offer an end-to-end beauty shopping experience.

The survey finds, for example, that two-thirds (65%) of beauty shoppers use Amazon to search for their specific brand of beauty products, and 63% use Amazon to search for a category of beauty products such as makeup. In addition, one-quarter of respondents say they use the navigation bar to find their preferred brand and product.

"Digital destinations, especially Amazon, have changed the beauty experience for consumers," says Andrea Van Dam, CEO, Stella Rising. "In addition to a wide variety of products and the convenience of services such as free shipping, consumers place a high value on the product reviews and the ability to easily and quickly comparison shop on these sites."

According to the survey, three quarters of respondents (75%) state they read product reviews; 60% read product descriptions; and, 44% look at product pictures and visit various sites to comparison shop.

Among the survey's key findings:
• Forty-one percent of respondents are planning to spend more on beauty products this year compared to last year; 50% are expected to spend roughly the same, with only 10% expected to spend less;

• Among those planning to spend more, 72% are trying to use a wider variety of products, 60% are using beauty products more often;

• Social media is the top source for learning about new beauty and personal care products (67%), followed by friends and family (50%); in-store browsing (48%); and online reviews (46%);

• Mobile devices (84%) are the most favored for researching beauty products followed by desktop/computer (51%); and, iPad/tablets (37%); and

• Nearly half (48%) of beauty consumers research and buy on the same website, with 42% research and buying on different websites; Three out of five (60%) of beauty consumers buy products on another website that offers lower shipping costs.

"The beauty industry, already disrupted by social media and the new DTC landscape, is more dynamic than ever," says Van Dam. "This seismic shift in how consumers research, recommend, and purchase beauty products has created a tremendous opportunity for independent as well as established beauty brands to connect with new generations of consumers."
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