Buyer Behavior in Beauty

Like any other industry, beauty thrives on a deep understanding of buyer behaviors. This industry specifically focuses on transformation, confidence, and self-expression, making it highly emotional for purchase decisions.

Let’s look at some drivers for purchase decisions with beauty products.

Self-Image

One of the main drivers for purchase decisions is self-image. Consumers will purchase products that will help them achieve their ideal look, whether it’s to transform or just self-expression. This not only applies to the function of the product (skincare for acne, contour, etc), but also the image of a brand. For example, to achieve a luxurious image a consumer will purchase a prestige product.

Social Trends

Beauty is huge on social media. There are several macro-, micro-, and nano- influencers posting content on the latest products and makeup looks. Seeing trends go viral pushes consumers to make a purchase so they don’t miss out. 

In this world of viral trends, products are known to sell out, meaning users will quickly rush to the stores to make the purchase. Beauty brands need to react quickly to capitalize on these trends and not only boost sales but also brand awareness.

Emotional Ties

In all industries, consumers today make purchase decisions beyond the product itself. Consumers shop with brands who share the same values as them. This could be sustainability, cruelty-free, or inclusivity. 

When brands share similar values as their consumers, they build an emotional connection. Here, consumers are happy to continue shopping with the brand and repeat purchases. This is the ideal scenario for beauty brands in having loyalty among their consumers.

Understanding buyer behavior is crucial for success. By focusing on elements like self-image, social trends, and emotional ties, beauty brands can create powerful connections with consumers to not only drive sales but build loyalty.