Why beauty brands need to revamp customer journeys

by | Sep 3, 2020 | Marketing, Public Relations

New research from performance marketing agency Tinuiti offers insight into how the beauty industry continues to see growth, amidst the financial and economic challenges caused by COVID-19. The firm’s new survey generates a snapshot of current beauty spending and preferences—providing guidance for sellers not only through the current pandemic, but moving forward into 2021 and beyond.

The newly released study, 2020 Beauty Industry Trends Report, reveals valuable insights to help inform the marketing strategy of beauty brands. Key findings include:

Why beauty brands need to revamp customer journeys

  • When browsing and buying online, 49 percent of respondents prefer to use mobile devices—a 24 percent increase compared to 2019
  • 63 percent of consumers say that brands need to do better when it comes to reflecting their customers’ unique beauty needs

Why beauty brands need to revamp customer journeys

“2020 is the year of the ‘Super Spenders’—we saw a 45 percent jump in shoppers who spend over $50 a month on beauty products,” said Dalton Dorné, chief marketing officer at Tinuiti, in a news release. “It may surprise people that men make up nearly 40 percent of this group. As this audience becomes increasingly diverse and valuable, beauty brands have an opportunity to evolve and connect with this audience in more meaningful ways.”

What diversity and inclusion efforts would you like to see more beauty brands implement? (Select all that apply.)

Why beauty brands need to revamp customer journeys

The study also takes a deeper look into which sub-verticals are booming, where people are buying (online marketplaces vs. stores) and how they’re buying (for example, the rise in mobile browsing and subscription boxes).

Download the full report here.

In April, Tinuiti surveyed over 2,000 consumers aged 18-65 about their beauty shopping habits.

Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 17 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richard.carufel@bulldogreporter.com; @BulldogReporter