Press release
London, 11th November 2024: New research by leading digital content agency, Greenpark found that 83% of consumers have bought skincare products after an online search. The survey shows similarly high conversions for make-up (80%) and haircare (76%), demonstrating the power of online search as a sales driver in the beauty and personal care industry.
Although Google continues its dominance as the primary search engine, used by 57% of consumers, YouTube is rapidly gaining ground with 45% of respondents choosing it as their first choice. Instagram (39%), Facebook (35%) and TikTok (33%) also emerged as key players in the beauty search landscape.
The consumer insights captured reveal distinct preferences among different generations when searching for products and information. Gen Z shoppers are likely to search on TikTok (58%) and YouTube (55%). Millennials tend to use Google (55%), followed by YouTube (50%) and Instagram (48%). In contrast, Gen X shows a clear preference for Google, with 64% choosing this platform for their searches. These trends highlight the key platforms where brands should focus their marketing efforts for each demographic.
In addition to these trends, respondents revealed they looked for a variety of content when searching for beauty products. When examining the types of content people seek on various channels, the data shows that 47% turn to Google for information about different products. For tips and hacks, TikTok is the leading choice at 35%, followed closely by Instagram at 31%. YouTube is the preferred platform for product reviews, with 30% of users choosing it for this purpose.
The survey also reveals that 10% of respondents are now trying AI chatbots, such as ChatGPT, for beauty-related searches, with men (15%) significantly more likely than women (6%) to engage with this technology. Although AI is in its infancy, there is a growing interest among consumers for the technology and brands must consider integrating it into the beauty search experience, to deliver personalised and efficient results.
Sam Barker, Head of Omnichannel Search & Insights comments:
Consumer search behaviour has shifted. Traditional search methods are no longer easily defined with the rise of search in social media and AI technologies. This survey is a clear signal that brands must recognise the opportunities presented by social search and cross-channel engagement. This isn’t just a trend in beauty, we are seeing a rise in omnichannel search behaviour across sectors.
Future of Beauty report for Makeup, Skincare and Haircare releasing soon. Join the waiting list for exclusive access.
Featured in CosmeticsDesign Europe, Direct Commerce, Retail TouchPoints, MEDIASHOTZ, Roastbrief, and Mad Tech.
