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Markets & trends

The internet is the main source for consumers to discover new cosmetics

A Teads study reveals that 90% of Brazilian women are impacted when they watch a video online advertising a beauty product.

The behavior of cosmetics consumers is increasingly digitally-based. This is what the study "Fresh Faces: The Global Beauty & Skincare study" reveals. Global media platform Teads conducted the research in partnership with Global Web Index, interviewing 5,000 women ranging from 16 to 64 years old in eight countries, including Brazil.

Jessenia Garcia, research and insights manager at Teads Latin...

Jessenia Garcia, research and insights manager at Teads Latin America

According to the study, the internet is the main source for consumers to discover new cosmetics (54%), followed by recommendations by friends and family (40%) and by professionals in stores. "The audience gets to know these products and become interested in them through digital channels. Brands need to be present in this environment", says Jessenia Garcia, senior research and insights manager at Teads Latin America.

The trend of digital consumption can be seen especially among Millennials (21 to 34 years old) and Generation Z (16 to 20 years old). "The younger generations are increasingly educating themselves on cosmetics through easy access to information online. They are a generation that learns by themselves and pays attention to every move by brands. Over 80% of Generation Z discovers new products by analyzing other consumers and 67% from online tutorials", says Garcia.

It is no surprise online videos are the most effective type of advertising when it comes to beauty and personal care products, preferred by 48% of women interviewed. According to the study, 76% of women are impacted by watching an advert on websites or social media. In Brazil, this number reaches 90%. After watching a video, many women access the brand’s website (41%). Others will search for the advertised product with search engines (37%) or read reviews (33%).

"All around the world, brands are understanding the importance of investing in online video advertising - including social media - and include this format in their media strategy", says the Teads manager. According to Garcia, online ads must be relevant and segmented, always presenting the correct content to the expected target audience.

Despite this change in behavior, the study shows that the majority of online cosmetics shopping is still done in the traditional way: in person at off-line stores. Among the consumers interviewed, 65% preferred department stores, followed by retail chains (64%), branded stores (58%) and supermarkets (38%).

"The preference for off-line shopping is because it allows consumers to test products. In our study, 83% of women interviewed said they are more likely to purchase cosmetics if they can try it first", says Garcia. "We understand that in their shopping journey, these women discover the product online, go to the store to try them on and decide if they’ll buy or not. After this, if they like the product, they’ll become loyal to it and buy it online, especially from the brands’ websites", she says.
The study also mentions how new technologies have been incorporated in the shopping process for cosmetics. Among consumers interviewed, 55% have said they are willing to use augmented technology, for example, to try on makeup. A large number of consumers, 49%, would interact with virtual consultants, getting recommendations, and 40% would use chatbots to ask questions or receive information via audio or text.

Brazilians are less wary when it comes to technology (18%). French women are the most concerned, leading the list (51%). "Based on this information, brands can develop solutions that are increasingly better for consumers", says Garcia.

Renata Martins

© 2020 - Brazil Beauty News -

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