NOSTO-美容护肤电子商务的未来（英文）-2020.12-16页_1mb

Summary of The Future of Beauty and Skincare Ecommerce: Emerging Trends to Watch in 2021

Core Content

This document explores the evolving landscape of beauty and skincare ecommerce in 2021, focusing on consumer behavior, brand loyalty drivers, and ethical considerations influencing purchasing decisions. The insights are based on a survey of 2,000 consumers (1,000 in the US and 1,000 in the UK), conducted by Nosto between October 21 and 27, 2020.

Main Trends in Consumer Shopping Behavior

• Increased Online Shopping:

  • 44% of consumers purchased more beauty and skincare products online than in-store over the last six months.
  • The trend varied by age group: 47% (31-35), 46% (21-25), and 42% (26-30) of consumers made more online purchases.
  • 34% of consumers said they spend more time researching products online compared to in-store.

• Preference for Familiar Brands:

  • 56% of consumers tend to stick with brands or products they've used before when shopping online.

• Impact of Remote Work and Mask Wearing:

  • 50% of consumers are more likely to use beauty and skincare products when working in an office.
  • 40% usually put on makeup for video calls.
  • 32% spend more time applying eye makeup when wearing masks.
  • 34% spend more time on their skincare routine when wearing masks.

Key Factors Driving Brand Loyalty

The survey identified the top five factors influencing brand loyalty in the beauty and skincare industry:

1. Customer Reviews: 74% of consumers are likely to purchase from brands that include customer reviews on their website. Female shoppers make up 80% of this group.
2. Free Samples: 72% of consumers are motivated by free samples to try products before purchasing. This is highest among 31-35 year-olds (75%).
3. Personalized Recommendations: 66% of consumers are driven to purchase if the brand's website recommends new or relevant products similar to what they're looking for. Female shoppers account for 71% of this group.
4. Customized Online Experience: 63% of consumers are loyal to brands that remember their shopping preferences and tailor the online experience accordingly.
5. User-Generated Content: 62% of consumers prefer brands with user-generated content, such as real consumer photos. Female shoppers make up 80% of this group.

Additional loyalty factors include:

• Quiz-like Product Recommendations: 58% of consumers appreciate this feature.
• VR/AI Product Try-On: 45% of consumers are interested in using virtual reality or artificial intelligence to try products.
• Influencer/celebrity Recommendations: 44% of consumers are influenced by recommendations from influencers or celebrities.
• Virtual Beauty Consultations: 41% of consumers prefer consultations with real people.

Top Ethical Factors Influencing Beauty and Skincare Purchases

• Clean Ingredients: 68% of consumers are influenced by products labeled as 'clean', with 75% of 31-35 year-olds being influenced.
• Cruelty-Free Testing: 65% of consumers prefer products that are cruelty-free, with 71% of female shoppers being drawn to this label.
• Sustainability: 59% of consumers look for products with sustainable packaging or natural/organic claims.
• Vegan Products: Only 41% of consumers are influenced by products labeled as vegan.
• Inclusivity and Diversity: 58% of consumers value brands that offer a wide range of products for different skin types, complexions, and genders. 54% of consumers appreciate diversity in marketing and advertising.

Additional Purchase Factors

• Price: 59% of consumers consider the product to be the least expensive.
• Sales and Discounts: 68% of consumers are influenced by sales, discounts, or deals.
• Free Shipping: 69% of consumers prefer free shipping.
• Prior Purchase Experience: 66% of consumers are more likely to buy from a brand they have purchased from before.

Conclusion

The beauty and skincare industry has adapted significantly to the shift toward ecommerce, driven by the pandemic. Consumers are more open to online shopping but still favor familiar brands. Personalization, transparency, and ethical considerations are key to building brand loyalty, with clean ingredients, cruelty-free practices, and sustainability being the most influential factors. Brands that incorporate customer reviews, free samples, and user-generated content are more likely to attract and retain customers. Additionally, offering virtual consultations and quiz-based recommendations can enhance the online shopping experience.