纯净美妆新趋势及AI、TikTok和GLP-1药物的作用_英__21页_8mb

2025 Beauty Marketing Study Summary

Core Content Overview

The 2025 Beauty Marketing Study by Tinuiti provides a comprehensive look at the evolving dynamics of the beauty industry, focusing on consumer behavior, product discovery, and the influence of emerging technologies and trends like clean beauty and GLP-1 drugs.

Main Findings

• Spending Trends:

  • 75% of beauty shoppers are spending at least as much on beauty products as they were a year ago.
  • 32% are spending more, while 25% are spending less.
  • Gen Z and millennials are more likely to increase their spending compared to older generations.
  • Among those reducing spending, 59% buy fewer products, 41% opt for cheaper brands, and 34% shop around more.

• Impact of Price Inflation:

  • 41% of shoppers reported shopping around more due to inflation.
  • 38% purchased fewer products, and 37% searched for promotions and coupons.
  • Gen Z is more open to cheaper brands and loyalty programs for discounts.

• Product Discovery Channels:

  • Social media is the top channel for discovering new beauty products, with 38% of respondents citing it as the main source.
  • AI chatbots are less influential, with only 4% helping shoppers find new products.
  • Facebook is the most frequently used social media platform for product discovery, followed by YouTube and TikTok.
  • Gen Z prefers TikTok over Facebook for discovering beauty products.

• Influencers and Video Content:

  • 67% of beauty shoppers have bought products based on influencer recommendations.
  • 11% do so frequently, and 12% very frequently.
  • Gen Z is highly influenced by influencers, with 90% having made purchases based on their recommendations.
  • Beauty video content types: reviews (top), tutorials, and GRWM (Get Ready With Me) videos are most watched.
  • Gen Z shows strong interest in all four types of beauty videos, with GRWM videos being the most popular.

• Consumer Priorities:

  • Price is the most important factor in beauty purchasing decisions, followed by quality and brand name.
  • Clean and non-toxic ingredients are highly valued, with 75% and 77% of shoppers considering them important, respectively.
  • Environmental and organic ingredients are also important, but to a lesser extent (64% and 69%, respectively).
  • Gen Z is more concerned with health professionals, online reviews, personal recommendations, and influencers than older generations.

• Technology Use in Shopping:

  • 34% of beauty shoppers have used technology to preview products on themselves.
  • 55% of Gen Z and 69% of Gen Z expecting to purchase makeup have used such technology.
  • AR and AI usage is low, with only 7% and 16% respectively, but Gen Z is more open to these tools.

• Purchase Locations:

  • Big-box stores (e.g., Target, Walmart) are the most popular for beauty purchases, with 43% of shoppers selecting them.
  • Online destinations are also important, with 21% of shoppers buying from large retailers online.
  • Beauty retailers like Sephora and Ulta are gaining traction, especially among younger consumers.

• GLP-1 Weight Loss Drugs:

  • 23% of beauty shoppers would consider using GLP-1 drugs like Ozempic.
  • Millennials and Gen X are more likely to consider these drugs (27% and 26%, respectively), compared to Gen Z and baby boomers (around 20%).
  • Consumer attitudes toward GLP-1 drugs are largely neutral, with 25% positive and 26% negative.
  • Millennials are the most positive group, while baby boomers are the most negative.

Key Insights

• Gen Z Behavior:

  • More open to new products and brands.
  • Stronger engagement with social media, especially TikTok.
  • More likely to use filters, cheaper brands, and loyalty programs.
  • Greater interest in clean, non-toxic, and health-focused products.
  • More inclined to use technology for product preview.

• Social Media Influence:

  • Facebook remains the top platform for general beauty discovery.
  • TikTok is the preferred platform for Gen Z.
  • If TikTok were banned, Instagram and Facebook would be the most likely alternatives.
  • Social media is a growing channel for direct purchases.

• Influencer Marketing:

  • Influencers play a major role in product discovery and purchase decisions.
  • Reviews and tutorials are the most popular video content types.
  • Gen Z is more influenced by online reviews and personal recommendations.

• Future Expectations:

  • Most shoppers expect to buy about the same amount of beauty products next year.
  • Gen Z is more likely to increase their purchases than older generations.
  • The potential for tariffs could affect demand for imported beauty products.

Conclusion

The beauty industry is being reshaped by Gen Z's growing influence, the rise of social media platforms, and the increasing importance of clean beauty and health-focused products. While traditional retail remains dominant, online and social media channels are playing a more critical role in consumer decision-making. Brands must adapt to these trends by focusing on ethical and health-related messaging, leveraging influencer partnerships, and integrating technology to enhance the shopping experience.