With COVID-19 cases dwindling in the U.S. and with more consumers venturing out, are Americans buying beauty products once again? That’s what we wanted to find out.
In February and March 2022, we polled hundreds of consumers across the U.S. using InMobi Pulse, InMobi’s mobile market research solution. As part of this research, we looked into how Americans are thinking about and shopping for beauty products.
Here’s what we uncovered:
Overall, only around a third of adults in the U.S. said they had purchased beauty products in the past 60 days. The percentage is higher for women than men (46% versus 21%), but that still indicates that fewer than half of all women are making beauty product purchases of late.
Older Americans and wealthier people are the ones most likely to be buying beauty supplies. Barely over one in four adults between 18 and 24 years old said they have bought these kinds of products recently, the percentage jumps to 39% for those between 45 and 54 years old.
Further, 38% of those making more than $75,000 a year said they had made a beauty product purchase recently, as compared to 32% for those making less than that amount.
The group most likely to be buying beauty products? It’s those that said they had bought home goods and apparel recently. Overall, 51% of those surveyed who had made an apparel purchase in the past 60 days also bought beauty products, while 65% of home goods purchasers have bought beauty products lately.
Among those making beauty product purchases recently, where do they turn to buy? More often than not, these purchases are happening in person.
Among everyone who said they had bought beauty supplies in the past 60 days, 77% of them said they made the purchase in person. And for those between 18 and 24 years old, that number jumps to 81%.
That being said, a lot of purchases are happening via digital channels. Overall, 36% of this cohort said they went online to buy. Among beauty shoppers between 25 and 34 years old, 43% shop online while 32% use a store’s mobile app.
For those selling beauty supplies to post-pandemic shoppers, how can they use this data to more effectively reach and engage their best customers? Here are our recommendations:
Interested in learning more about what it takes to reach and engage your best audiences through their favorite screen? Reach out to the mobile experts at InMobi to learn more and to launch always-on campaigns that yield real results.
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