Beauty: the customer asks for products in line with his values ​​|  Gdoweek

Beauty: the customer asks for products in line with his values ​​| Gdoweek

Portrait of a woman trying a product in a beauty shop

Sustainability is among the most considered aspects. The attention to bio is growing. Web increasingly relevant in the construction of the customer journey

Brands and products that reflect consumers’ aspirations for a healthy lifestyle, as well as their environmental and ethical concerns – that’s what people who buy beauty products are looking for first and foremost. This was reported by a recent survey by Klarnaa company operating in the world of banking, payment and shopping services.
The transparency by brands in the beauty sector is the most considered aspect: 80% of consumers say that brands should be more clear about their sustainability credentials. On the other hand, more than 7 out of 10 people (71%) research such credentials, reading product packaging more carefully when purchasing beauty items.
62% pay attention to the presence of specific certifications and labels (eg vegan approved, cruelty free) on the packaging; while more than 7 out of 10 Italians (78%) are inclined to use refillable cosmetic products to reduce the amount of waste.
Customers are also leading the trend towards organic and natural productswith 74% of respondents using organic lines, and half of these consumers doing so to reduce environmental impact.

Among the most interesting trends, the interest in customization of the offer, with 2 out of 5 beauty shoppers (42%) wishing to receive ‘tailor made’ advice for skin care. Not only that: 36% look favorably on tailor-made products.
Among the innovative services that would be welcomed by the interviewed sample, augmented reality apps (23%) and smart mirrors (17%) stand out to test the effect of make-up.

More than 1 in 3 respondents (38%) are encouraged by social media (including TikTok, Instagram and YouTube) to try out new beauty trends, especially among the younger generations (Gen Z 66% and Millennials 46%). In general, digital channels are playing an increasingly important role in building the customer journey of beauty.
In the last year, for example, Italians have carried out 2.3 million searches on Google concerning permanent make-up, as indicated by an ad hoc research by the digital & seo consulting agency AvantGrade.comcreated for the trade fair Cosmoprof Worldwide Bologna 2022. Above all, the increase in research relating to permanent make-up for eyebrows is highlighted, which carries out 84% of overall research on the topic of “permanent make-up”.
From the analysis of on Google trends, microblading (594,000 searches per year) and tattooed eyebrows (118,800) stand out. Also noteworthy are the search volumes on Google for the category concerning permanent makeup lips (272,500 searches per year) and eyes (112,000 searches). The data also shows that people use the search engine to find answers to questions about the various treatments before starting a path in a beauty center.

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