We love shopping for cosmetics. There is something enticing in having a browse between all those new and exciting products, trying on shades and colours with your girl crew and just spoiling yourself.
For some, online shopping is an easy, convenient and time-saving way to shop. For others, it’s all about touching, feeling and testing the products before making the final decision.
What are the numbers showing?
A recent survey compared data from 2006 and revealed changes in where shoppers who prefer in-store purchasing get their cosmetics. Data has told us that the pharmacies have shown the highest rise trend, 19,1% up from 15, 1. To a lesser extent, the supermarkets and department stores are gaining popularity.
The research has also shown a decline of purchases in department stores.
The pharmacy of choice seems to be Priceline, where around 840,000 women have made their last purchase, making it the most popular pharmacy for cosmetics so far. When it comes to supermarkets, Coles has taken the number one position with nearly 600,000 women making their last purchase there, followed by Wollworths where around 565,000 women purchased last.
Michele Levine, CEO, Roy Morgan Research, says:
“The Australian (not to mention global) beauty industry is a totally different beast to what it was just a decade ago. Not only is there an increasing proliferation of niche brands specialising in everything from all-organic ingredients to specific products only—but social media has changed the way women interact with brands. Celebrities and other ‘influencers’ share their favourite make-up techniques and products via Instagram, how-to tutorials abound on YouTube, and the pressure to look good in ‘selfies’ is an undeniable factor influencing younger women’s purchases.
Add to this the rise of internet retailers such as Adore Beauty and Strawberry.com, who offer the convenience of online shopping, frequently at discounted rates, and the landscape becomes even more competitive”.
What’s the place of choice for you? Online or offline shopping world?