For most shoppers in the beauty category, location is the top factor in where they choose to purchase their favorite products. In addition, they want to feel like they are getting a wide selection and variety of products to meet all of their needs at the lowest prices. It’s no surprise, then, that they choose mass retailers like Walmart and drug stores to shop the beauty category. These types of stores are likely a short drive from their home, shoppers are familiar with these stores' layouts and inventory and they know what prices to expect.
Behaviors change when we break beauty shoppers down by demographic. In our latest issue of The Checkout, we explore the differences in beauty shoppers’ needs by age and ethnic background. A few things you’ll learn in this issue:
- How Millennials, an extremely social and experience driven generation, behave differently when it comes to beauty shopping.
- African Americans have very different needs from beauty products, which leads them to look to different sources for help and research in the category.
- The importance that an overall premium experience, including products, has with Hispanic shoppers.