The evolution of purchase habits in terms of cosmetics influences the advertising strategies of brands. Mobsuccess, Advertising technology that unifies media, Data and IA, relied on the figures for a study by the Yougov Institute on consumer behavior and motivations in order to draw what the future of digital advertising will be in the beauty sector.
For cosmetics brands, women under 35 are positioned as an essential target. According to the study, They are 67 % to consider purchases via a mobile application, thus exceeding 23 points the intentions of the general population. It is mainly loyalty programs that motivate their use of these applications ; indeed, 40 % of women under the age of 35 adopt them to benefit from the points and other exclusive gifts, In front of fast deliveries (38 %) and access to special promotions (37 %). Regarding the criteria that influence their purchases, authentic testimonies and visual evidence of the effectiveness of products predominate by each reaching 49 %. But if the youngest is a privileged targets, Women 45 and over are not to be ignored and constitute a pool of opportunities for brands. Although less willing to use mobile applications, They are 35 % to consider adopting them by citing access to exclusive offers, 29 % for payments safety and 28 % for loyalty programs.
Social networks, A channel that grows
Over time, Social networks have established themselves as the place to consult opinions, testimonies and discover new trends. Et, Contrary to what one might think, Facebook remains the reference channel for more than three in four women who continue to use it, With a more marked appeal to women 35-44 year olds (79 %). To young people (Men and women combined), The only platforms capable of competing are Tiktok and Instagram. Instagram even exceeds Facebook in 18-24 year olds (67 % against 64 %). As for the Chinese giant Tiktok, Despite a significant media notoriety, It is only acclaimed by 29 % of French women. However, If 59 % of 18-24 year olds have an account, This figure drops to 44 % among 25-34 year olds and still regresses as age increases. Finally, Facebook, The YouTube video platform retains strong attractiveness with all groups, strengthen its role as informative and engaging content channel.
Authenticity -based advertising strategies
The data collected by this study makes it possible to define expectations and uses, in order to define the contours of adapted advertising strategies, able to generate conversions. Whatever the age group of targeted audiences, Content remains one of the main factors that influences interest. While the youngest will be sensitive to authentic testimonies and the possibility of seeing the concrete results of the products, the others will be more reassured by expert advice and information on the quality of the articles. These expectations are to be put into perspective with the distribution vectors of this content in order to pass the right information in the right format. for example, To reach the 18-34 year old generation on its favorite channels that are Instagram and Tiktok, Brands must adopt the codes of these platforms and be able to deliver a message in a short video. Putting online a traditional advertising film will not be enough. On YouTube on the other hand, Where the formats are a little longer, Collaborations with influencers capable of producing tutorials will be more relevant.
Applications mobiles : the asset of fluidity
The study also highlights the increasing place that mobile applications take, especially among the youngest generations. Mathematically, This place should further expand in the future and should push brands to invest in such solutions. To satisfy the French, Brands will have to bet on the user experience, which should be as fluid as possible, but also on security, especially payments. Finally, If we refer to customer aspirations, Applications would be a privileged distribution vector for marketing content, Whether it is advertisements or exclusive promotions. But despite young consumers who are very active online, The physical store remains the number one distribution channel. By betting on digital, Brands should therefore not neglect the traditional shop, But on the contrary tackle to implement strategies leading to the store.
