Women use the web to influence beauty buys

New research has revealed that young women are increasingly relying on the internet to inform their C&T purchasing decisions. A study by Mediaedge:cia’s MEC MediaLab, using its online research method DigiFaces, surveyed 18-24 year old women from 11 countries. Efficacy was found to be the key factor in purchasing C&T products and the best, most independent source of this information was revealed to be online, thanks to the postings of other young women.

The study revealed four key findings: that internet users are consulting more product-review sites for unbiased information; that traditional advertising alone may not drive purchase; that untrue claims by brands will be exposed by the volume and speed of reviews; and that C&T companies must not over-pitch their products in adverts for fear of damaging both the brand and sales.

The research also revealed that, despite the increased role of the web, young women still prefer to experience a product before a first-time purchase and that unhelpful, pushy or uninformed sales assistants can still put off a potential buyer.

“Health and beauty brands must take heed of this shift and not over-promise and under deliver,” advises Damian Thompson, global director of consumer insight at MEC MediaLab. “They must consider how they use online tools, and marketing and in-store activity to best present their products and engage their customers.”