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Facebook Beauty Shopping Study: Online Discovery's Becoming Key

Posted On: Oct 22, 2018   |   Posted By: WWD

When it comes to product discovery among young beauty consumers, makeup counters and aisles have lost a significant amount of ground to digital, according to Facebook IQ data released in a new report on Monday.
The social giant's research arm conducted a survey of nearly 1,700 female beauty consumers ages 18 to 34 and found that as much as 46 percent find new cosmetics online. For 33 percent, discovery is not just on the Web, but in smartphone apps specifically.
Shopping on phones might not be an unusual phenomenon - on the contrary, it's a way of life for a generation that came of age in the iPhone era. But unlike other types of goods, “these are products people typically want to try, smell, touch and experiment with,” Ann Mack, Facebook's director of insights marketing, told WWD.
Furthermore, once shoppers become aware of new products, more than a third assess them online as well, the study showed. Of course, that means that the vast majority of product evaluations still happen in brick-and-mortar...

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