With personalised recommendations, online reviews, in-store trials and AI assistants, the French consumer’s shopping journey is becoming increasingly hybrid and fragmented.

Limited brand loyalty

Brand loyalty can no longer be taken for granted. In France, a majority of regular shoppers have recently switched to a brand they had not purchased in the previous twelve months:
• 60% for perfumes and colognes
• 59% for skincare
• 54% for make-up
As early as 2025, a Criteo report had already revealed limited loyalty and a strong appetite amongst the French for discovering new products.

Beauty purchases influenced by others

In France, the majority of shoppers say they are influenced by:
• recommendations from friends and family (39%)
• in-store trials or samples (37%)
• reviews and ratings (34%)
• search engines (27%)
• content creators (25%)
The French therefore place greater importance on in-store trials than the global average, which stands at 31.

AI: the new beauty advisor

In France, 36% of consumers use AI assistants for at least some of their beauty and personal care purchases. Of these, 57% believe that AI recommendations influence their purchasing decisions.
Globally, 40% of consumers also say they are …