The international strategy consulting firm AlixPartners has published a new edition of its Consumer Sentiment Index: Beauty. This study, conducted among more than 5,000 American consumers, highlights the expectations and consumption habits of the general public when it comes to beauty products.
Consumer PhD
Consumers are no longer content to simply buy a product; they want to understand what they are using. According to the report, 77% believe that information about ingredients and their benefits is essential to their purchasing decision.
This new generation of “experts no longer buys beauty, but self-care, whether it be topical treatments, dietary supplements, or connected devices.
The general public expects effective, scientifically-backed formulas that are integrated into a comprehensive wellness protocol. Transparency is becoming the new standard.
The wellness flex
The report highlights the rise of wellness in the male universe. Men’s relationship with beauty is experiential and identity-based. 77% of respondents have visited a single-brand store in the last six months, and they place more importance (63%) than women on a brand’s image.
The loyalty experience
What if loyalty systems were reinvented? According to AlixPartners, consumers prefer experiences that reinforce recognition and belonging, rather than points systems. The report recommends that brands “rethink loyalty programs by focusing on personalization, exclusivity, and relationships, rather than discounts.”
The new power influencers
Trust in mega-influencers is crumbling. 26% of consumers say they don’t trust them, while 73% consider ratings and reviews to be the most …
