“The French continue to place beauty at the heart of their spending, despite a tense economic climate,” Criteo points out.

Loyalty called into question

Only 27% of consumers say they are loyal to their favorite beauty brand. Conversely, curiosity and a willingness to explore are gaining ground: 54% of respondents have purchased a product from a brand they had never tried before in the last 12 months, up from 52% in 2024.
The trend is similar for perfume (55%) and bath products (58%).

Longer and more thoughtful journeys

The study highlights increasingly strategic purchasing behaviors:
• 71% of consumers compare prices on multiple websites
• 1 in 2 French consumers consults online reviews while in-store
“Research has become central, measurable, and omnipresent in the purchasing process,” says Criteo.

Omnichannel becomes the norm

In 2025, the purchase of beauty products will naturally move from one channel to another. Consumers will navigate between digital and physical. 52% of French people search online before buying in-store, while 50% continue to prefer in-store purchases.
“Omnichannel is no longer a trend but a standard that now structures the entire value chain,” notes Criteo.

Generational differences

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