In its latest report, ChangeUp (a consulting and trend agency) explores the changes taking place in the beauty retail sector in the United States. The study, conducted among more than 1,600 consumers, reveals that physical points of sale must evolve to meet new needs.
“Stores must become spaces that inspire confidence, provide clarity, and give customers control over their experience,” comments ChangeUp.
Three forces redefining the beauty experience
The study highlights three trends.
The era of influencers and dupes
59% of consumers actively seek affordable alternatives to premium products, and 70% of Gen Z and Millennials buy directly through TikTok or influencer links.
Longevity
71% of consumers read labels carefully, 69% maintain a personal list of ingredients to avoid, and just as many rely on beauty to look and feel younger.
Conscious minimalism
95% of customers prefer accessible and effective skincare products. 83% of the general public say they are more price-conscious, and 69% find the beauty offering too complex and anxiety-inducing.
New profiles
ChangeUp identifies four buyer types that represent 75% of beauty consumers and have the highest expectations in stores.
They are:
• Glow Getters: trend explorers and drivers of social commerce
• Savvy Substitutors: bargain hunters who are attentive to affordability
• Label Luminaries: health and wellness consumers, attentive to transparency and composition
• Timeless Tacticians: experienced customers, demanding effectiveness and clarity, particularly when it comes to anti-aging solutions
ChangeUp focused on two …
