It’s no surprise to anyone that consumer behavior has been in constant evolution for several years. Natural beauty, niche markets, personalization, and innovation are at the heart of customers’ concerns (and companies’ strategies).
At the same time, consumers no longer trust traditional advertising as much and are much more likely to research on various social networks to form their own opinions about products and draw inspiration from recommendations from friends or trusted content creators.
Table des matières
Purchasing Motivation 1: The Quest for Natural Beauty, the Rise of Clean Beauty
Over the past decade, natural beauty has positioned itself as a strong trend among consumers, translating into a desire to improve their appearance and sense of well-being, while avoiding chemical products (known pollutants or those suspected of being harmful to health), and/or those with a shocking carbon footprint.
What drives these “new” consumers? The search for authenticity and commitment from brands, and products that are natural, pure, simple, effective and focus on the essentials.
While the cosmetics industry still has a way to go, consumers (and mostly women) are clearly ready to make more “responsible” purchasing choices and turn towards brands that no longer compromise.
In this regard, the hashtag #cleanbeauty recorded 3.8 million annual searches in France on Instagram between July 2021 and July 2022 (study by Initiative Paris in collaboration with Synomia)
The awareness of the impact of the quality of ingredients in cosmetics on health and the environment is unequivocal: consumers are now actively seeking more natural but above all increasingly effective alternatives (essential oils, floral waters, vitamins, plant extracts, etc.).
This trend of natural cosmetics also reflects consumers’ desire to minimize their ecological footprint and support production practices that respect the environment and workers.
To meet this exponentially growing demand, many cosmetic companies are expanding their product range by offering specific lines of natural cosmetics (and not necessarily organic certified, a label that tends to no longer be sufficient to convince).
The promises that work? Ingredients with transparent sourcing, support for local producers, final carbon footprint, short and minimalist compositions.
Purchasing Motivation 2: The Desire for Personalized… Even Custom-Made Beauty Products
Personalization of beauty products is also a booming trend!
Today’s consumers are looking for products that allow them to express themselves individually and meet specific needs.
Feeling unique, finding the perfect shade, using active ingredients adapted to one’s skin… Personalization in the beauty sector has become a major argument for brands.
Why? Because personalization is perceived as a luxury and increases the perceived value of the product. It offers the possibility to choose formulas adapted to one’s needs, to select original fragrances (according to one’s astrological sign as with Maison Flamel) or to create personalized packaging (engraving, cords, etc). This trend highlights the growing importance of user experience and individuality in the purchasing process of cosmetic products. Brands that understand this motivation and offer personalization options or custom diagnostics establish a deeper connection with the clientele.
A telling example? Since 2009, Guerlain has offered Rouge G, a lipstick that also becomes a customizable jewel. Consumers have a choice between 40 lipstick shades and 20 different cases, for all styles. It is also possible to have the case engraved for total personalization.
As for custom-made products, they are rarer, and here, the choice is not between multiple options, but truly unlimited. This is the case with Bâton Rouge Paris, the unique concept of a lab-boutique where customers are invited to create their own lipstick from A to Z, from mixing pigments to choosing the texture and fragrance. All this, with rigorously sourced ingredients and the guidance of Make-Up Artists.
Purchase motivation 3: The search for innovation in the service of “effectiveness”
Another key purchase motivation in the cosmetics sector: consumers’ constant search for innovation. They are in pursuit of novelties, revolutionary products that push the boundaries of beauty and offer innovative solutions to their specific problems: whether through advanced formulas, the use of rare ingredients or cutting-edge technologies that promise exceptional results.
Consumers are highly attracted to brands that choose to position themselves as pioneers in the cosmetics industry, by introducing new trends, revolutionary concepts, and unique approaches. They place great importance on research and development, science, and expertise behind cosmetic products.
The result? Consumers are willing to pay the price for “innovation”, which becomes a determining factor in the purchasing process. Brands that choose to invest in research and innovation, while highlighting their technological advances and revolutionary discoveries, manage to generate interest and loyalty from consumers keen to stay at the forefront of beauty.
A telling example? Introduced in 2018, Neutrogena’s Skin360 application allows for a complete diagnosis of skin condition. From a 180° selfie, the algorithm analyzes the skin, delivers a score (taking into account blackheads, wrinkles, dark circles, etc.) and offers recommendations to adapt the person’s beauty routine.
Purchase motivation 4: Towards new sources of inspiration
The majority of cosmetics consumers primarily trust their circle: 38% of them say they are inclined to try new beauty trends based on what their friends and acquaintances recommend to them, according to the Appinio PGC – Cosmetics report.
Consumers (especially Generation Y and Z) who are interested in the cosmetics field find inspiration primarily from digital sources such as online advertisements, posts from content creators they trust, and social media posts from their acquaintances.
According to the Appinio PGC – Cosmetics report, 40% of consumers find “inspiration on Instagram for cosmetics. This social network also allows them to share their feedback on their” experience…
Conclusion? The trends are there, clear and well-known. But the real challenge is to manage to forge a path amidst the multitude of brands that take into account these 4 purchase motivations for cosmetic products…
