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1、Introduction0303Survey Methodology0407Analysis of Consumer Shopping BehaviorFactors that Drive Brand LoyaltyTop Ethical Factors that Influence Beauty and12Skincare Purchases66%of consumers will purchase ifthe brands website recommendsnew or relevant products thatare similar to what theyreshopping fo
2、r.74%of consumers are likely topurchase from a store/brandthat includes customerreviews throughout theirwebsite.Nostos 2019 research on Fashion ecommerce3 revealed consumers are now more focused on the ethical impacts of the brands they purchase from. The Beauty and Skincare industry has shown to be
3、 no exception, and we uncovered the specific ethical factors that are influencing shoppers to buy from brands in this vertical.Out of various ethical labels that beauty brands use to describe their products, clean, and Cruelty-free5 (bare the most likely to drive online purchases. ZH)f 31-35 year-ol
4、d shoppers are influenced by products labeled as clean； while iLof female shoppers are drawnThird on the list of influential factors is sustainability.overall respondents lookfor products advertised as having sustainable packaging5 and those promoted as natural and organic5.Regarded lowest on the li
5、st of influential factors are skincare products described as vegan (only 41% overall).3. Consumer Survey: Susta i nabiIity i n Fashion Reta iIto cruelty free5 products.二 All1MaleFemaleNonbinaryTrans* maleTrans* femaleAgenderPrefer not to answerAdvertises sustainable packaging (e.g. recyclable, refil
6、lable containers, etc.)59%55%62%38%58%50%67%27%Advertises that i-t is a vegan product41%38%44%38%25%0%33%27%Uses clean ingredients68%64%72%44%58%25%100%27%Advertises that it: is natural and organic59%55%63%31%42%0%67%27%Advertises cruelty-free testing/no testing on animals65%56%63%50%75%50%100%27%Em
7、phasizes inclusivity, and has products/shades that appeal to a wide variety of skin types, complexions, races, ages, and genders58%50%65%38%58%25%67%36%Emphasizes diversity in its marketing and advertising (e.g. uses models with different skin types, complexions, races, ages, and genders)54%47%60%63
8、%58%25%67%27%Percentages based on a subset of survey correspondents who are zvery likelyz and somewhat likely to purchase based on the factors presented.Percentages based on a subset of survey correspondents who are zvery likely and somewhat likely to purchase based on the factors presented.MaleFema
9、leAgenderPrefer not toNonTrans*Trans*binarymalefemaleanswerIs the least expensive54%59%50%58%0%67%27%Offers a sale, discount, deal68%79%44%75%25%33%37%Offers free shipping69%81%69%75%50%67%36%You have bought the brand/ product before66%79%63%58%25%67%45%16-2021-2526-3031-35USUKAdvertises sustainable
10、 packaging (e.g.recyclable, refillable containers, etc.)52%60%59%60%60%57%Advertises that it: is a vegan product33%49%41%40%40%42%Uses clean ingredients62%68%67%71%74%62%Advertises that 七 is natural and organic50%62%58%61%63%55%Advertises cruelty-free testing/no testing on animals58%66%66%65%66%63%E
11、mphasizes inclusivity, and has products/shades that appeal to a wide variety of skin types, complexions, races, ages, and genders52%62%58%58%60%55%Emphasizes diversity in iats marketing and advertising (e.g. uses models with different skin types, complexions, races, ages, and genders)51%60%53%53%56%
12、52%Percentages based on a subset of survey correspondents who are very likely and somewhat likely to purchase based on the factors presented.16-2021-2526-3031-35usUKIs the least expensive57%60%54%56%60%53%Offers a sale, discount, deal66%74%72%77%81%66%Offers free shipping68%76%74%80%82%69%You have b
13、ought the brand/product before67%69%75%76%80%66%Percentages based on a subset of survey correspondents who are zvery likely and somewhat likely to purchase based on the factors presented.75%71%of 31-35 year-old shoppersare influenced by productslabeled as clean.of shoppers who identify as female are
14、 drawn to zcruelty free7 products.Beauty and Skincare, like many other verticals impacted by the COVID-19 pandemic, saw a significant shift in ecommerce performance throughout 2020: from dramatic increases in traffic, conversion rate, and sales beginning in March to slight dips in these same KPIs by
15、 the end of August.1With most consumers either hesitant or unable to shop in physical stores due to closures and social distancing measures, the dependence on ecommerce is more important than ever. And in an industry that prides itself on face-to-face interactionsfrom personalized consultations to i
16、n-store product samplingthe shift to digital experiences could signal growth challenges for Beauty and Skincare brands.However, there are ways for these brands to rise above the challenge. In order to uncover new growth opportunities for the verticaql, we surveyed consumers to learn exactly what the
17、yre looking for in Beauty and Skincare ecommerce experiences.strongly disagree In the data overview, Strongly agree and somewhat agree55 have been combined to get an estimate of the percentage that agreed. The same applies to questions where consumers responded with “very likely, and somewhat likely
18、n.(16-20, 21-25, 26-30, 31-35)(Male, Female, Non-binary,Trans*Male, Trans*Female, Agender, Prefer Not to Answer)United States, UnitedKingdom)1. The State of Ecommerce: Q3 2020 ReportTo better understand shopper affinities and trends in the Beauty and Skincare industry, Nosto commissioned a survey of
19、 2,000 consumers (1,000 in the United States and 1,000 in the United Kingdom). The survey was conducted through online survey company Censuswide between October 21 and 27, 2020. In some questions, respondents were presented with a list of statements and asked whether they strongly agree*, somewhat a
20、gree5, somewhat disagree5, orMuch like theconsumers who have turned to home decor and garden projects during lockdown2, many of them have also turned to shopping beauty and skincare products from the comfort of their homes and still find value in purchasing these products. Research showed that b of
21、consumers have purchased more beauty and skincare products online vs. in-store over the last six months than they did before lockdowns began. When looking at how this trend varies between age groups, lonsumers between the ages of 31-35 have purchased online, followed by of consumers ages 21-25 and c
22、onsumers ages 26-30.While many are going online to make their purchases, openness to product discovery remains a question. bL of consumers agreed that they tend to stick with brands or products theyve bought before when shopping online rather than trying anything new.When looking specifically at how
23、 people are interacting with beauty and skincare products, factors like remote work and mask wearing have had an impact on behavior. While ，一 of consumers are more likely to use beauty and skincare products when working in an office vs. working remotely/at home, nearly 匚 of them said that they usual
24、ly put on makeup if they know theyre attending a remote video call. Meanwhile, MHpend more time applying eye makeup when wearing a mask that covers the rest of their face, and spend more time styling their hair and on their skincare routine.2. Consumer Survey: Home and Garden Goes VirtualMaleFemaleN
25、onbinaryTrans* maleTrans* femaleAgenderPrefer not to answer1 have bought more beauty and skincare products over the last six months than 1 did previously32%37%38%33%75%33%18%1 have bought more beauty and skincare products online (rather than in-store) over the last six months than 1 did previously39
26、%48%38%50%0%67%36%When shopping for beauty and skincare products online, 1 am more likely to buy brands/products 1 have used before (as opposed to trying something new) than 1 am when 1 am shopping in-store48%62%38%33%50%67%27%When shopping for beauty and skincare products online, 1 spend more time
27、researching before buying than 1 would i干 1 was shopping in-store44%60%38%42%0%67%36%1 am more likely to use beauty and skincare products when working in an office than 1 am when working remotely/at home44%57%50%17%25%33%18%1 spend more time styling my hair when 1 know 1 am going to be wearing a mas
28、k that covers most of my face36%33%25%25%50%33%9%1 spend more time applying eye make-up when 1 know 1 am going to be wearing a mask that covers the rest of my face27%37%25%17%50%33%18%1 spend more time on my skincare routine when 1 know 1 am going to be wearing a mask that covers most of my face31%3
29、6%19%42%25%33%9%1 usually put on make-up if1 know 1 am going on video calls28%50%19%25%0%33%18%Percentages based on a subset of survey correspondents who strongly agree7 and somewhat agree7 with the statements presented.16-20121-2526-3031-35usUK1 have bought more beauty and skincare products over th
30、e last six months than 1 did previously25%40%37%34%34%36%1 have bought more beauty and skincare products online (rather than in-store) over the last six months than 1 did previously34%47%43%48%44%45%When shopping for beauty and skincare products online, 1 am more likely to buy brands/products 1 have
31、 used before (as opposed to trying something new) than 1 am when 1 am shopping in-store47%60%57%55%58%53%When shopping for beauty and skincare products online, 1 spend more time researching before buying than 1 would 1 was shopping in-store40%56%54%55%54%51%1 am more likely to use beauty and skincar
32、e products when working in an office than 1 am when working remotely/at home39%53%51%54%52%49%1 spend more time styling my hair when 1 know 1 am going to be wearing a mask that covers most of my face30%39%33%34%34%34%1 spend more time applying eye make-up when 1 know 1 am going to be wearing a mask
33、that covers the rest of my face26%40%33%31%33%32%1 spend more time on my skincare routine when 1 know 1 am going to be wearing a mask that covers most of my face26%41%35%33%35%33%1 usually put on make-up if 1 know 1 am going on video calls27%39%41%44%41%39%Percentages based on a subset of survey cor
34、respondents who strongly agree* and somewhat agree* with the statements presented.While the shift to online shopping has led consumers to either take their time before committing to a purchase or exclusively buy products theyre familiar with, others are motivated by factors such as product transpare
35、ncy, personalized complementary recommendations and free samples.HERE ARE THE TOP 5 FACTORS WE UNCOVERED )74%of consumers are likely topurchase from a store or brandthat includes customer reviewsthroughout their website.Shoppers who identify as femalemake up 80% of these consumers.72%are motivated b
36、y free samples totry products before purchasingThis scored the highest amongconsumers ages 31-35 (75%).66%are driven to purchase if thebrands website recommends new orrelevant products that are similarto what theyre shopping for.Shoppers who identify as femalemake up 71% of these consumers.63%are lo
37、yal to brands who remembershopping preferences andcustomize the online experienceaccordingly.ADDITIONAL FACTORS INCLUDE BRANDS THAT: Offer an online quiz-like experience to recommend the right products for my needs (58% overall)Use VR/AI to allow me to try out a product online (45% overall) Are reco
38、mmended by relevant influencers and/or celebrities that I care about (44% overall)Offer virtual/online beauty consultations with real person (41% overall)62%like brands who have user-generatedcontent (like photos of realconsumers using the products).Shoppers who identify as female make up 80% of the
39、se consumers.MaleFemaleNonbinaryTrans* maleTrans* femaleAgenderPrefer not to answerOffers virtual/online beauty consultations with a real person41%41%31%25%75%33%9%Offers an online, quiz-like experience that recommends the right products for my needs48%66%56%50%50%33%28%Recommends new or relevant pr
40、oducts to me that are similar to what 1 am shopping for60%71%37%25%50%100%18%Sends me free samples so that 1 can try the products prior to purchase63%80%43%58%50%67%18%Is recommended by relevant influencers and/or celebrities that 1 care about43%45%50%33%0%67%0%Has user-generated content (like photo
41、s of real consumers using the products)57%67%56%58%50%33%27%Includes customer reviews throughout the website67%80%62%50%50%100%27%Uses virtual reality and/or artificial intelligence to allow me to try out a product online43%47%62%58%25%67%18%Remembers my shopping preferences and customizes my online
42、 experience accordingly61%66%31%50%50%33%18%16-20_ 21-25 _26-3031-35 us UKOffers virtual/online beauty consultations with a real person34%46%42%40%43%39%Offers an online, quiz-like experience that recommends the right products for my needs54%63%59%56%61%55%Recommends new or relevant products to me t
43、hat are similar to what 1 am shopping for57%66%69%67%71%61%Sends me free samples so that 1 can try the products prior to purchase60%71%72%75%77%67%Is recommended by relevant influencers and/or celebrities that 1 care about50%51%43%39%44%43%Has user-generated content (like photos of real consumers us
44、ing the products)59%63%63%63%66%58%Includes customer reviews throughout the website64%76%75%76%78%69%Uses virtual reality and/or artificial intelligence to allow me to try out a product online45%47%43%47%48%43%Remembers my shopping preferences and customizes my online experience accordingly57%63%63%65%67%59%