Customer reviews, virtual try-on: online beauty purchases are appealing… under certain conditions

With this year's lockdowns, consumers found themselves turning to online purchasing in recent months but they haven't been buying with their eyes shut. Before going to the checkout with their virtual shopping cart, consumers look for certain guarantees including free samples, virtual try-on tools and personalized recommendations, as a new report by e-commerce platform Nosto showcases.

This survey was conducted among 2000 British and American consumers aged between 16 and 35. The report shows that 44% of respondents bought more beauty and skincare products online than in store over the past six months, compared to the pre-lockdown period. However, 56% of total consumers (62% of female respondents) acknowledged turning to familiar products and brands when buying online.

Transparency and guarantees

Choosing the perfect shade for skin tone, buying the cream that best suits a need, or making sure that a serum is effective...  Consumers look for more guarantee and advice before committing to an online purchase, which makes the e-commerce shopping experience totally different from the in-store experience. When physical stores closed due to pandemic restrictions, brands and retailers have had to be even more inventive, to make their e-shops more attractive and allow consumers to shop with confidence.

The report shows that a vast majority of consumers (74%) are more likely to buy online when the website includes customer reviews, which is often the case. Female buyers are even more likely to consult customer opinions (80%) than men.

There are other factors that can convince internet users to click buy, some of which may be surprising. For instance, receiving free samples of the product to try before purchasing it motivates 72% of respondents; 66% of those surveyed are likely to buy if the site personalizes product recommendations based on the client's searches. The use of virtual reality or artificial intelligence tools that let shoppers 'try-on' a product also encourages 45% of users surveyed.

The brand's ethical profile matters

While the covid-19 pandemic encouraged consumers to go digital, it has also made consumers think about how they consume. In the past few months, many studies have shown increasing interest in sustainable and ethical products in every sector. The Nosto report shows that the words "clean" (68%) and "cruelty free" (65%) drive online sales. However, the term "vegan" applied to skincare spurs sales to a lesser extent (41%).

This report is based upon a survey conducted by Censuswide for Nosto, between October 21 and 27, 2020, on 2000 consumers in the USA (1000) and the UK (1000), aged between 16 and 35.