In a sector accustomed to physical interaction, isolation dictated new rules. NOSTO found out how consumers behave and what they decide online

A NOSTO study showed that, over the past six months, 44% of consumers bought more beauty and skincare products online than in a physical store than before the lockdown began. 47% of consumers aged 31 to 35 purchased online, followed by 46% of those aged 21 to 25 and 42% of those aged 26 to 30. 56% said that when shopping online they tend to stick with the brands they bought before.

72% are motivated by free samples to try before they buy. This figure is the highest among people aged 31 to 35 (75%).

63% are loyal to brands that remember purchasing preferences and, consequently, personalize the online experience.

62% are loyal to brands that have user-generated content, such as photos of real consumers using the products. 74% of consumers are likely to shop in a store or purchase a brand that includes customer reviews on its website.

66% are driven to buy if the brand's website recommends new or relevant products that are similar to the ones they are purchasing.

Of the labels brands use to describe their products, natural (68%) and cruelty-free (65%) are the most likely to drive online purchases. 75% of buyers aged 31 to 35 are influenced by natural products and 71% of female buyers are attracted to products “not tested on animals.” 59% look for natural and organic products.

Other factors that drive brand loyalty in online consumers

That the brand offers an experience similar to an online questionnaire to recommend the appropriate products for the user's needs (58%).

Brands that use Virtual Reality and Artificial Intelligence to allow testing a product online (45%).

Brands recommended by relevant influencers and/or celebrities that users follow (44%).

Brands that offer virtual/online beauty consultations with a real person (41%).