Influencers are a key factor in helping Generation Z make beauty purchases, but their influential power drops when it comes to all other women, Are Media’s first BEAUTYVOICES consumer survey has revealed.
Sampling beauty products is the most successful form of marketing likely to drive purchase for all women aged 18 to 74, followed by online reviews at 39 percent and magazine reviews and features (30 per cent). However, social media posts from influencers and beauty ads on social platforms influence less than a quarter (24 per cent) of all women.
When it comes to Gen Z, influencers play a more important role in the path to purchase for 18 to 24-year-olds. Four in ten (43 per cent) said YouTube videos are a key influencing platform, followed by social posts and ads (38 per cent) and influencer reviews (35 per cent).
Are Media’s BEAUTYVOICES survey questioned 3,867 women on their views around what beauty means to women, their consumption habits, marketing and advertising preferences.
Alicia Melville, head of beauty at Are Media said: “Beauty remains a key priority for Australian women of all ages and BEAUTYVOICES has been designed to provide our partners with the most current data on how women feel, what they are interested in and how they want to be engaged with.
“While influencers continue to play an important role in driving Gen Z women to make beauty purchases, the research shows that sampling and reviews are more likely to lead to buying decisions for women over 24.”
When it comes to Instagram posts, on average the best performing images likely to drive women to purchase a beauty product are packaging shots and flat lays as opposed to those which included influencers or advertising talent holding the product.
Despite a general shift towards online shopping as a result of Covid-19, just one in ten women (13 per cnet) said they made beauty purchases online, compared to 59 per cent opting to buy in-store.
Almost eight in ten women (78 per cent) said the more money they plan to spend on a beauty product, the more research they do and nearly nine in ten (88 per cent) said they were most likely to buy a product if they had sampled it first.
Are Media has recently announced its flagship beauty platforms, beautyheaven and BEAUTYcrew will be completely relaunched in 2021 to include the latest innovations in beauty technology and enhanced rewards program.
The BEAUTYVOICES survey found that 80 per cent of beautyheaven and 73 per cent of BEAUTYcrew readers had purchased a product after reading reviews on these sites.
Please login with linkedin to commentAre Media
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.
SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]