Snapchat has released a comprehensive report on evolving beauty shopping behaviors, offering brands critical insights into how modern consumers discover and purchase beauty products. The study, conducted with WPP and Ipsos, surveyed 9,000 consumers to identify five key trends transforming the beauty industry landscape.
Technology Drives Purchase Decisions
Despite economic pressures, beauty shoppers demonstrate strong engagement with new products and trends. While 65% wait for promotions, 67% have tried new beauty products in the past year, and 66% remain open to emerging trends. Snapchat users stand out as trendsetters, showing 1.3x higher likelihood to explore new trends and 1.5x greater inclination toward premium brands.
Technology plays an increasingly central role in purchasing decisions. The report reveals that 40% of beauty buyers rely on AI recommendations, with daily Snapchatters 2.4x more likely to use technology in their personal care purchases. Additionally, 9 in 10 shoppers indicate social media significantly influences their beauty journey, while immersive content like AR experiences drives further interest.
Social Proof and Personal Recommendations Matter
Personal relationships remain foundational to beauty purchases, with 93% of consumers reporting that friends and family influence their buying decisions. Daily Snapchatters prove particularly engaged, showing 1.6x higher likelihood to discuss beauty purchases with their social circles via platforms.
Beyond personal connections, creators wielding expert status and product reviews wield considerable influence. These findings underscore that successful beauty marketing requires balancing paid media, influencer partnerships, and peer recommendations to effectively reach younger, affluent audiences increasingly defining the beauty market.