Screens Uniquely Suited to Selling Skincare

June 2015

Skincare consumers look to screens for information and guidance.

Screen tutorials shape beauty buying behaviour

Skincare buyer to remain the dominant driver of beauty sales


Skincare is the key beauty concern and all buyers want more information.
A characteristic shared by skincare consumers in different market segments and countries is that they are more knowledgeable than ever before and, as a consequence, the most information - demanding ever.

The skincare consumer not only asks more questions but also a different range of questions than other beauty buyers because of the greater complexity of their problems and the extensive selection of solutions and brands available. The buyer must understand exactly what differentiates one skincare product and brand from another and how these specific formulations will enhance (her) skin appearance, before parting with any money.

Mobile device screens rewrite the rules of beauty retailing.
It is the beauty tutorial which is setting the benchmark for information and influencing and shaping skincare purchasing behaviour. The video tutorial has become the prerequisite for selling premium skincare products. It allows the consumer to learn about the innovative anti-ageing brands which enjoy higher profit margins. Tutorials are also crucial to selling the many different products used in complex and multi step regimes, widespread in Asian beauty cultures. Video tutorials distributed on the internet are now available 24/7 to everyone who has a smart phone or tablet.

The screen also facilitates one-on-one consumer dialogue and enables engagement with the beauty buyer. Today, skincare consumers worldwide can ask questions and get answers in real-time - when suppliers make these services available - on their handheld devices. The access to expertise, which screens deliver, has revolutionised expectations of information for, and transformed how brands are evaluated by, most consumers. Its significance cannot be overestimated. In the pre-internet and screen era, dialogue could be very effectively controlled by professionals (such as advertisers and editors ) and was limited to relatively small numbers of consumers.

Skincare remains the dominant driver of the beauty market.
People spend heavily on skincare because they want to reduce or eliminate flaws such as blemishes or signs of ageing on the all important face. This category now accounts for one third of global beauty sales and even more in many Asian countries. The skincare market can only grow and grow due to changes in consumer behaviour and demographics. Today's teenagers will shortly be tomorrow's anti-ageing skincare buyers and their use of screens will transform what and how skincare is bought.

The new screen skincare market is fully explained in our Digital Beauty: Consumer Behaviour and Market Report 2015. Contact for details