Beauty / news
Beauty Shoppers Want In-Store Trial and Brief Guidance, Adviser Survey Finds
A Beauty Barrage survey of 400 field advisers shows that the inability to try products in-store is the top frustration for beauty shoppers, while TikTok dominates brand discovery. Most shoppers prefer short, helpful guidance over high-touch consultations.
Beauty Barrage, a field sales company working with retailers including Sephora and Ulta Beauty, surveyed 400 members of its field team on the state of beauty shoppers today. The findings highlight in-store trial and short-form video as central forces in the purchase journey.
Among the key findings, 76.4 percent of brand advisers said the biggest frustration for beauty shoppers is being unable to try a product in-store. More than 67 percent of advisers named TikTok as shoppers' main source for brand and product discovery.
Roughly 75 percent of advisers said consumers most often want brief, helpful guidance rather than a high-touch consultation or receiving no assistance at all while browsing.
"The path to purchase may begin on TikTok, but beauty retail still comes down to a person standing in front of a product and deciding whether it is right for them," said Sonia Summers, founder and chief executive officer of Beauty Barrage. "That decision gets easier when shoppers can try the product and get a clear, credible answer."
The report indicates that beauty retailers such as Sephora and Ulta Beauty can leverage beauty advisers to generate sales. It arrives as e-commerce gains momentum, with NIQ data referenced in the coverage showing U.S. consumer shifts.