Ask A Beauty Advisor

Pricing and Consumer Behaviours

We asked our beauty specialists to dish on the pricing and consumer behaviours they’ve encountered since the last quarter. Here are our findings:

With rising prices on the minds of consumers today, how are your customers reacting?

When given the option between buying less expensive brands, buying smaller sized products of their favourite products, or neutral (not really impacted at all), 67% of beauty advisors noted that their customers are opting to buy a less expensive brand.

What is the overall basket size of your customers?

Out of those surveyed, 53% have noticed that the basket sizes of their customers are shrinking, meaning they are spending much less than before.

Have your customers made any of the following shifts in their beauty purchases as a result of prices?

68% of respondents told us that their customers bought an alternative national brand because of a lower price while 22% stuck with their favourite brand.

Which of the following are your customers strongly influenced by when they shop: latest trends on Tik Tok, celebrity endorsed brands, new and innovative products or ingredients, or other?

The lion share of responses were split between latest trends on TikTok and new and innovative products or ingredients. Celebrity endorsed brands didn’t matter here.

When shopping for cosmetic/personal care products, what is the most important characteristic to your consumers: price, quality, clean/natural/vegan, or trends?

We were surprised with the responses we received for this question, as quality beat out price. 40% said quality was the key characteristic they were looking for, while only 33% said it was price. The real shocker was that clean/natural/vegan came in at a low 16%