Over the past few years, it's clear that women's beauty shopping habits are shifting. While 90% of beauty and personal care purchases are made in-store, how women discover and learn about beauty styles, trends, brands, and products has shifted to digital channels more and more. This is evident not only in the rise of beauty influencers across Instagram and YouTube but also in the metrics around average store visits per consumer, where traditional brick-and-mortar channels have seen declines while online channels have increased. As part of the POPSUGAR Insights study "Beauty Evolved: How Millennial Women Shop for Beauty and Personal Care," we surveyed women in the US to better understand how they shop and purchase beauty and personal care products, regardless of the channel. In our study, we defined beauty and personal care as consisting primarily of three categories: hair care, skin care, and cosmetics.
Overall, hair care shopping is a weekly event for approximately one in five millennial women, regardless of the channel. Twenty percent of millennial women shop offline at least multiple times per week for hair care products, and 19% shop online at least multiple days per week. When you expand the time frame to include a few times per month, 56% of millennial women shop offline as compared to 28% who shop online.
When it comes to how millennial women shop for skin care, 22% say they shop offline every day or multiple days per week and 16% shop every day or multiple times per week online. Expanding the view to include a broader time frame, 49% of millennial women are shopping offline a few times per month, while 31% are shopping online a few times per month.
In terms of how millennial women shop for cosmetics, 23% are shopping offline every day or multiple times per week, while 21% are shopping online over the same time period. Nearly half (48%) of millennials are shopping offline a few times per month, and 30% are shopping online during the same time period.