Toluna Research Shows Augmented Reality, Sustainable Packaging and Natural Ingredients Drive Purchase Intent for Beauty Brands

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Research from leading on-demand insights company gauges US and UK consumer opinions, interest, and awareness of beauty products and trends

Toluna, leading provider of consumer insights for the on-demand economy, today released new consumer research on beauty products and trends. Based on data gathered from Toluna’s QuickSurveys platform, the research provides marketers and insights professionals with a comprehensive view of US and UK consumer adoption, purchase behavior, awareness and use of emerging technologies, category preferences, marketing influence and engagement, and factors affecting loyalty with beauty brands.

Beauty is a wide-ranging industry, encompassing brands that offer products across multiple categories. For this research, Toluna defined beauty as four main categories including: cosmetics, fragrances, hair treatments, and premium skin care products. Additionally, the research explores the rise of beauty brands offering customizable products (e.g. Curology, HelloAva, Proven), and a number of factors that influence consumer-decision making (e.g. augmented reality technology to preview beauty products, sustainable product packaging, and the use of all-natural ingredients).

Highlights from Toluna’s beauty trends research include:

Widely Popular Products

  • Cosmetics (e.g. makeup, nail polish) have been purchased by the largest segment of consumers (80% of US and 71% of UK consumers).
  • Fragrances, hair treatments, and skin care products trail behind, purchased by 40-56% of consumers.
  • Roughly a third of consumers purchase or may purchase customizable beauty products, with cosmetics leading the group in this segment also.

Influence of Technology

  • In the US, of the percentage of consumers that utilized augmented reality (AR) tech to preview beauty products, 71% said it led them to make a purchase. In the UK, this was even higher at 81%.
  • 67% of consumers engage with beauty brands online in several capacities (e.g. surveys, social media, consumer testing).
  • The majority of consumers (82%) still purchase beauty products in stores as opposed to online or through an app.

Driving Consumer Purchases

  • 51% of consumers in the US and 52% in the UK stated they are more likely to purchase from beauty brands that offer all-natural ingredients.
  • 66% of UK and 57% of US consumers said they would be more likely to purchase from a brand that offered recyclable and sustainable packaging.
  • Many consumers expressed that their views towards beauty have changed over time, and they now favor a “more natural” look.

About Toluna’s Beauty Trends Research
Toluna surveyed 1,000 US and 1,000 UK consumers between the ages of 18 and 55+ about their usage and opinions around beauty brands, products, and trends. Beauty was defined within the categories of cosmetics, fragrances, hair treatments, and premium skin care products. Consumers were asked to self-identify in terms of their adoption of new products and services modeled after Everett Rogers’ five consumer types including Innovators, Early Adopters, Early Majority, Late Majority and Laggards.

About Toluna
Toluna provides consumer insights designed to empower success in today's on-demand, global economy. Powered by the perfect fusion of technology, expertise, and the largest global community of influencers at the ready, Toluna delivers rich, reliable, real-time insights to individuals, and companies of all sizes.

Our automated consumer insights platform, TolunaInsights™ underpins everything we do. Clients can access the platform directly, leverage Toluna’s managed services, or create fully-customized digital consumer insights programs via our engineered services.

Toluna is committed to promoting Insights on Demand, an entirely new way for businesses to obtain insight and understand constantly shifting consumer sentiment and taste in the on-demand economy. Toluna is a founding member of the Insights on Demand Consortium, a multi-lateral group that's advancing the principles and adoption of Insights on Demand. The company has 24 offices globally spanning Europe, North America, South America, Asia Pacific, and MENA.

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Nicole Peinado