Why Online Shopping is a Beautiful Thing

Ally Feiam By Ally Feiam | 04 Sep 2019

From Max Factor’s brand unveil in 1909 to Huda Beauty’s social media empire, the health and beauty industry has gone through serious changes. Now, health and beauty makes up nine per cent of all online purchases. But, how do you capture this audience?

The commercial beauty industry was established in the early 20th century, around the 1910s, when Mr Max Factor introduced the world to the first Western retail makeup brand in 1909. But it wasn’t until the 1920s that the likes of mascara, rouge and eyebrow pencils became a mainstream essential. Throughout the 20th century, the way the world and consumers see cosmetics has gone through rapid changes. In 1973, model Lauren Hutton, made history as she became the first ‘cover girl’ of Revlon.

Since then, trends, models and the industry itself has changed the way the world views cosmetics. Looking back, it’s incredible to see how much things have changed in the last ten or so years. In the age of digital, health and beauty have become one of the most prominent categories of online retail, making up nine per cent of all online purchases.

The latest Shopper Profile Report by Power Retail on the Health and Beauty Online Shopper has provided in-depth and meaningful insights into the Australian customer.

“The research focussed on shoppers whose last online purchase was a health or beauty product,” explained Mark Fletcher, the Insights Manager at Power Retail. The beauty of focussing on the shopper’s most recent online purchase means the details are precise in their minds. This gives us much more accurate insights compared to just asking about how they generally buy health and beauty products online.”

As money is central to online shopping, the spending patterns throughout this growing market sit below the average online shopper. Interestingly, according to the research, 40 per cent of online shoppers made a health or beauty purchase only two-six days ago. “From these recent purchases, 75 per cent of online shoppers spend anywhere from $21 to $150, with 41 per cent of them spending under $75,” Mr Fletcher said. Keep in mind, this doesn’t include delivery or insurance charges.

So, what can we learn from this report? Besides insights into the $531 billion industry, it provides retailers with a better understanding of their target audience, and how they can effectively capture these shoppers. Be sure to download the full Shopper Profile Report on Health and Beauty Online Shoppers. Inside is 30+ pages of in-depth data and insights about the average Aussie health and beauty online shopper, with findings from over 20,000 Aussies.

Take a listen to the full podcast below for a brief understanding of the report.

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