2020 . 06 . 30
How to engage consumers now: insights for skincare brands
This article reports the most interesting results of a survey conducted with the aim of giving advice on how to engage consumers now. The 2/5 of the skincare buyers have asserted that they will not visit stores for a long time after the lockdown. In fact, only 14% of users intend to plan a visit to the store immediately after their reopening. Online sales are constantly growing and it is a trend that is temporarily not destined to slow down, in fact 52% of the people interviewed said that they will buy online much more frequently after the pandemic, especially cosmetics or beauty products. More than half of the skincare buyers live in the APAC region, while 17% are based in Europe, 13% in Latam, 9% based in North America and 5% in MEA. Interestingly, 50% of all worldwide online transactions come from China. Social media are also very important, used above all to stay up to date with current news or events (43%) or for brand research (36%). Another very strong trend is that of natural, sustainable, organic and eco-friendly products, as evidenced by some data: 67% of skincare buyers said they will try to buy organic and natural products; 64% are willing to pay more for eco friendly sustainable products.