While social media and mobile connectivity are causing widespread behavioral shifts across almost all of our daily actions, one sector in which the new age of visual connectivity is having significant impact is in beauty and fashion.
These days, a growing number of people are finding new fashion items online - there are literally billions of fashion-related Pins on Pinterest, for example, and models are, increasingly, being chosen based on their social media followings because of the growing influence the platforms have over purchase behavior.
Indeed, research published by McKinsey in 2015 showed that 75% of all luxury purchases are influenced by what consumer see, do and hear online, highlighting the crucial role digital media now plays in fashion retail. Heck, even L'Oreal is advertising its latest eyeliner via Snapchat.
To get a better handle on the impact social is having on the fashion and beauty industries, Facebook analysed on-platform data, from both Facebook itself and Instagram, and commissioned Gallileo Research to cumulatively gather insights from more than 1,700 female beauty buyers aged 18-44 in the US. They've combined their research into a new infographic (below) - here are some of their key insights.
- 55% of beauty buyers use their mobile devices to explore beauty-related product information and recommendations
- 63% of beauty buyers us their mobile device in-store to find product information while shopping
- 64% of beauty buyers find inspiration for beauty looks or ideas on Instagram
- 79% of beauty buyers are interested in user reviews on social
And while the insights here are about the beauty industry specifically, they also shed some light on the modern purchase process - shoppers are becoming more and more reliant on mobile, both for at home browsing and in-store research, while people are also increasingly influenced by the individuals and brands they choose to follow online, as these are the opinions they trust.
It's worth taking note of both points when considering the "who" and "how" of reaching your target audience.
You can read the full Facebook research - "The New Mobile Primer for Beauty" here.