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Study: Beauty Consumers Prefer Mobile Devices Over Sales Associates (Photo: istockphoto)

In a few short years, the rise of smartphones has transformed the way people socialize, consume content and shop. According to market research company TNS, the average millennial spends around 3.2 hours a day tuned into their mobile device. This constant digital connection is also affecting how shoppers interact with salespeople, including beauty advisors. To better understand this new consumer behaviour in the cosmetics aisles, market research firm Mintel surveyed 2,100 US-based Internet users, aged 18 and over, for its recent Beauty Retailing US report. Here, some key findings:

So what’s the best way to appeal to digital-savvy consumers? “Brands should look to capitalize on these influential consumer advocates by giving them a voice and providing rewards for their endorsements,” advised Diana Smith, senior research analyst of retail and apparel at Mintel, in a release summarizing the new research. “Taking into consideration the fact that many consumers plan their beauty purchases—whether to replace regularly used items or experiment with new ones—positive feedback from heavy users on social platforms could encourage potential buyers to move forward with a purchase.”

Some brands are well on their way to courting these shoppers, offering on-the-go apps that enable them to access reviews or search for product details, and even virtually “try on” different looks:

Sephora to Go (photo: Courtesy of Sephora)

This iPhone app allows beauty addicts to shop, scroll the inspiration-filled Beauty Board, and scan an item’s barcode in-store for reviews, photos and how-to videos. With the app’s latest update, Virtual Artist, users can virtually try on any lip product from the retailer’s enormous range.

L’Oréal Paris Makeup Genius (photo: Courtesy of L’Oréal Paris)

This iPhone/Android app lets users “test-drive” the brand’s colour cosmetics or red-carpet makeup looks in real time, showing the product’s effects on their selfies. How the Bushy Brow Trend Is Driving Makeup Sales Study: Habits of Beauty Shoppers Decoded Study: Inside the Minds of Canadian Shoppers Study: Canadians Buying More Self-tanner, Still Not Using SPF Year-round
retailKelly ClarkFebruary 17, 2016market research, retail, Sephora, L’Oréal, app