According to US Beauty Path to Purchase, a report from Facebook IQ (a division of the company focused on research, data, and trends), both price and ingredients are very common consumer considerations when it comes to buying beauty products.
Facebook also found that 25% of beauty consumers “always purchase products with natural and organic ingredients when they are available.”
In a recent item reviewing the data on young women in particular, Facebook offers some insights and guidance for brands looking to reach personal care and cosmetic shoppers between 18 and 44 years of age.
Young Millennials
After digesting the data and analyzing interviews that Galileo Research conducted with individual beauty shoppers, Facebook suggests that the way to connect with women 18 to 24 (who are interested in beauty), is to “showcase new products ripe for experimentation and resurface old ones that this age group might have missed along their beauty journey.”
The data shows that this group of consumers is split nearly 50 / 50 between natural and adventurous makeup looks. And Facebook found they are collectively keen on these techniques and terms: “bright eyeshadow, false lashes, contouring, full brows, ombré lips, and liner.”
Millennials 25+
To connect with women between 25 and 34, Facebook advises that beauty brands, “reach out with content that’s not only compelling but also helpful, like with a tutorial about how to apply a product or a personalized recommendation targeted to a key life moment.”
33% of these women, according to the Facebook data, have “a set of go-to beauty products that I stay loyal to.” While at the same time, over 50% do make impulse beauty purchases.
Gen X
When aiming to reach women one generation on—Gen Xers between 35 and 44—the company suggests that beauty content and campaigns, “celebrate how beauty can be personal and beneficial to every woman, and showcase how cosmetics and skincare will make her feel versus how she will look.”
Many of these women, 73%, refer to magazine content for information on beauty products. And, hashtags that this group uses heavily on Instagram (Facebook has owned Instagram since 2012) include, #skin, #organic, #naturalbeauty, #naturalhairdaily, and #mani.