{"id":8963,"date":"2021-09-30T08:00:00","date_gmt":"2021-09-30T16:00:00","guid":{"rendered":"https:\/\/www.rangeme.com\/blog\/?p=8963"},"modified":"2023-11-12T22:13:06","modified_gmt":"2023-11-13T06:13:06","slug":"in-a-digital-world-todays-beauty-consumers-are-shopping-smarter","status":"publish","type":"post","link":"https:\/\/www.rangeme.com\/blog\/in-a-digital-world-todays-beauty-consumers-are-shopping-smarter\/","title":{"rendered":"In a Digital World, Today\u2019s Beauty Consumers Are Shopping Smarter"},"content":{"rendered":"\n

Last year was the year of self-care. Due to COVID-related restrictions, many retail stores, spas, and beauty salons were shuttered, and we all were forced to take care of our beauty needs at home. We colored our own hair, did our own manis and pedis, and developed our own home spa regimens.<\/p>\n\n\n\n

We also turned to digital media as our primary source of education, devouring blogs, podcasts, live streams, and social media posts for information on skin, bath, cosmetics, and other beauty topics. At the same time, many doctors, dermatologists, and beauty professionals also moved online to provide us the info we needed. <\/p>\n\n\n\n

During the pandemic, I myself listened to a ton of podcasts on health and wellness, and along the way, learned about the skin\u2019s microbiome, which led to me paying much more attention to the ingredients in the products I use on it.<\/p>\n\n\n\n

I certainly wasn\u2019t alone. According to the dozen buyers I spoke with during ECRM\u2019s Skin, Bath, Cosmetics and Natural Beauty Program<\/a>, today\u2019s consumers\u2014armed with this newly acquired digital knowledge\u2014are more educated than ever before about the products they put into and onto their bodies, and this is changing how they shop and what they buy.<\/p>\n\n\n\n

A stronger focus on ingredients<\/h2>\n\n\n\n

One result is a much stronger focus on ingredients; what these ingredients are, where they come from, and what functions they perform are front-and-center in consumers\u2019 minds now as they shop for beauty products. <\/p>\n\n\n\n

\u201cEveryone has had more time to do their own research,\u201d says Diana Gumbs, Category Manager, Everyday Bath, Skin & Sun for Wakefern<\/a>. \u201cBecause of this, many consumer purchases are very ingredient-driven. They are looking for products with retinol, hyaluronic acid, and aloe vera, for example, and are searching for websites and social media to find this information. Our beauty advisor program is now digitized to provide an additional resource for these consumers.\u201d<\/p>\n\n\n\n

While shoppers are seeking out products with functional ingredients, they are also very aware of ingredients that may be potentially harmful, and products with cleaner ingredient panels are increasingly in demand. Also popular\u2014particularly among younger consumers or those with stacked households that span generations\u2014are multifunctional products such as moisturizers with SPF protection, shampoo\/conditioner combinations, or all-purpose bars of soap. (I myself am partial to the all-in-one soap and shampoo bars that take care of all my shower needs in one product!)<\/p>\n\n\n\n

Because of this, buyers say it\u2019s more important than ever for brands to have callouts of these ingredients on their packaging, in their ads, and on signage at the shelf to help direct shoppers to products with the ingredients they are looking for. <\/p>\n\n\n\n

TikTok, Hyram and the mad dash for CeraVe<\/strong><\/h2>\n\n\n\n

Not surprisingly, social media is where many consumers are turning to learn about ingredients in beauty products. During the program, just about every buyer I spoke with mentioned Hyram and how he single-handedly was responsible for clearing store shelves of CeraVe products from his TikTok posts. <\/p>\n\n\n\n

\"Skincare
Skincare by Hyram reviewing Cetaphil versus CeraVe<\/figcaption><\/figure>\n\n\n\n

The person they are referring to is Hyram Yarbro, whose TikTok account, @skincarebyhyram<\/a>, has millions of devoted followers who purchase products based on his recommendations. In a CNN article about Yarbro<\/a> (who is now a paid ambassador for CeraVe), he said, “The assumption is that Gen Z is focused on color, scents and visual aesthetics of makeup. But they are really into their health, skincare and researching the ingredients that go into products.”<\/p>\n\n\n\n

TikTok has become an essential source of information for beauty consumers, but Instagram, YouTube and Facebook also boast their share of mega-influencers. However, you don\u2019t necessarily need a giant like Hyram or a Kardashian to move products off the shelves. In many cases, micro-influencers (or \u201cskinfluencers\u201d) can be more effective. (Click here to see a recent RangeMe post<\/a> about how brands can leverage TikTok to grow their business.)<\/p>\n\n\n\n

Micro-influencers typically have between 10,000 and 50,000 followers on social media platforms, and usually focus on a specific area of interest. \u201cMicro-influencers tend to be much more engaged with their following,\u201d says Taylor Carney, Assistant Buyer\u2013Skincare, for Burlington Stores<\/a>. \u201cConsumers trust them because they have a closer connection. They\u2019ll educate their followers about ingredients, teach people how to read the ingredient panels, and how to use the products, and they often respond directly to followers, something that\u2019s difficult to do when you have an audience of millions.\u201d<\/p>\n\n\n\n

With Burlington’s Taylor Carney and Magill Kurts<\/em><\/strong><\/p>\n\n\n\n

Sustainability and social responsibility<\/strong><\/h2>\n\n\n\n

Along with this increased knowledge consumers now have of products and ingredients comes an interest in the social responsibility practices of those companies behind the products. They want to know that the products are made in a sustainable manner, using minimal packaging or recycled materials in the packaging. They want to know that animals weren\u2019t harmed in the development of the products. They want to know that workers throughout the products supply chain were treated fairly, and they are seeking more products from diverse suppliers. <\/p>\n\n\n\n

Indeed, supplier diversity in itself has seen tremendous interest among retailers. Earlier this summer, more than 640 buyers met with 485 brands during ECRM\u2019s Diversity Week<\/a>, which included programs for diverse and minority-owned suppliers across food and beverage; general merchandise; and health & beauty care categories. More than 3,800 curated meetings were held on the ECRM Connect platform across the three programs. <\/p>\n\n\n\n

Getting the message out with certifications<\/strong><\/h2>\n\n\n\n
\"\"<\/figure>\n\n\n\n

One of the best ways to let consumers (and buyers) know that your brand and products check all of the boxes in which consumers are interested in by certifications. As RangeMe noted in a blog post on the topic<\/a>, getting certified is a way brands can set themselves apart from other suppliers in the retail industry. And as consumers\u2019 shopping behaviors change and they become more aware of what these certifications mean, they search for products with familiar labels and icons.<\/p>\n\n\n\n

Certifications are important to buyers, too, as they want to align their assortment with their consumer\u2019s values and provide them with the products that support them. As shoppers seek more eco-friendly, cleaner, cruelty-free products, as well as products from diverse-owned suppliers, certifications are a powerful way of letting them know that a brand\u2019s products meet those criteria.<\/p>\n\n\n\n

Moving forward: a greater focus on self-care<\/strong><\/h2>\n\n\n\n

While the salons may be opening up now, the combination of increased product knowledge and newly developed self-care routines consumers have implemented over the past year\u2014not to mention cost savings from them\u2014will likely result in them continuing at least a good portion of these home beauty regimens long after the pandemic passes.<\/p>\n\n\n\n

They will also have a much more integrated view of health and beauty care when making product decisions, a trend that was around prior to the pandemic that was greatly accelerated over the past year.<\/p>\n\n\n\n

\u201cThe past year has definitely led consumers to view health and beauty much more synergistically than they have in the past,\u201d says Siobhan Williams, Category Manager\u2013Skin Care, Hand & Body Lotion for Bed, Bath & Beyond<\/a>. \u201cMoving forward, self-care is going to be a regular component of their beauty regimen.\u201d<\/p>\n\n\n\n

Siobhan Williams and Jenny Berrio of Bed, Bath & Beyond<\/em><\/strong><\/p>\n\n\n\n

Those buyers and brands looking to maximize engagement with these consumers would do well to provide educational resources, products with the right mix of functional and clean ingredients, and strong clear messaging about these products\u2019 benefits\u2014essentially, becoming a \u201cskinfluencer\u201d of your own!<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Learn how consumers are much more knowledgeable about ingredients in beauty products than ever before and why this is critical for CPG sales.<\/p>\n","protected":false},"author":47,"featured_media":8965,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[481],"tags":[1350,2300,2557,2564,476,2563,38,471,270,37,259,36,30,32,44,2561,2560,2558,2059,2566,2565,1147,2562],"class_list":["post-8963","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-trends","tag-beauty-industry-trends","tag-beauty-ingredients","tag-beauty-labels","tag-beauty-sustainability","tag-beauty-trends","tag-cerave","tag-consumer-goods","tag-consumer-packaged-goods","tag-consumer-trends","tag-cpg","tag-ecrm","tag-innovation","tag-rangeme","tag-retail","tag-retail-trends","tag-self-care-2","tag-selfless-by-hyram","tag-skincare-by-hyram","tag-skincare-trends","tag-skinfluencer","tag-social-responsibility","tag-tiktok","tag-wakefern"],"yoast_head":"\nIn a Digital World, Today\u2019s Beauty Consumers Are Shopping Smarter - 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Prior to this, he spent 14 years as an editor with Progressive Grocer magazine, and has also written for trade media brands including Chain Drug Review, Convenience Store News, Drug Store News, FoodService Director, The Gourmet Retailer, MMR, Retail Leader and Store Brands Magazine.","sameAs":["https:\/\/www.instagram.com\/tarnowskijoseph\/","https:\/\/www.linkedin.com\/in\/tarnowskijoseph\/","https:\/\/x.com\/tarnowskijoseph"],"url":"https:\/\/www.rangeme.com\/blog\/author\/joetarnowski\/"}]}},"_links":{"self":[{"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/posts\/8963","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/users\/47"}],"replies":[{"embeddable":true,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/comments?post=8963"}],"version-history":[{"count":5,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/posts\/8963\/revisions"}],"predecessor-version":[{"id":12611,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/posts\/8963\/revisions\/12611"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/media\/8965"}],"wp:attachment":[{"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/media?parent=8963"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/categories?post=8963"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/tags?post=8963"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}