New research by digital content agency, Greenpark found that 83 per cent of consumers have bought skincare products after an online search. The survey shows similarly high conversions for make-up (80 per cent) and haircare (76 per cent), demonstrating the power of online search as a sales driver in the beauty and personal care industry.
Although Google continues its dominance as the primary search engine, used by 57 per cent of consumers, YouTube is rapidly gaining ground with 45 per cent of respondents choosing it as their first choice. Instagram (39 per cent), Facebook (35 per cent) and TikTok (33 per cent) also emerged as key players in the beauty search landscape.
The consumer insights captured reveal distinct preferences among different generations when searching for products and information. Gen Z shoppers are likely to search on TikTok (58 per cent) and YouTube (55 per cent). Millennials tend to use Google (55 per cent), followed by YouTube (50 per cent) and Instagram (48 per cent). In contrast, Gen X shows a clear preference for Google, with 64 per cent choosing this platform for their searches. These trends highlight the key platforms where brands should focus their marketing efforts for each demographic.
In addition to these trends, respondents revealed they looked for a variety of content when searching for beauty products. When examining the types of content people seek on various channels, the data shows that 47 per cent turn to Google for information about different products. For tips and hacks, TikTok is the leading choice at 35 per cent, followed closely by Instagram at 31 per cent. YouTube is the preferred platform for product reviews, with 30 per cent of users choosing it for this purpose.
The survey also reveals that 10 per cent of respondents are now trying AI chatbots, such as ChatGPT, for beauty-related searches, with men (15 per cent) significantly more likely than women (6 per cent) to engage with this technology. Although AI is in its infancy, there is a growing interest among consumers for the technology and brands must consider integrating it into the beauty search experience, to deliver personalised and efficient results.
Sam Barker, head of omnichannel search & insights at Greenpark comments: “Consumer search behaviour has shifted. Traditional search methods are no longer easily defined with the rise of search in social media and AI technologies. This survey is a clear signal that brands must recognise the opportunities presented by social search and cross-channel engagement.
They need to seize this evolving opportunity. Using rich audience insights from holistic search data to adapt their strategies with an omnichannel search approach, brands can capture consumers on a range of platforms leveraging the power of informative content to drive conversion. This isn’t just a trend in beauty, we are seeing a rise in omnichannel search behaviour across sectors.
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