How brands can capitalize on e-commerce trends in beauty, health and personal care

The Covid-19 pandemic has led customers to embrace online shopping, especially in beauty, health and personal care. As department stores, supermarkets and drugstores have been forced to close, more customers have started purchasing these products through e-commerce sites than ever before – and there are no signs of slowing down. The online share of sales in the health and beauty sector is expected to increase from 16.5% worldwide in 2020 to 23.3% by 2025.

In September 2021, Ideoclick surveyed more than 2,000 consumers who had previously purchased beauty products (eg makeup, nail polish, etc.) and health and personal care products (eg, prescription drugs online) online. colds and flu, vitamin supplements, etc.) year to learn about the latest trends in shopping behavior, from the impact of social advertising to the influence of online reviews and more.

One thing that is clear from the survey results is that consumers are increasingly comfortable buying items online that they have traditionally bought in stores, such as makeup, medicine and hair care. Our results indicate that most consumers buy these products online (67% for beauty and 80% for health and personal care).

Here are some of the top ecommerce trends we’ve uncovered, along with tips on how brands can capitalize and deliver the online experience their customers demand:

Social advertising positively influences brand awareness but not purchases:

· 41% of beauty product consumers and 33% of health and personal care consumers said they were more likely to make a purchase because of the ads seen on social media platforms.
· However, only 7% of beauty product consumers and 5% of health and personal care consumers said social media was their preferred e-commerce platform for purchasing these products.

The pandemic has strengthened customer relationships with social networks. The average consumer spent 145 minutes / day on social media in 2020, according to Statista.

Today, that experience is filled with advertisements, which clearly influence consumers’ purchasing decisions. Brands that aren’t already advertising on social media should consider experimenting with social advertising to take advantage of its influence with customers.

Consumers turn to online reviews, influencers and product pages

· Beauty consumers mainly receive advice from online reviews (39%) and from influencers on social media / online (23%). Only 19% said in-store associates (19%).
· Consumers of health and personal care products mostly get advice from online reviews (42%) and online retail product pages (22%). Only 20% said in-store associates.
49% of beauty product consumers trust online reviews, 38% say it is a fairly high level of trust, and 11% say it is a very high level of trust
42% of health and personal care consumers trust online reviews, 34% say it is a fairly high level of trust, and 8% say it is a very high level of trust.

As consumers continue to trust communities and influencers more, brands need to focus on innovative ways to connect them with their customers. Brands may consider partnering with online influencers to showcase their products to a wider audience.

Brands should also make the most of their product pages by ensuring that the information on these pages is accurate, highly detailed, filled with strong written and visual content, and focused on the characteristics of the products that will help them stand out from their competition. .

Look-alikes and counterfeit products raise doubts

· 54% of online health and personal care consumers are either concerned (35%) or very concerned (19%) about similar / counterfeit items.
· 52% of online beauty consumers are either concerned (32%) or very concerned (20%) about similar / counterfeit items.
· Look-alikes and counterfeits are a widespread problem for e-commerce brands of beauty, health and personal care products and the problem is based on customer trust.

Customers often cannot tell the difference between legitimate products and similar versions from well-known brands. For example, if a customer searches for an under eye moisturizer, they will find a page full of results that all look strikingly like a well-known product, all with similar packaging and names. As a result, customers who are unfamiliar with the brand can easily purchase the wrong product by mistake.

Brands can build customer trust by sharing advertising content that showcases its authenticity and highlights its unique value. This can help the brand consolidate its value proposition and inspire customer confidence by differentiating its product from lookalikes.

Retailer websites are the first choice for e-commerce buyers; DTC and social media buying deadlines

· For 79% of consumers, the preferred ecommerce platform for buying beauty products online is the websites of retailers (e.g. Target, Amazon, Walmart, etc.). Fourteen percent said DTC websites and only 7% said social media.
When it comes to buying health and personal care products online, 86% of consumers prefer to buy from retailer websites, compared to DTC websites (9%) and social media (5%) .

Brands can capitalize on these customer preferences by optimizing their presence on retailer websites, like Amazon. Businesses should ensure that their product pages are optimized with targeted keywords for maximum visibility.

Unlike physical stores where customers browse the aisles, online shoppers typically search for two to four keywords that describe the problem they are trying to solve. Since the market is very competitive, it is crucial for businesses to target their keywords to stand out from the competition.

Very specific keywords are much less competitive and cheaper than broader keywords. Businesses can make the most of their keyword budget by using unique and targeted long-tail keywords to drive sales. For example, a vegan cosmetics brand should use terms like “black vegan liquid liner” or “cruelty-free blush brush” as opposed to generic terms like “eyeliner” or “makeup brush.”

Brands should focus on incorporating keywords into their page organically. Sellers can also use hidden keywords to take advantage of their competition.

Consumption habits are changing and will continue to evolve. Brands that embrace innovation and adapt to their customers’ preferences will thrive in the “new normal” of the e-commerce space.

Survey methodology: Ideoclick collected responses via a third-party supplier from over 2,000 US-based consumers who purchased beauty products (e.g. makeup, nail polish, etc.) and health and care products online. (eg cold and flu medications, supplements, etc.) over the past year to determine research results. The survey was conducted between September 20 and September 22, 2021.

About Ideoclick
Founded in 2008 by former Amazon executives and leveraging over 200 years of Amazon experience, Ideoclick provides the industry’s leading e-commerce optimization platform, delivering a unique combination of cloud-based software, subject matter expertise and knowledge to companies selling on Amazon and beyond. . Ideoclick works with brands to solve challenges, unlock data-driven insight, and add automation to help them go further, go faster, and earn more. Today, Ideoclick manages over 20 million standard Amazon ID numbers and helps hundreds of brands achieve transformative results. For more information visit:

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