One woman in 10 shops online for makeup, skin care products and fragrances, according to a survey by The NPD Group Inc. While only 4% of online products are sold online, NPD says it is one of the fastest-growing channels for beauty products.
Convenience appears to be the main reason women buy online. Of those online beauty product shoppers, 74% say “it saves time” and 70% agree that “it’s easier/quicker to shop online than a store.”
“Consumers are more likely to research, choose and replenish beauty brands online,” says Karen Grant, senior beauty industry analyst at The NPD Group. “We find that women are less accepting of buying new brands over the Internet, but they are spending their money on brands they know and trust.”
Women young and old are shopping online for beauty products. Of those shoppers, 41% are 45 to 64 years old, while a similar 36% are between 18 and 34.
There is a bigger difference in income, with higher-income women more likely to use the web for beauty purchases. 15% of women whose household incomes are $75,000 and above shop online for beauty products, versus 10% with incomes of $35,000 to $44,000 and only 7% with income under $35,000.
The results are based on responses from 4,135 women who have shopped for beauty products in the past year.
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