‘On a mission… ’ CiR reveal the actions of the focused Beauty buyer
16th November 2016
Sharing exclusive insights from CiR's series of global beauty reports, attention turns to the mission-based purchasing of beauty buyers.
Based on studies conducted across 15 international airports in key global regions, as well as over 7,000 one-to-one interviews with beauty shoppers, the new research successfully identifies shopper buying missions for the industry to focus on.
Challenging the conventional wisdom about how shoppers purchase the beauty category and its sub-categories of Fragrance, Cosmetics and Skincare, the research reveals that almost nine in ten buyers will purchase from one sub-category only.
Is there such a thing as a 'beauty' buyer?
The research suggests that the conventional wisdom of there being a typical category buyer doesn't exist any longer. But what about the beauty shopper? Well, whilst only one in ten buyers are making purchases from more than one category when travelling, one third of travellers are shopping more than one category. So browsing levels are high, but lower conversion rates indicate that visits to more than one category don't necessarily translate into multi-category sales. Shoppers will browse the adjacent categories, perhaps planning or researching for a future purchase occasion, but not make a purchase.
Purchasing penetration overlap by beauty sub-category
What does it mean?
At it's most extreme the outcome challenges a lot of current merchandising and store layout in a controversial manner. The above diagram shows that only 2.0% of beauty buyers will make a purchase from all three sub-categories in any one visit. So why merchandise them all together by brand - is that how today's beauty shopper really wants to shop? Just over 10% of buyers will have made a purchase from two sub-categories, but a huge 87% of buyers will buy from one sub-category only. If their mission is based on one sub-category then would they find it easier to shop and buy if all their target products were merchandised and laid out together?
A complex issue to understand, that will invariably be topical and differ by location, store type, PAX and retailer.
One to watch.