What makes a consumer decide: yes, this is the skincare/haircare product I need! While much has been said about consumer psychology in general, there are some behaviours specific to the beauty consumer you’ll need to be aware of to pique their interest and turn that into a purchase.
The needs-benefits concept of cosmetic product development has been the feature of so many other available articles, this blog will instead look at some of the other behaviours that are crucial to captivating the often-immeasurable aspects of the beauty consumers’ purchasing habits, essential to draw them into their first or repeat purchases.
The generation gap of beauty consumers
It goes without saying the younger generation (those below the age of 40, generally speaking), use social media and technology more, with a startling number of Generation-Z making purchasing decisions based on digital interactions for products they don’t need yet!
Read tips on how to create a viral skincare trend here. Both Gen-Y and Gen-Z spend a lot of time on their devices, particularly on Snapchat and Tik-Tok, and are subject to believing and following the skin and haircare products used by celebrities and influencers. Their drive to purchase is based on recommendations or reviews more than a cosmetic brand’s direct marketing, and they are more likely to purchase a product before trying it based on their online experiences.
There are mixed interactions and abilities of the more mature generations (again, generally speaking, those aged 40 and above). While some members of these groups are very socially active, there are also a significant proportion who are not.
You will always have your early adapters in any age group, and those first responders are typically impacted by celebrity endorsements online; however, there are not many ‘influencers’ in this older category.
This consumer is more likely to purchase from a cosmetic brands’ advertising, and can often recall the celebrity used in major brand campaigns. They will also be very influenced by a friend’s recommendation, rather than an influencer. Being used to the days of testers, samples, and guidance by staff in stores, this age group will often prefer to touch, feel or smell a product before purchasing.
This ‘generation gap’ is incredibly important when you think about how you want to attract the specific demographic of your beauty consumer and keep them brand loyal.
The psychology reaction of the beauty consumer
Regardless of how consumers obtain their cosmetic products, their initial reactions to a physical product are largely the same. Beauty consumers will most commonly:
- smell a product first. This causes an initial reaction toward the product, so make sure your skincare or haircare formula smells the way your target market expects or prefers. This can include the need for it to be unfragranced, which is increasingly popular for sensitive skin and hair care formulas.
- then touch and apply a small amount of product. Generally, this will be a swipe of product commonly applied to the back of their hand. In the case of hair care, this will commonly be to their fingertips or palm. Even consumers purchasing colour cosmetics for their face will typically apply a small amount to the back of their hand first! Since this is very common consumer behaviour, make sure the product is visibly appealing as they will apply and then inspect it closely.
- next, they’ll let their emotions and senses tell them how they feel about a product. A good part of this can be captivated by the aroma (first step) and touch (second step). Equally important is the emotion the product induces based on its sensory aspects. For example, if it feels particularly cooling or soothing in those first few moments; or if it has a lasting emolliency a few minutes or longer after application (perceived as unwanted greasiness in younger skin types, or as desirable hydration in mature skin types).
These initial reactions happen within mere seconds of a consumers first exposure to a skin or haircare product. For the younger consumer, it will often be after they have purchased the product (or via a mailed-out product sample); for mature consumers, it will usually be instore before they purchase the product.
The psychology of beauty consumer loyalty
Everyday consumers are bombarded with a myriad of skin and haircare advertisements, messages and recommendations. Those utilising social media – of all ages – are typically exposed to even more. How do you get your consumers to stay brand loyal despite all the noise?
Whilst key psychological factors described above can draw your consumer to the product and help cross that final barrier to purchase, a cosmetic brand builds its strength and long-term sales from brand loyalty. This translates as… results!
Consumers will readily complain to friends (and online) about a cosmetic product not performing the way it promised, so make sure you not only have evidence to support marketing claims, but that your cosmetic product actually delivers. Brand loyalty can also be achieved by making sure your cosmetic product outperforms your closest competitors, as they will be the product options your consumer may be considering next (or have previously tried).
Translating beauty consumer psychology into cosmetic developments
So, what does the psychology of the beauty consumer mean to cosmetic formulation development? Here is a brief summary:
- consider how the generation gap will impact your marketing approaches and consumer exposures before purchase.
- ensure the cosmetic formulas have the right aromatic appeal, desired aesthetics and pleasing sensory on first application.
- make sure the cosmetic formula delivers on its promises – your marketing claims – both made directly and as statements by influencers.
- remember to research and meet the needs-benefits aspects of your demographic.
Speak with your suppliers and visit your nearest in-cosmetics exhibition to find the cosmetic ingredients that will appeal to the psychology of skin or haircare consumer – you really will see the difference in the cosmetic brands bottom line.
Happy formulating!
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