Beauty: Survey finds most beauty shoppers feel overwhelmed in stores
- InsightTrendsWorld
- Jun 4
- 11 min read
Why it is the topic trending:
High Percentage of Overwhelmed Shoppers: The statistic that 69% of beauty shoppers feel overwhelmed in physical stores highlights a significant disconnect between retailers' offerings and consumer needs.
Impact on Physical Retail: This feeling of overwhelm is reportedly driving shoppers away from brick-and-mortar stores, which has major implications for the beauty retail industry and the future of physical shopping experiences.
Desire for More Than Just Transactions: The finding that 63% of beauty shoppers want stores to offer more than just product sales suggests an unmet need for experiences, education, and inspiration in the beauty retail environment.
Social Media's Disruptive Role: The report emphasizes how social platforms have fundamentally changed product discovery and direct purchasing, underscoring the need for physical retail to adapt to this new paradigm.
Consumer Frustrations: The identification of top frustrations like out-of-stock items and crowded stores provides actionable insights for retailers seeking to improve the in-store experience.
Overview:
A survey by experience agency ChangeUp reveals that a majority (69%) of beauty shoppers feel overwhelmed by the sheer number of product choices in physical stores, leading them to shop elsewhere. The report, titled “Beyond Transactions: Navigating Beauty Retail's New Normal,” also found that consumers desire more than just transactional experiences in beauty stores, with many feeling physical retail hasn't kept pace with the rapid changes in beauty trends driven by social media. Frustrations like out-of-stock items, crowded stores, and long checkouts further contribute to a negative in-store experience. The report emphasizes the significant role of social platforms in product discovery and direct purchasing, particularly among Gen Z and millennials, and suggests that physical beauty retail needs to evolve to offer discovery, inspiration, and authentic connections.
Detailed Findings:
Majority Feel Overwhelmed: 69% of beauty shoppers report feeling overwhelmed when shopping for beauty products in physical stores.
Driving Shoppers Away: This feeling of overwhelm is driving consumers away from physical retail locations.
Desire for Experiential Retail: 63% of respondents wish beauty stores offered more than just the ability to buy products.
Pace of Trends: Almost half of the respondents believe beauty trends change too quickly, and physical retail has not adapted to this pace.
Social Media Reshaped Discovery: Social platforms have fundamentally changed how consumers discover beauty products, leading to a new shopping paradigm.
Direct Purchasing Through Social Media: 70% of Gen Z and millennial shoppers purchase beauty products directly through TikTok and influencer links.
Top Frustrations:
Out-of-stock items (47%)
Stores that are too busy or crowded (46%)
Long checkout lines (40%)
Preference for Specialty Beauty: All beauty shoppers report a preference for specialty beauty stores, but satisfaction with drug and mass retailers varies by customer segment.
Value Consciousness: 83% of beauty shoppers have become more value-conscious when purchasing beauty products.
Seeking Dupes: 59% actively look for “dupes” (affordable alternatives to premium products).
Enjoyment of Trying Products: 65% of shoppers say trying on new beauty products is one of their favorite things about shopping.
Survey Demographics: The survey included over 1,600 U.S. beauty shoppers across key customer segments.
Report Focus: The report explores what retailers need to do to remain relevant in an industry transformed by social media, wellness trends, and value consciousness.
Key success factors of product (trend):
In this context, the "product" could be considered the physical beauty retail experience. Its key success factors in the new normal include:
Experiential Elements: Offering more than just products, focusing on discovery, inspiration, and authentic connections.
Efficient Inventory Management: Ensuring popular items are in stock to avoid top shopper frustration.
Managing Store Traffic and Crowds: Creating a comfortable and less overwhelming shopping environment.
Streamlined Checkout Processes: Minimizing wait times and offering efficient payment options.
Adaptability to Trends: Keeping up with the rapid changes in beauty trends and reflecting them in product offerings and in-store displays.
Integration with Social Media: Bridging the gap between online product discovery and the physical retail experience.
Value Proposition: Catering to the increasing value consciousness of beauty shoppers, potentially through promotions or highlighting affordable alternatives.
Key Takeaway:
A significant majority of beauty shoppers find the in-store shopping experience overwhelming due to the vast number of choices, which is driving them towards alternative shopping channels, particularly online via social media. To remain relevant, physical beauty retailers need to evolve beyond mere transactions and focus on providing engaging experiences, addressing key frustrations like stock availability and crowding, and adapting to the fast-paced nature of beauty trends while acknowledging the increasing value consciousness of consumers.
Main trend:
The main trend is the Evolving Role of Physical Retail in the Beauty Industry, moving from a primary point of purchase to a space that needs to offer experiential value and effectively integrate with online product discovery and purchasing habits.
Description of the trend (please name it):
Beauty Retail Transformation: This trend describes the significant changes occurring in how consumers shop for beauty products, with physical stores needing to adapt their offerings and focus to remain relevant in an environment where online platforms, particularly social media, play a dominant role in product discovery and direct sales. The focus is shifting from mere transactions to providing engaging and informative experiences that cannot be replicated online.
What is consumer motivation:
Desire for Simplicity and Reduced Overwhelm: Consumers are looking for a more streamlined and less confusing shopping experience.
Seeking Experiences Beyond Transactions: There's a desire for engagement, inspiration, and education when shopping for beauty products in-store.
Trust in Social Media for Discovery: Consumers, especially younger demographics, rely heavily on social media for product recommendations and trends.
Value Consciousness: Shoppers are increasingly seeking affordable alternatives and are mindful of their spending on beauty products.
Enjoyment of Physical Product Interaction: Despite online shopping trends, many consumers still value the ability to try on and see beauty products in person.
What is driving trend:
Information Overload in Physical Stores: The sheer volume of beauty products can be overwhelming and make it difficult for consumers to make choices.
Dominance of Online and Social Media: Social platforms like TikTok have become powerful engines for product discovery and direct sales, offering a more curated and personalized shopping experience.
Fast Pace of Beauty Trends: The rapid evolution of beauty trends makes it challenging for physical stores to keep their inventory and displays up-to-date.
Frustrations with In-Store Shopping: Issues like out-of-stock items, crowded stores, and long wait times detract from the physical retail experience.
Increased Value Consciousness: Economic factors and the accessibility of information about product comparisons are driving consumers to seek value for money.
What is motivation beyond the trend:
Enhancing Appearance and Self-Confidence: The primary motivation for purchasing beauty products is often to enhance appearance and boost self-confidence.
Self-Care and Well-being: Beauty routines are often seen as a form of self-care and contribute to overall well-being.
Description of consumers article is referring to:
The article refers to U.S. beauty shoppers, with specific emphasis on:
General Beauty Shoppers: The 69% figure indicates a broad sentiment across the entire beauty shopping demographic.
Gen Z and Millennials: These younger generations are highlighted as heavily reliant on TikTok and influencer links for product discovery and direct purchases.
Value-Conscious Shoppers: A significant majority (83%) report being more mindful of the value of beauty products.
“Dupe” Seekers: A large portion (59%) actively look for affordable alternatives to premium products.
Experiential Shoppers: The 63% who want more than just products indicate a desire for an enhanced in-store experience.
Shoppers Frustrated by In-Store Issues: Those bothered by out-of-stock items, crowded stores, and long checkouts.
Shoppers Who Enjoy Trying Products: A majority (65%) still value the ability to test beauty products in person.
This suggests a diverse group of consumers with a range of shopping habits and preferences, but with a common thread of feeling overwhelmed by the current state of physical beauty retail.
Conclusions:
The survey highlights a critical juncture for physical beauty retail. The overwhelming number of choices, coupled with frustrations and the rise of social media as a dominant force in product discovery and purchasing, is driving consumers away from brick-and-mortar stores. To remain relevant, beauty retailers must prioritize creating engaging and experiential environments that offer more than just product transactions, address key pain points, and effectively integrate with the online beauty landscape.
Implications for brands:
Omnichannel Presence is Essential: Beauty brands need a strong presence both online and in physical retail to cater to evolving consumer behaviors.
Collaboration with Social Media Influencers: Partnering with influencers on platforms like TikTok is crucial for product discovery and driving sales, especially among younger demographics.
Value Proposition is Key: Emphasizing the value of beauty products, whether premium or affordable, is increasingly important.
Implication for society:
Shifting Retail Landscape: The struggles of physical beauty retail reflect a broader transformation in the retail industry as e-commerce and social commerce gain prominence.
Implications for consumers:
More Shopping Options and Channels: Consumers have a wider array of ways to discover and purchase beauty products.
Potential for a Better In-Store Experience: If retailers adapt, consumers could benefit from more engaging and less overwhelming physical shopping environments.
Implication for Future:
Evolution of Beauty Retail Formats: We may see the emergence of new types of physical beauty retail spaces that prioritize experience and personalization over sheer product volume.
Increased Integration of Technology in Stores: Retailers might leverage technology to help consumers navigate product choices and enhance their in-store experience.
Consumer Trend (name, detailed description):
Experiential and Streamlined Beauty Shopping: Consumers are seeking beauty shopping experiences that are both engaging and efficient, offering opportunities for discovery and inspiration without feeling overwhelming. They desire a seamless integration between online product discovery and the physical retail environment.
Consumer Sub Trend (name, detailed description):
Social Media as the Primary Beauty Discovery Channel: For younger generations especially, social media platforms like TikTok have become the primary source for discovering new beauty products and trends, significantly influencing their purchasing decisions and potentially bypassing traditional retail channels.
Big Social Trend (name, detailed description):
The Transformation of Retail: The entire retail industry is undergoing a significant transformation driven by the rise of e-commerce, social commerce, and changing consumer expectations for both online and in-store experiences.
Worldwide Social Trend (name, detailed description):
Global Importance of Social Media in Consumer Behavior: The influence of social media on consumer purchasing decisions is a worldwide phenomenon impacting various industries, including beauty.
Social Drive (name, detailed description):
The Desire for Efficiency, Inspiration, and Confidence in Beauty Choices: Consumers want to find the right beauty products effectively, feel inspired by new trends, and ultimately gain confidence in their purchasing decisions and appearance.
Learnings for brands to use in 2025:
Invest in Omnichannel Strategies: Ensure a seamless and consistent brand experience across all online and physical touchpoints.
Prioritize Inventory Management: Address the frustration of out-of-stock items to improve the in-store experience.
Explore Experiential Retail Formats: Consider offering services, demonstrations, or interactive elements in physical stores to enhance engagement.
Strategy Recommendations for brands to follow in 2025:
Integrate Social Media into Physical Retail: Offer in-store experiences or displays that connect with trending products and influencer content on social media.
Curate Product Selections: Consider offering more focused and curated product selections in physical stores to reduce overwhelm.
Invest in Staff Training: Ensure knowledgeable staff are available to provide personalized recommendations and guidance to shoppers.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it:
The significant trend of beauty retail transformation indicates that brands and companies in 2025 must prioritize creating engaging, streamlined, and omnichannel shopping experiences by effectively integrating social media with physical retail, curating product selections, and investing in experiential elements to cater to overwhelmed consumers and remain relevant in a rapidly evolving industry.
Final Note:
Core Trend: Beauty Retail Transformation: Physical beauty retail needs to evolve beyond transactions.
Core Strategy: Create Engaging, Streamlined, and Omnichannel Experiences: Focus on experience, efficiency, and online-offline integration.
Core Industry Trend: The Dominance of Social Media in Beauty Discovery and Sales: Social platforms are key drivers in the beauty industry.
Core Consumer Motivation: Desire for Efficiency, Inspiration, and Confidence in Beauty Choices: Consumers want a less overwhelming and more rewarding shopping journey.
Final Conclusion:
The survey results paint a clear picture of the challenges facing physical beauty retail. Consumers are feeling overwhelmed by the sheer volume of products and are increasingly turning to social media for discovery and direct purchases. For beauty retailers and brands to thrive in this new normal, a fundamental shift is required, moving beyond simply selling products to creating engaging, informative, and streamlined experiences that cater to the evolving needs and preferences of today's beauty shopper.
Core Trend Detailed:
Beauty Retail Transformation signifies a fundamental reshaping of how consumers discover, evaluate, and purchase beauty products. This evolution is driven by the overwhelming product saturation in physical stores, the pervasive influence of online platforms (especially social media) on product discovery and trendsetting, and a growing consumer demand for more engaging and personalized shopping experiences. Physical retail spaces are no longer the singular dominant force in the beauty industry but must adapt to complement and integrate with the increasingly digital journey of the beauty consumer. This transformation necessitates a shift from a purely transactional model to one that prioritizes experience, education, and seamless omnichannel integration.
Key Characteristics of the Core trend:
Shift Away from Brick-and-Mortar Dominance: Online channels, particularly social media, are becoming increasingly influential in the beauty purchase journey.
Need for Experiential Retail: Physical stores are evolving to offer interactive elements, personalized advice, and engaging events beyond simple product displays.
Omnichannel Integration: A seamless connection between online and offline shopping experiences is becoming crucial.
Influence of Social Media and Influencers: Platforms like TikTok and Instagram are major drivers of product discovery, trends, and direct sales.
Consumer Desire for Value and Dupes: Shoppers are actively seeking affordable alternatives and making informed purchasing decisions based on online research and recommendations.
Focus on Education and Information: Consumers look for guidance and information to navigate the vast array of beauty products available.
Market and Cultural Signals Supporting the Trend:
ChangeUp Survey Findings: The data clearly indicates the high percentage of overwhelmed shoppers and their desire for more experiential retail.
70% of Gen Z/Millennial Purchases Through Social Media: This statistic underscores the significant role of online platforms in direct sales for these key demographics.
Frustrations with Physical Stores: The identified pain points of out-of-stock items, crowding, and long checkouts highlight areas where physical retail is falling short.
Increased Value Consciousness: The overwhelming majority of shoppers reporting increased value consciousness indicates a shift in spending priorities.
Popularity of "Dupes": The active search for affordable alternatives to premium products demonstrates a savvy and price-aware consumer base.
How the Trend Is Changing Consumer Behavior:
Starting Product Searches Online: Consumers often begin their beauty product research on social media or search engines before visiting a physical store, if at all.
Seeking Recommendations from Influencers and Peers: Online reviews, tutorials, and influencer endorsements carry significant weight in purchasing decisions.
Expecting a More Curated and Personalized In-Store Experience: Shoppers want physical stores to offer guidance and simplify the overwhelming product selection.
Utilizing Mobile Devices in Stores: Consumers often use their phones in-store to read reviews, compare prices, and access additional product information.
Purchasing Directly Through Social Commerce: A significant portion of younger consumers are making direct purchases through links on social media platforms.
Implications Across the Ecosystem:
For Brands and CPGs:
Invest Heavily in Digital Marketing and Social Media Presence: A strong online presence is crucial for product discovery and direct sales.
Collaborate with Influencers: Partnering with relevant beauty influencers can significantly drive brand awareness and sales.
Develop Engaging Online Content: Provide informative and entertaining content like tutorials, reviews, and trend analysis.
For Retailers:
Reimagine the Physical Store Experience: Focus on creating engaging environments that offer more than just product displays, such as interactive stations, personalized consultations, and events.
Integrate Online and Offline Experiences: Offer services like online ordering with in-store pickup, in-store digital kiosks with expanded product information, and seamless mobile app integration.
Train Staff to Be Knowledgeable Advisors: Equip staff to provide personalized recommendations and guidance to overwhelmed shoppers.
For Consumers:
Greater Access to Information and Product Reviews: Online resources provide a wealth of information to help make informed purchasing decisions.
More Diverse Shopping Channels: Consumers have a wider range of options for discovering and buying beauty products.
Potential for More Personalized Beauty Recommendations: Technology can help tailor product suggestions to individual needs and preferences.
Strategic Forecast:
The Beauty Retail Transformation will continue to accelerate, with online and social channels playing an increasingly dominant role.
Physical stores will evolve into experiential hubs focused on engagement, personalization, and brand building rather than solely as points of sale.
Technology will be heavily integrated into the beauty shopping experience, both online and in-store.
We may see the rise of new retail formats that blend the best of online and offline shopping, such as digitally-enhanced showrooms or personalized subscription services linked to physical experiences.
Areas of innovation (based on discovered trend):
AI-Powered In-Store Product Recommendation Tools: Using AI to analyze skin type, preferences, and trends to offer personalized product suggestions via in-store kiosks or mobile apps.
Augmented Reality (AR) "Try-On" Experiences in Stores and Online: Allowing consumers to virtually try on makeup and beauty products.
Interactive Beauty Trend Zones in Retail Spaces: Dedicated areas in stores showcasing the latest social media trends with curated product selections and tutorials.
Personalized Beauty Subscription Boxes Linked to In-Store Experiences: Combining the convenience of subscription boxes with opportunities for in-person consultations and product testing.
Final Thought (summary):
The ongoing Beauty Retail Transformation underscores a critical need for physical stores to evolve beyond traditional transactional models. By prioritizing experiential elements, seamlessly integrating with the online beauty landscape, and addressing consumer frustrations like overwhelming choices, retailers can recapture and retain shoppers in a market where social media and value consciousness are increasingly shaping purchasing behaviors. Embracing innovation and focusing on creating engaging and informative experiences will be crucial for the future success of physical beauty retail.
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