Organic survey reveals how makeup brands can triumph in online

Organic makeup online survey - mediashotz

Launching today, a new research report from digital agency Organic reveals the current state of play for consumers in the makeup space.

The report details the challenges retailers and brands face online and, ultimately, how to solve them with five clear pillars of activity.

The research combined quantitative consumer research with specialist site performance research, allowing Organic to uncover which makeup brands are winning online and the routes to success.

Organic survey

As customers should be at the heart of any online approach, Organic surveyed 1,000 nationally representative consumers, painting a clear picture of who is shopping for makeup and how they are shopping.

Key findings include:

  • The majority of shoppers identify as female (66.5 %) but a third (33.5%) do not
  • Over half (67.8%) of shoppers purchased makeup online in the last month
  • Interestingly 4.28% do no research at all before purchasing makeup online
  • YouTube and social media play a big role in the research process with 15% and 15% researching this way before purchase
  • Retailer websites (20.6%) and search engines (19.5%) are by far the most used research channels
  • Individual brands are recalled better by 95% of consumers in comparison to retailers at just 5%

These findings are important for brands when planning their website and online strategy, the firm said. 

Content that works for 18-year-olds will not likely work for those aged 45+ and focusing content to address only those that identify as female is short-sighted. 

Makeup brands must not make assumptions about their audience – they have an opportunity to engage with a wide customer base, but to do this, they must tailor content accordingly.

Superdrug surprise

The second stage of the research digs deeper into site performance revealing that Superdrug reigns supreme winning 60% of terms available across all competitors followed by Boots with (14%), Maybelline (7.3%) and Rimmel (6.6%).

But, it’s not all bad news for brands and retailers. By bringing these two research sources together, Organic has identified five steps to winning online:

  • Understand your market
  • Understand the opportunity
  • Understand your customers
  • Be where the customer is
  • Create an amazing experience

Simon Dale, Group Account Director at Organic said: “The pandemic has raised consumer reliance on and expectations around ecommerce. 

“Makeup – a category that is notoriously difficult to get right online – is no exception and succeeding online has never been more important. 

“Combining consumer research with in-depth site performance research has allowed us to uncover not only the challenges that makeup brands and retailers are facing online, but also how to solve them. 

“It has enabled us to establish a fail-safe route to success that puts the consumer at the heart of the process and can be boiled down to five pillars of activity.”