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2024 Beauty
Marketing
Study
How New Platforms, Changing Technology, and
the Rise of Gen Z Are Shaping Beauty Shopping
Today’s Logistics
Recording & slides will be in your inbox later today
Use the chat to ask questions for our live Q&A
Log back anytime with same link
Join our poll questions -
including if you want to talk to our teams after!
Katherine Bishop
Marketing Webinars Specialist
DIGITAL-FORWARD BRANDS.
FUELING FULL-FUNNEL OUTCOMES FOR THE WORLD’S MOST
Have you ever used digital tools like
filters to try on a beauty product
before making a purchase?
● Yes
● No
Our Speakers
MARK BALLARD
Director, Research
2024 Beauty Marketing Study
6
Nearly Half of Beauty
Shoppers Discover
Products Through Social
Media with TikTok as Most
Popular Among Gen Z
7
Social Media Especially Important for Product
Discovery for Gen Z
62% Among
Gen Z
Facebook Barely Outpaces TikTok for Beauty Product
Discovery
…But Not Among Gen Z
Instagram Would be the Biggest Beneficiary of a TikTok
Ban
AI/AR Role in Beauty
Product Personalization is
Bigger for Younger
Shoppers, But Still
Secondary
12
Over Half of Gen Z Respondents Said That They Had
Virtually Tried Out a Beauty Product Before Purchasing
Questionnaires Most Frequently Used for
Personalization
Younger generations were more likely to seek out personalized recommendations
through any of the five methods asked about it in this survey
Beauty Brands Looking to
Resonate with Most
Consumers Should
Highlight Product Safety
and Diverse Product
Offerings
15
Non-Toxic Ingredients and Range of Options Most
Important Attributes for Beauty Shoppers
Gen Z Less Likely to Say Most Key Attributes are
Important to Their Beauty Product Purchases
1. 34% of Gen Z most often discover beauty
products on social through TikTok, about half of
those would turn to Instagram if TikTok is
banned.
2. Consumers may be a bit fuzzy on AI/AR
terminology, but it is more commonly used by
younger generations.
3. Beauty products being “non-toxic” was most
important attribute.
Key
takeaways
18
Q&A
19
MARK BALLARD
Director, Research
20
Click the link in your
browser ➜
2024 Beauty
Marketing Study
How New Platforms, Changing Technology, and the
Rise of Gen Z Are Shaping Beauty Shopping
Thank you

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