Snapchat Shares Insight into Evolving Beauty Shopping Trends

"While 65% of beauty buyers admit to waiting for promotions or offers before making a purchase, a huge 67% have tried new beauty products in the last year, and 66% are open to exploring new and emerging trends. This indicates a strong desire for indulgence and self-care, even in a deal-driven environment."

"Technology is also playing a significant role in determining which products to buy, with 40% of beauty buyers engaging with tech-driven trends such as buying products based on AI recommendations. Notably, daily Snapchatters are 2.4x more likely to use tech in their personal care purchase journey than non-Snapchatters."

"Friends and family are central to the purchase journey, with 93% of consumers stating their inner circle influences at least one point of their beauty/personal care purchases. This extends to social conversations, where daily Snapchatters are 1.6x more likely to chat with friends and family about beauty purchases via social platforms. Beyond personal connections, creators hold considerable sway, especially those perceived as experts and showing product reviews."

A 9,000-person survey shows beauty shoppers remain active in discovery despite economic pressure. Sixty-five percent of buyers wait for promotions before purchasing, while 67% tried new beauty products in the last year and 66% are open to emerging trends. Forty percent of buyers engage with tech-driven trends, including purchases based on AI recommendations, with daily Snapchat users 2.4x more likely to use tech in personal care journeys. Social influence is strong: 93% report inner-circle influence, daily Snapchat users are 1.6x more likely to discuss beauty purchases on social platforms, and creators—especially perceived experts who review products—substantially shape decisions. Marketing should align promotions, tech-enabled discovery, and social/creator channels.

Read at Social Media Today