Notably, one in three surveyed beauty consumers has made purchases through Instagram Reels, according to the Meta GWI Beauty Report 2023, commissioned by Meta.
There has been a significant shift in consumer preferences post-pandemic, with 68% of beauty buyers now favoring online purchases - a remarkable 15% increase from the pre-covid levels.
Both beauty and fashion verticals are growing rapidly on Meta, with increasing numbers of advertisers using Facebook, Instagram, and WhatsApp to engage with customers.
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