Cosmetic Consumer Confidence: An Informed Approach To Shopping

Abstract

The growth of the cosmetics industry in recent years has made the purchasing of cosmetics more widespread as online shopping and social media have attracted new markets to the industry. The cosmetics industry has undergone changes to better accommodate these growing markets, and the demands of the consumers within them. So far, little research has been done on how ecommerce changes the way consumers purchase cosmetic products. This research project explores what factors currently affect consumer’s purchasing habits in the cosmetics industry. A survey was implemented to evaluate how cosmetic consumers across generations rate the significance of ingredients, production, environmental safety, labor rights, and trade practices within the cosmetics industry regarding their purchasing habits. The findings from the survey indicate that Gen X, followed closely by Gen Z, are the most active cosmetic consumers that engage in research regularly prior to their purchases. Compared to other generations, Gen X participates the most in the industry, and expresses the highest rates of interest and concern across all factors of the cosmetics industry. The data from this research also indicates that ingredient usage, environmental safety, and labor rights are the most important and most researched factors in a cosmetic consumer’s purchasing process. The insight from cosmetic consumers through this research better illustrate consumer buying power, market demands, and what factors cosmetic firms should focus on to better market their products and appeal to the most important needs and concerns of their customers.