Analyze purchasing behaviors for beauty products on social media for Ifop

A research institute surveyed 1,200 women to assess their expectations and purchase intentions for beauty products on social media.

Customer need

A research institute sought to precisely evaluate the potential of social media as a purchasing channel for the beauty sector. The aim of the study was to measure the expectations of users of these platforms as well as their purchase intentions for cosmetic products directly through these channels.

Methodology

• Target:1,200 women aged over 16
• Geographic scope:United States and France
• Field duration:5 days
• Recruitment: Social media
• Survey methodology: Quantitative study

Key study findings

• Significant purchasing disparities between the two countries:Authentic insights reveal that in France, 1 in 3 women reports having purchased beauty products online in 2021 (including 1 in 4 directly on social media), while in the United States this ratio increases to 1 in 2 women.
• In-depth feedback analyzing the expectations and purchase intentions of women who actively use social media.
• Rapid results obtained on an international scale in just 5 days of fieldwork.
• Excellent engagement with 92% of respondents expressing satisfaction with the survey experience.

Purpose

This Usages & Attitudes study provides the research institute with quantitative and comparative indicators on the maturity of "social commerce" in the beauty sector in France and the United States. By highlighting the behavioral gap between French and American consumers, this data allows cosmetics brands to adapt targeting and digital distribution strategies in their respective markets.