Ease of Use is the Predominant Customer Experience Driver in Beauty And Cosmetics Post Covid

The modern shopper is more discerning than ever before, looking for products and services tailored to their specific requirements.

For example, the beauty and cosmetics market is a highly individualized area, with each beauty shopper looking for a specific set of items that suit their style, skin tone, hair type, and other factors.

In order to understand the customers better, it’s imperative that brands must listen and respond to customer feedback.

When it comes to product features, simple and easy-to-use products attract beauty and cosmetic consumers towards brands.

Covid-19 Has Changed the Business of Beauty -

Covid has disrupted practically every aspect of our lives, including our beauty routines, with a raging worldwide epidemic. The global beauty and cosmetics industry that comprises skincare, haircare, makeup, fragrances, and hair tools and accessories has actually seen an acceleration in many ways.

Even as the stress of the year did havoc on our skin and hair, we were compelled to become the “hairstylist,” “dermatologist,” and “manicurist” to our work descriptions overnight as salons and spas closed.
The growth in the beauty and cosmetics space is largely driven by multiple factors that include environment-friendly products, chemical-free products, and easy-to-use products.

Monika Blunder, Celebrity Makeup Artist & Founder of Monika Blunder Beauty, believes that “Less is more.”

Monika explains how those simple and easy-to-use products can be used for subtle touch-ups to give the look of flawless skin without having to finish with a correlating eye or lip look.

This is exactly depicted in a recent study on Beauty and Cosmetics products. The ' Ease of Use' is the most important factor influencing customer experience in the US beauty market — beyond price or location.

Ease of Use is the Top Driver of Customer Experience in Beauty and Cosmetics in the USA -

What do people want most in their beauty products?
In a study of nearly 388K customer reviews from eCommerce shoppers, Ease of Use is the most important factor influencing their beauty buying decisions.

The data is very clear: Ease of use is the most sought-after feature in cosmetics in 2021.

Hear it from a customer to believe for yourselves.

“So it’s really convenient and saves me a lot of time. It’s simple and easy to use. You can use it cold or hot. I also really like the size of the brush, because it’s wide and, if you have medium to long hair, this is the product for you!”

Given the Covid effect and its reality of the closing of spas and salons, women are resorting to buying easy-to-use cosmetics cutting down their trips to the salons.

Such changes resulting from the COVID-19 crisis are likely to be permanent. A beauty company that understands and takes substantial actions is more likely to emerge victoriously.

The victory in the fight over beauty product superiority comes from the use of three little words: Ease of Use.

What Do Customers Mean by Ease of Use?

These are the factors that are now driving the customer experience in the beauty and cosmetics industries.
A whopping 97% of customer opinions in this category favor easy-to-use cosmetic products that are simple to apply.

A product that comes with an easy process, which glides effortlessly during the application, and that can be washed easily are the main factors for buyers of cosmetics.
Brands that have understood this secret have proved to perform better than many brands that do not heed to customer priorities.

Is ‘Ease of Use’ the Top Customer Experience Driver Across All Beauty Categories?

Mostly yes! Except for Skin Care and Makeup, the rest of the categories, including Haircare, Hair tools and accessories, Foot, hand and nail care, and Shave, all showed ‘Ease of Use’ as the top delight driver.

Here is what was different in the Makeup category.

Makeup Category :

‘Color’ has emerged as the top customer experience driver. But not far off, ‘Ease of Use’ is the second biggest driver. Customers express relief when they are able to get the right shades and colors of their makeup products.

See how customers can become nervous if they don’t find the exact color in their makeup products.

“I was nervous about it only having two shades, but the color is beautiful for my medium-deep complexion, and the deep bronze color blaze is perfect, even for my summer tan.”

This study captured the customer experience of customers who expressed that they are looking for fun colors, lasting colors, super pigmented and natural colors.

Skin Care Category :

The world of indulgence in cosmetics is changing. We are witnessing it in the skincare segment where the top driver is the ‘smell’ or the ‘fragrance’ or the ‘aroma’.

The study shows that Skin Care is quite different from the rest of the Beauty and Cosmetic categories. Here customers give the highest emphasis to ‘Smell’ which becomes the top category driver.

When we drilled down to what customers mean by smell, it turned out that customers were talking about the different scents like orange, rose, lavender, coffee, and mint.

From the customer reviews, we can infer that many customers wish for lavender smell and coffee smell in their skincare products.

The Future of Beauty and Cosmetics is in Being Easy-to-Use -

As beauty consumers are becoming more educated due to the access to the vast amount of information, consumer preferences of beauty and cosmetics are becoming more specific and tailored to what they enjoy.
A brand can successfully deploy a consumer-centric strategy that promotes unique products and services that resonate with each individual customer by better knowing customers.
Beauty brands need to be aware that customers love Easy-to-Use products, making it easier to get through a day without smudging and smearing.
Finally, this customized experience boosts sales and enhances customer satisfaction, allowing brands to achieve their business objectives.

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About us :
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Clootrack is an intelligent customer experience analytics platform made for enterprises and high-stake decision makers.

Our powerful AI-driven engine gathers and analyzes billions of customer reviews to help you make the most impactful brand decisions. All in real-time.

This release was published on openPR.