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In-Person Shopping Way More Important Than Online For Cosmetics And Grooming Products

December 1, 2016: 12:00 AM EST
A recent Harris Poll found that in-person purchases remain dominant for cosmetic and grooming products, and especially so for trialing and first time purchases.  The research underlined the importance of in-person channels, finding that around 90% of purchasers shop in-person for a range of personal care items, including hair styling products, shampoos and conditioners, cosmetics, non-sunscreen products with SPF protection, and sunscreen.  “Big box” retailers continue to be the preferred purchase location. Online channels are more popular for smaller items, with 40% of purchasers shopping online for cosmetics and 34% for facial/skin care products. They are less likely to shop online for bulkier items, likely reflecting shipping costs: just 17% shop online for shampoo/conditioner and 22% for sunscreen.  In all this, price remains the most important determinant of where consumers will purchase: 87% say they’ll buy a product wherever they can get the best deal.
"Brick and Mortar Merchants Remain Top Purchasing Location for Cosmetic & Grooming Product Consumers", Harris Poll, December 01, 2016, © Harris Poll
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