U.S. beauty consumers turn to videos produced by brands and publishers nearly as much as product review videos from other users.

Google/Kantar TNS, Connected Beauty Consumer Study, U.S., n=420 women age 16–54 who purchased makeup, skincare or hair care products within the past month, Nov. 2018.

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U.S. beauty consumers say YouTube is their No. 1 digital source for beauty content, followed closely by Google Search.

November 2018 Google/Kantar TNS

Users searched almost 90 million times for specific natural beauty ingredients in the past year.

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Focussing soley on beauty fanatics, CoverGirl reached new audiences and achieved a 2X return on ad spend.

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90

of top beauty videos about aloe did not mention a brand.

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YouTube viewers use the platform for help with a problem they’re having with their work, studies, or hobbies.

October 2017 2and2/Google

How watching videos on YouTube makes people feel

October 2017 2and2/Google