Finally, answers in the search for beauty-at least in terms of how consumers use the internet. We surveyed beauty product purchasers, and found those who use search engines are a key demographic. Compared to non-searchers, they spend more and are frequent shoppers, preferring to buy the products they like regardless of price. Because these consumers use search in every stage of the research-to-purchase process, manufacturers need to invest in branded and non-branded terms to effectively reach them.

July 2011

Google and Compete conducted an online survey to understand the role of search in the online channel in the beauty research process. Here's what we found:

  • Search was used by 36% of online beauty researchers and shoppers, making it one of the most utilized and valued resources consumers use to research and shop for beauty and personal care products.
  • Searchers are more valuable than non-searchers. They are 38% more likely than non-searchers to have shopped for beaut 4 or more times in the last 3 months. They are more than 4X more likely to have spent $100 or more on their last beauty purchase.
  • 83% of consumers report searching as a direct result of seeing an ad in a print magazine.
Even existing customers use search engines before making a purchase, so manufacturers need to invest in search to remain top of mind and keep existing customers loyal.