COVID-19 forced consumers indoors and ultimately shook-up everyday habits like getting dressed for work and makeup routines. However, many different categories benefited from this shift, like skincare for example, as consumers experimented with new brands as they navigated through their “new normal”. Two years later, our research is tracking these trends to understand who is purchasing beauty and skincare products? What are their similarities, habits, and opinions? How do the various generations from Gen Z to Baby Boomers differ in their trends? At Provoke Insights, the purpose of our fourth wave of in-house research was to understand consumer mindsets, purchasing trends, and brand loyalty in several industries, including beauty and skincare.

Beauty Shopper Profile

Over one-third of Americans (36%) are purchasing beauty products. These shoppers tend to be younger and female. They are also more likely to be mixed ethnicity or Hispanic. Beauty products are preferred to be purchased in in-store by two-thirds of consumers (66%), however one-third (34%) are shopping online for these items.

Beauty purchasers enjoy experimenting with many brands and are not loyal to specific labels. Over half (56%) purchase multiple beauty brands.

Skin Care Shopper Profile

More Americans are purchasing skin care products than beauty products with over two-fifths (44%) buying skin care products. Since the start of COVID, skin care purchasing habits have increased. Almost one-quarter of consumers (24%) agree they are purchasing more, while only one-tenth (10%) say they are purchasing less. While skincare shoppers have similar demographics to beauty purchasers, these consumers especially stand out for their willingness to pay more for sustainably sourced products and consider themselves to be environmentally conscious. Additionally, these buyers are more likely to be optimistic about the future. 

Skincare shoppers are more loyal to their tried-and-true brands. Almost half (47%) only or mostly purchase one brand. The most popular skincare product overall is moisturizer (84%), which reflects consumers’ main skincare concerns of dryness (44%), anti-aging (37%), and fine lines/wrinkles (31%). 

There are distinct generational differences when it comes to skincare concerns;  younger generations are looking to tackle acne and look at the ingredients used in their products, while older generations are more focus on anti-aging products. The type of products differ as well with younger consumers purchasing a wide variety of products including cleansers, lip balms, face masks, sunscreen, and serums. Older generations are more inclined to purchase moisturizers.  While in-person sales still lead for skin care (61%), online shopping is gaining traction (37%). 

Download the full report for free here.

Methodology

Provoke Insights conducted a 15-minute survey in the spring of 2022 among 1,500 Americans between the ages of 21 and 65. A random stratified sample methodology was used to ensure a high degree of representation of the U.S. population (household income, age, gender, geography, ethnicity, and children in the household). Statistical differences between subgroups were tested at a 95% confidence level. The margin of error is +/-2.5%.

Provoke Insights’ freshly published research on regional produce trends is featured in Produce Business’s July 2022 issue. Head to page 10 to view the article.

In March 2022, Provoke Insights launched a survey among 1,500 Americans. The study aimed to identify key trends in several different industries, including fresh produce, and break out said trends by regional discrepancies.

The standout findings include:

• Pre-cut produce is popular, with 81% of shoppers putting them in their shopping carts each week.
• Grocery shoppers from the Northeast are more focused on sustainable grocery shoppers. This region is the most likely to buy loose produce (60%) without plastic packaging.
• Purchasers from the South are the least likely to be aware of grocery brands (62%) compared to any other region.
• Urban shoppers are the most brand loyal (62%) compared to suburban and rural.

As shopper profiles in the United States continue to diversify, it’s crucial that produce brands remain aware of preferences by region and area.

Onit, a leading legal software company, commissioned Provoke Insights to research and compile the second chapter of its Enterprise Legal Reputation report.

The research shows that there are problems that legal departments may be unaware of. A majority of corporate legal respondents believe that they have “exemplary interactions” (91%) and “positive relationships” (73%) with internal clients. However, less than half of U.S. respondents thought of legal as a trusted business advisor.

Legal is somewhat aware of why they’re being bypassed. They believe it’s because they’re perceived as slow, bureaucratic, lacking in business understanding, or non-responsive. Most of these problems stem from the same issue of bad processes, but only 54% of legal professionals said their CLM is automated.

Overall, there are many problems to be addressed.

Provoke Insights’ newest research on radio and business is featured in a recent article on the Association of National Advertisers. 

Provoke Insights’ most recent wave of in-house research was fielded in March 2022, taking a deep dive into over 15 industries. The study focused on how radio can be used to drive business and brand growth across all of these industries.

The standout findings include:

• 71% enjoy the browsing experience while shopping
• 56% are not concerned with price and are willing to splurge on items
• Almost half would pay more for items that are sustainably sourced

Overall, the research highlighted radio listeners as the ideal retail shoppers. Radio is an important tool that retailers and brands can use to help drive retail traffic, boost sales, and grow their business.

Provoke Insights’ 2018 research for Markets Insider on advertisers vs. client-side marketers was featured in a recent article in Adweek. 

The research shows that pitching is an integral part of closing for most agency marketers. 81% of advertising professionals are involved in pitching. These professionals believe that pitching increases their stress by 28%. Meanwhile, half of all client-side marketers strongly value creativity, followed by a true understanding of the company’s goals (47%). 

Provoke Insights’ study further shows that pitching is common practice in advertising agencies. 11% of professionals pitch every week, while more than half pitch at least 10 times per year. 

As COVID has massively changed the way marketers, advertisers, and researchers work, with the introduction of remote/hybrid work, fresh, stress-less ways of pitching are more forefront in the industry. As new business tends to be driven by pitches, marketers should continue to meet and exceed clients’ expectations by demonstrating ROI and high levels of trust. Provoke Insights’ research on this global issue can be found in full on Markets Insider. Special thanks to Adweek and authors Rebecca Stewart and Stephen Lepitak.

Provoke Insights’ research on enterprise legal department dynamics was released in a report from Onit, a legal management software brand.

This press release announces the publication of Onit’s Enterprise Legal Reputation (ELR) Report, based on a study performed by Provoke Insights in early 2022. The study explored the image enterprise employees have of their legal departments and the material effects their relationship has on their businesses.

The standout findings include:

• 79% of enterprise employees do not see Legal as a modern operation.
• 78% view the legal department as protectors of the business
• 65% admit to bypassing Legal’s policies.

Read the full press release and download the report.

Provoke Insights’ newest research on the CBD market is featured in a recent article in Happi Magazine.

This latest wave of Provoke Insights’ in-house survey was fielded in March 2022. The goal of the study aimed to gain perspective on the awareness of CBD among the general population, as well as how it is perceived by consumers and their loyalty to brands in multiple industries, including CBD.

The standout findings include:

• 42% of those who are aware of CBD are apt to try it
• Pain relief is the most top-of-mind health aid (69%)
• CBD purchasers tend to be more mindful of whether the products they purchase are sustainably sourced (54%) compared to non-CBD purchasers (40%)

Head to Happi for more exclusive insights on the personal care and beauty industries.

Provoke Insights’ newest research on restaurant trends and pandemic-related concerns is featured in a recent article from Modern Restaurant Magazine.

In this newest in-house survey, which was fielded in March 2022, Provoke Insights aimed to gain perspective on diners’ mindsets, habits, and experiences when eating at restaurants. Provoke Insights included 14 other categories in this fourth wave of research, including alcohol, travel, and retail.

The standout findings include:

• Concern for eating at restaurants has decreased by 29% since 2020
• Restaurant-goers skew younger (Gen Z & Millennials)
• Demand for fast food has been growing since the start of the pandemic. 64% of consumers eat at fast food joints the same amount or more than pre-pandemic.

Head to Modern Restaurant Management for more exclusive insights on the restaurant and hospitality industry!