Beauty understanding the consumer purchase process (france)

Understanding the Consumer
Purchase Process: Beauty
France

Hamburg, 26th October 2010

TNS Infratest
Full Country Report
Scalable Research Solution

Google Confidential and Proprietary 1

Agenda

•  Summary
•  Methodology
•  Usage and Shopping
•  Building Brands in Media Ecosystem
•  Beauty & Care Products – Online
•  Beauty & Care Products – Mobile
•  General Information on Audience


Summary


Summary

•  In the beauty and care category brands have a strong impact on research and
purchase decisions. Therefore it is crucial for boosting sales to build up and shape
the brand image on the internet.
•  Products out of the categories Fragrance, Face & Body care and Haircare are most
frequently used in the Beauty and Care market and the majority of respondents
made a purchase within these categories during the past 3 months.
•  Brands determine the majority of beauty and care purchases. Most of the
respondents state to either know exactly which product I want to buy or know the
brand I want to buy .
•  Online purchases already have a significant proportion in the beauty and care
category. However, there is still room for improvement.
•  Frangrances and Face & Body Care are most likely to be bought online in the Beauty
and Care category.
•  Especially online catalogue sellers, online boutiques and the brand s websites are
the preferred places for purchasing online.
•  Convenience is the key driver for buying online. Especially convenient delivery
service, special promotions, availability 24/7 and easy to compare products are
important.

Source: TNS Infratest Google Confidential and Proprietary 4

Summary
•  Advertising in the beauty and care category needs to be balanced throughout all
media channels.
•  Consumers search online for brands and products related to beauty and care when
they see advertisements in other media.
•  Brand names only or brand names combined with a specific product or a product line
are most often searched for when seen in other media.
•  The interplay of different media together definitely build an ecosystem: Brands seen
on the internet have a better brand image than brands seen on TV. Purchase
consideration of brand seen on the Internet exceeds those seen on TV. Overall both
media combined work best.
•  No brand presence in media is fatal for brand consideration.
•  When researching online most consumers expect to find price information, discounts
and free trials as well as beauty tips.
•  Advice of experts provided in online channels is very much appreciated for beauty
and care products.


Summary
•  Search Engines are regarded as very helpful while searching beauty and care
products.
•  Search Engines belong to the TOP information sources for Face & Body care.
•  Google is definitely the most used search engine for beauty and care products.
63% only use Google for search.
•  About 25% of all searchers for beauty and care products state to click on sponsored
links.
•  Interestingly also 12 % of the respondents use YouTube to research beauty and care
products – presumably for product usage tips.
•  Mobile commerce is already a relevant entity. Comparing prices is the key driver for
mobile commerce in the beauty and care category.


Flow of Questionnaire

Screening and Internet Usage

Deep Dive Beauty Products

Brands and Building Opinion – Media Ecosystem

Product Purchase – Beauty and Care

Beauty and Care - Online

Information Expectations – Beauty & Care Online

Need for Interaction - Online

Search Engines: Usage and Usefulness

Attitude towards online shopping and online research

Socio Demographics

Google Confidential and Proprietary

Methodology


Methodology

•  Target group: Internet user in France, 14 years and older
•  Sample: N=1,000 Internet user
•  Methodology:
§  Online Questionnaire
§  Representative weighting by age, gender, education, income, frequency of online
access, frequency of online purchase, usage of YouTube
•  Period of analysis:
§  Fieldwork: from September 29th to October 11th, 2010
§  Final Report: October 29th, 2010

•  Research company: TNS Infratest


Usage and Shopping


Categories of Beauty and Care products

The following report refers to different Beauty and Care categories

Face and Body Care

Cosmetics

Haircare

Fragrances

Weight Loss


Product Usage - Frequency

Fragrance, Face & Body care and Haircare are the most frequently
used products in the Beauty and Care market

Daily Weekly Monthly Less Don't know/No answer

Fragrances 62% 21% 8% 6% 3%

Face and Body Care 43% 17% 9% 17% 14%

Haircare 30% 53% 7% 5% 4%

Cosmetics 22% 13% 8% 25% 32%

Weight Loss 4% 5% 7% 44% 41%

Q201: How often do you use the following products?
Base: Total n=1,000


Shopping in the past 3 Month

The majority of respondents bought Haircare, Fragrances and Face &
Body Care during the past 3 month
Shopping in the past 3 Month – Other Products
All Respondents

Haircare 78%

Fragrances 62%

Face and Body Care 54%

Cosmetics 31%

Weight Loss 14%

Q104_2: Did you buy or shop any products out of the following categories in the past 3 months?
Base: Total n=1,000


Place of purchase: Online vs. Offline

Already significant online purchases in the beauty and care category
with room for improvement in comparison to offline purchases

17%
Fragrances
76%

15%
Face and Body Care
70%

13%
Cosmetics
51%

11%
Haircare
83%

9%
Weight Loss
27%

Purchased online
Purchased offline

Q405: Where do you usually buy beauty and care products from the categories below?
Base: Total n=1,000


Place of purchase: Online

Online catalogue sellers, online boutiques and the brand s websites
are the most frequently used places of purchases online

Face and
Cosmetics Haircare Fragrances Weight Loss
Body Care

Online from a catalogue seller 31% 35% 27% 31% 19%

Online Boutique 27% 25% 19% 26% 16%

Dedicated Website of the brand 21% 20% 19% 21% 21%

Online Supermarket 14% 14% 27% 15% 15%
Online

Internet Pharmacy 17% 15% 16% 7% 27%

Online Department Stores 11% 12% 10% 14% 7%

Online Health food store 3% 4% 1% 6% 24%

Online Fashion Store 6% 11% 6% 8% 5%

Online Drugstore 6% 6% 4% 7% 10%

Basis: Persons who purchase online – Body and Care n=183, Cosmetics n=154, Haircare n=133, Fragrances n=182, Weight Loss n=102


Place of purchase: Offline

Offline Face and Body care, Cosmetics and Haircare are bought in the
Supermarket most often – Fragrances are usually bought in a boutique

Face and
Body Care

Supermarket 54% 50% 74% 28% 46%

Boutique 22% 33% 16% 45% 19%

Department Stores 15% 21% 13% 25% 10%

Pharmacy 28% 7% 8% 2% 26%
Offline

Dedicated Brand store 8% 11% 4% 12% 5%

Catalogue 5% 8% 3% 4% 4%

Health food store 2% 3% 1% 2% 17%

Drugstore 2% 3% 2% 4% 4%

Fashion Store 2% 4% 2% 3% 3%

Basis: Persons who purchase offline – Body and Care n=726, Cosmetics n=536, Haircare n=850, Fragrances n=790, Weight Loss n=321


Drivers for buying online – Overview

Convenience is the key driver for buying online

Drivers for buying online – Overview
Respondents who purchased Beauty and Care products online

Convenience 86%

Prices/Payment 85%

Assortment/Clarity 73%

Advice 67%

Lifestyle/Enviroment 63%

Q506 Please indicate your reasons for buying beauty and care products online.
Base: Respondents who purchased Beauty and Care products online n=308


Drivers for buying online

Online purchases are mainly driven by the convenient delivery service,
special promotions and the availability at 24 hours / 7 days
Price / Payment
Special promotions online 49%

Better prices than offline 38%

A free trial 37%
Convenient online payment 32%
Easier to compare prices 30%
Possibility to pay with gift card 13%
Convenience
Convenient delivery service 52%
It s available 24 hours and 7 days a week 47%
It is fast and a gain of time 38%
No long queues like in the store 30%
It is easier to find the products I need 28%
It is more convenient in general 28%
Delivery on time 25%
You can shop from anywhere (e.g. from the office, from home..) 20%
It is more inspiring 12%
No need to carry the products 11%
My favourite store is not close to home 8%



Drivers for buying online

The possibility to easily compare products is a key driver for buying
online as well
Lifestyle/Environment
It fits to my lifestyle 38%

Trusted supplier 36%

Assortment/Clarity
Easier to compare products 43%

Large and complete assortment 41%

Special Products which are hard to get offline 26%

Special products which are not available in my country 5%

Personal Advice
I can use the online product finders for consultancy 29%
Lots of additional information provided 28%
Can get direct feedback to my questions 19%

Can find all relevant contact details 16%

I can see what other people bought in addition to my product 12%

My friends / family/ colleagues do it 10%

It was recommende to me by friends, family, colleagues 4%



Building Brands in Media Ecosystem


Mindset shopping

Beauty brands drive the majority of beauty and care purchases.

Face and
Body Care

Brand driven shopping 63% 47% 59% 60% 41%

I know exactly which product 46% 31% 44% 43% 30%
I want to buy

I know the brand I want to 16% 16% 15% 16% 11%
buy

Brand related shopping 31% 45% 35% 31% 38%

I know the product category 24% 27% 24% 19% 22%
and choose certain brands

Without a specific goal, but
7% 17% 11% 12% 16%
with a set of relevant brands

I just go shopping without any
6% 9% 6% 10% 21%
pre-thoughts

Q404: Please think about your mindset when you buy beauty and care products. Which of the following statements apply best to you?
Base: Valid responses - Face and Body Care n=781, Cosmetics n=568, Haircare n=906, Fragrances n=891, Weight Loss n=318


Brand overview

By far the most brands are recalled from watching TV

No. of brands
All Respondents

Seen on TV 14.8

Considered brands 6.2

Used brands 5.9

Seen on the internet 5.1

Seen on both (Internet & TV) 3.1

Q202: Which of the following brands do you use?
Q301: Which of the following brands do you consider when buying beauty and care products?
Q303a: Please click on the brands you actively remember seeing on the Internet.
Q303b: Please click on the brands you actively remember seeing on TV
Base: Total n=1,000


Brand image

Brands seen on the internet have a better image than those on TV.
Brands used or considered for buying have a very positive image.
Brand image
All Respondents

Brands seen on both (Internet & TV) 14% 3% 11% 36% 21% 57%

Brands seen on Internet 14% 3% 12% 37% 20% 57%

Brands seen on TV 17% 2% 14% 33% 16% 49%

Brands considered 5%0%5% 42% 27% 68%

Brands used 6% 5% 39% 27% 66%

Poor opinion Fair opinion Very good opinion Excellent opinion

Q202: Which of the following brands do you use?
Q304: What is your general opinion about the following brands?
Base: Total n=1,000


Influence of Media

Purchase consideration of brand seen on the Internet exceeds TV.
Both media combined work best – No brand presence is fatal.

Influence of Media

All Brands

Internet Both TV Not seen
Seen on 9% 5% 25% 66%

Purchase Yes No Yes No Yes No Yes No
Consideration 25% 75% 30% 70% 20% 80% 3% 97%

Base: Total n=1,000


Online Search in Media Ecosystem

Two of thee respondents search online for beauty and care products they
saw on other media before – Media together definitely build an ecosystem

Frequency of Online Search in Media Ecosystem
All Respondents
very often 2%
6%

often
17%

occasionally TOP 3
11%
25%
infrequently
23

seldom

37%
never

Q305_1: When you see beauty and care products on other media like TV or Print, how often do you search online for products in these categories afterwards?
Base: Total n=1,000



The brand name is most often requested when searching online for
further information
All Respondents who search in Media Ecosystem

Brand name 28%

Brand name & specific product
24%
or product line combined

Brand name & generic keyword 21%
combined

Name of the specific product or 20%
product line

Generic Keyword (e.g. lipstick or 11%
after shave)

Q305_2: When you search online for beauty and care products you saw on other media (e.g. TV/Print) before, what do you search for?
Base: Respondents who searched online for products n=662


Beauty & Care - Online


Online Research – Face and Body Care

Search Engines are one of the TOP information sources for Face &
Body care
Touchpoints
used Final decision

Websites of the brands 31% 21%

Websites of Boutiques 22% 13%

Search engines 21% 12%
Online Touchpoints

Health and care websites 13% 8%

Beauty and care forums 13% 6%

Consumer reviews on the internet 12% 10%

Online Pharmacies 12% 7%

Product and price comparison sites 10% 5%

Beauty blogs 9% 6%

Websites of print magazines 8% 4%

Video platforms e.g. YouTube 4% 2%

Social Networking Sites (e.g. Facebook) 4% 2%

Websites of drugstores 3% 2%

E-Mail Marketing 3% 1%

Q501: Which of the following websites do you visit for researching beauty and care products?
Q502: Which of the following online information sources have the highest impact on your final decision? 28
Base: Respondents who used online touch points in the research process n=490; final decision n=470

Source: TNS Infratest Google Confidential and Proprietary

Online Research – Cosmetics

Search Engines are one of the TOP information sources for Cosmetics

Touchpoints
used Final decision



Online Touchpoints

Beauty blogs 13% 7%











Base: Respondents who used online touch points in the research process n=388, final decision n=370


Online Research – Haircare

Search Engines are one of the TOP information sources for Haircare

Touchpoints
used Final decision



Online Touchpoints





Beauty blogs 8% 5%







Base: Respondents who used online touch points in the research process n=488, n=463


Online Research – Fragrance

Search Engines are one of the TOP information sources for Fragrance

Touchpoints
used Final decision



Online Touchpoints



Beauty blogs 9% 6%











Online Research – Weight Loss

Search Engines are one of the TOP information sources for Weight
Loss
Touchpoints
used Final decision



Online Touchpoints





Beauty blogs 8% 4%









Intensity of Online Research

Face & Body Care, Fragrances and Haircare are searched for most
intensively on the internet
Intensity of Online Research
All Respondents
Daily Weekly Monthly Less Don't know / No answer

Face & Body Care 6% 9% 25% 49% 11%

Fragrances 6% 9% 24% 53% 8%

Haircare 5% 11% 20% 55% 10%

Cosmetics 6% 9% 19% 42% 25%

Weight Loss 5% 8% 13% 37% 37%

Q512: How often do you use the internet for researching for the following categories?
Base: Respondents who used online touch points in the research process n=545


Information Expectations – Beauty & Care (1/2)

Price information, discounts and free trials as well as tips are most
frequently expected to be found online
Information Expectation – Beauty & Care Products
All Respondents
Price information 43%

Coupons / Discounts 40%

Opportunity to order a Free trial 37%

Tips for product usage 33%

Beauty tips 32%

Shopping opportunity 29%

Information about special offers or promotions 26%

Advice of Experts 26%

Ingredients 24%

Information about new products 24%

Health information 24%

Consumer service, complaints, chat 23%

Practical information 22%

General product information 22%

Q503: Which of the following information do you expect to find on a beauty and care website?
Base: Total n=1,000


Information Expectations – Beauty & Care (2/2)

Regular updates are in the middle of expected information. Games
might be a benefitial, but they are not expected
Information Expectation – Beauty & Care Products
All Respondents

Regular updates 21%

Information about brands 20%

Ethical information about product and producer 18%

Contact information 14%

Forums with other consumers 14%

Newsletters 10%

How to videos from experts 9%

Information about the production process 8%

Commercials 7%

How to videos from other consumers 5%

Event information 5%

Newsfeed 5%

Vision and statement of the producer 4%

Online Games 2%

Q503: Which of the following information do you expect to find on a beauty and care website?
Base: Total n=1,000


Need for Interaction

Online advice of experts is highly appreciated for beauty and care
products
Need for Interaction
Respondents who researched online

Advice from Experts with Feedback 14% 5% 10% 27% 18% 45%
Price draws 23% 12% 11% 19% 13% 32%
Community of the brand 15% 6% 9% 13% 19% 32%
Videos of experts 26% 10% 17% 13% 16% 28%
Live chats with consumers 28% 14% 14% 13% 10% 23%
31%
Live chats with experts 13% 15% 11% 10% 21%
30%
Blog of the brand 15% 15% 10% 10% 20%

Videos of consumers 29% 13% 16% 8% 10% 18%
41%
32%
Games and Entertainment 18% 14% 10% 7% 17%

Brand as facebook profile 28% 13% 6% 5% 12%

Much less interaction Less interaction More interaction Much more interaction

Q505: Do you want more interaction with the brands for beauty and care products online?
Base: Respondents who used online touch points in the research process n=554


Search Engine Usage

Google is definitely the most used search engine for beauty and care
products! Also 12 percent of the respondents use YouTube to research
Search Engine Usage
Used a search engine during research / purchase process

94%

63% used
16%
only Google

12%

10%

5%

Q508: Which of the following internet sites did you use during your research process or would you consider using?
Base: Used a search engine during research / purchase process n=545


Importance of Search Engines

Search Engines are very helpful for searching beauty and care
products

Helpfulness of Search Engines

Face 13% 6% 8% 35% 25% 15% 75%

Haircare 21% 8% 14% 39% 21% 12% 71%

Fragrances 24% 9% 15% 34% 23% 12% 69%

Cosmetics 19% 7% 12% 26% 19% 11% 56%

Weight Loss 20% 12% 8% 18% 12% 10% 39%

Not at all helpful Not very helpful Helpful Very helpful Extremely helpful

Q510: How helpful would you consider search engines when you inform yourself about…?
Base: Respondents who used respective search engine during research / purchase process: n=536


Sponsored Links

About 25% of all searchers for beauty and care products state having
clicked on sponsored links
Sponsored Links
Used a search engine during research / purchase process
Face and
Fragrances Haircare Cosmetics Weight Loss
Body Care

I clicked on sponsored links 23%
27% 21% 20% 13%
at the top of the search engine page

I clicked on sponsored links 11%
10% 12% 11% 7%
at the right hand side

I clicked on the 'normal' (organic) results 18% 18% 19% 11% 10%

I don't know where I clicked-normal or
12% 16% 12%
sponsored links 14% 8%

none of these 20% 21% 20% 20% 18%

Q511: While researching on search engines for the following products, did you do one of the following?
Base: Used a search engine during research / purchase process: n=536


Likelihood of buying online

Fragrances as well as Face & Body Care are most likely to be bought
online in the Beauty and Care category

Likelihood of online purchase
All Respondents
Fragrances 46% 33% 13% 15% 11% 25%

Face & Body Care 47% 34% 13% 13% 10% 23%

Haircare 49% 34% 14% 11% 9% 20%

Cosmetics 48% 38% 10% 11% 7% 18%

Weight Loss 56% 48% 8% 7% 4% 10%

Very unlikely Somewhat unlikely Somewhat likely Very likely

Q515: How likely is it that you will buy products of the following categories online within the next 12 month?
5-point-scale: (1) Very likely – (5) Very unlikely
Base: Total n=1,000


Beauty and Care - Mobile


Mobile Internet Usage

More than 20% of the respondents use the mobile internet

Mobile Internet Usage

D.K./No
answer: 4%

Yes: 21%

No: 74%

Q216: Do you regularly use the mobile internet on your mobile phone for private purposes?
Base: Total n=1,000


Mobile Commerce

Comparing prices is the key driver for mobile commerce in the beauty
and care category
Beauty & Care
Products All Products

Check if a product is cheaper in a store near by 16% 16%

Scan the barcode and compare prices 11% 15%
Mobile Internet

Get prices of the product mobile 11% 26%

Upload pictures and asking my community 9% 14%

Get product information mobile 9% 37%

Call someone who knows about the products 8% 20%

Q216_1: Which of the following actions did you do on your mobile phone within the last 6 months?
Base: All mobile Internet Users n=257


General Information on Audience

Google Confidential and Proprietary

Background information

Age 14-34 years 35-54 years 55+ years
39% 37% 25%

Gender Male Female
50% 50%

Income * Low Medium High D.K./No answer
19% 37% 30% 15%

Education ** Low Medium High No answer.
21% 30% 46% 3%

Frequency Online Access Daily Weekly Monthly Less
74% 15% 1% 10%

Household size 1 2 3 4 or more
19% 38% 18% 25%
Annual Value of online
Median
purchase
150

*Low: Did not attend school, Primary level, Secondary level, Vocational short course; Middle: High school or vocational high school, Vocational degree; High: Higher education 1st
level, Higher education 2nd level, Higher education 3rd level (post grade course)
**Low: up to 1 500 € per month; Middle: 1 500 to 3 000 € per month; High: 3 000 per month and more
Base: Total n=1,000


Thank you for your attention!
Beauty & Care France


Beauty understanding the consumer purchase process (france)

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Ähnlich wie Beauty understanding the consumer purchase process (france)

Ähnlich wie Beauty understanding the consumer purchase process (france) (20)

Mehr von Search Talk

Mehr von Search Talk (7)

Kürzlich hochgeladen

Kürzlich hochgeladen (6)

Beauty understanding the consumer purchase process (france)