DAYTON, Ohio — A new survey from experience agency ChangeUp reveals a significant disconnect between beauty retailers’ priorities and what shoppers actually want in-store. According to the second installment of ChangeUp’s Beauty Report Series, 92% of shoppers say they crave more clarity and control in their in-store beauty shopping experiences.
Based on responses from more than 1,600 U.S. beauty shoppers, the report finds that customers increasingly value straightforward and intuitive store layouts, as well as the ability to shop without needing assistance. Eighty-six percent want to easily locate products on their own, while 83% have become more value-conscious when buying beauty items.
Two often-overlooked yet high-spending segments, dubbed Label Luminaries and Timeless Tacticians, make up nearly a third of the market. While they still prefer to finalize purchases in-store, many feel disconnected from current retail environments.
“Today's beauty customers still rely on physical retail, yet feel increasingly alienated by environments that don't reflect their needs,” said Lynn Gonsior, COO at ChangeUp. “Retailers have been chasing the loudest signals, and the oversight of some of their most valuable customers is costing them. Real loyalty isn't built on trend-chasing, it's built on understanding your customers.”
Key findings from the report include:
- 92% of beauty shoppers want store layouts that are clear and intuitive.
- 86% want to find what they need without having to ask for help.
- 83% say they have become more value-conscious when buying beauty products.
- The two most overlooked consumer segments are deemed Label Luminaries and Timeless Tacticians. Representing 31% of all beauty shoppers, these powerful, high-spending consumers still prefer to make final purchase decisions in-store, despite feeling increasingly disconnected from the retail experience.
ChangeUp's research also reveals significant differences in consumers' satisfaction of shopping experiences across a range of retailers including Sephora, Ulta, Macy's, Walmart, CVS, and more.
"Beauty retail doesn't need to be more complicated, it needs to be more intentional," added Gonsior. "When retailers start designing for clarity, confidence, and connection, they don't just fix frustrations for niche groups, they elevate the experience for everyone."
Download the full report at: www.changeupinc.com/beauty-report-part-2
For Part One of the Beauty Report Series, visit: https://changeupinc.com/beauty-report/
