谷歌_凯度-2021年网络美容消费者报告（英文）-2021.5-72页_27mb

Connected Beauty Consumer Report Summary

Core Content

This report provides an in-depth analysis of the evolving Indian beauty consumer landscape, emphasizing the increasing influence of digital platforms on consumer behavior and brand strategies. It highlights the importance of understanding the modern consumer journey, which is now more personal, fragmented, and influenced by a variety of digital touchpoints.

Main Findings

• Digital Influence: The Indian beauty and personal care industry is undergoing a significant transformation due to digital influence. With over 500 million internet users, businesses must adapt to become digital-first.
• Consumer Journey: The beauty consumer journey is now non-linear and highly personalized, involving multiple online and offline touchpoints. Consumers often start with digital research, move to brand websites, and end with in-store purchases.
• Digital Touchpoints: 9 out of 10 consumer journeys include digital touchpoints, with YouTube and Google Search being the most influential for discovery and decision-making.
• Online Commerce Growth: Online sales of beauty products are expected to grow significantly, contributing 4X more than the CPG industry. By 2024, online commerce is projected to make up 10% of the total business.
• Covid-19 Impact: The pandemic has accelerated the shift to digital, with consumers seeking "at home" solutions, DIY products, and natural ingredients.
• Personalization Trends: Consumers are increasingly looking for personalized experiences, with preferences defined by factors like skin type, lifestage, time of day, and occasion. Brands that cater to these needs are likely to succeed.
• Consumer Loyalty: Loyalty to a single brand is declining, with 66% of consumers not loyal to one brand. Brands must focus on making information easily accessible to remain on the consumer shortlist.
• Key Pain Points: The top challenges consumers face when purchasing beauty products online include difficulty in choosing the right product, lack of brand experience, and inability to envision the product's suitability. Brands can address these by providing detailed product information, recommendations, and tools.
• Content Strategy: Online video and social media are preferred over traditional offline mediums for brand shortlisting. Brands should invest in high-quality video content and ensure their websites are user-friendly and informative.
• Trends in Beauty Categories: Skin creams, shampoo, deodorant, bar soap, and face wash dominate online sales. Makeup and skincare show the highest engagement levels.
• Language and Cultural Preferences: Vernacular languages are preferred in video content, indicating a need for localized marketing strategies. Hindi is now the second-most used language for Google Assistant in India.

Key Recommendations

• Be Online or Be Overlooked: Brands must have a strong online presence, especially on YouTube and Google Search, to stay relevant.
• Make It Easy or Be Off the Shortlist: Simplify the consumer experience by providing clear, accessible information and leveraging online platforms effectively.
• Deliver Offline Experience Online: Use digital platforms to replicate the in-store experience, such as through virtual try-ons and personalized recommendations.
• Tech is the Future of Beauty: Invest in technology to enhance the consumer experience, including AI-driven personalization and virtual tools.
• Leverage Creators: Collaborate with YouTube creators and influencers to build trust and drive engagement.
• Adapt to Changing Consumer Needs: Understand and respond to the diverse needs of consumers, including those related to gender, skin type, and lifestyle.

Research Methodology

• Survey Data: The report is based on a survey of 1740 consumers aged 18-45, using CAWI (Computer Aided Web Interview) in major cities and CAPI (Computer Aided Personal Interview) in smaller cities.
• Data Sources: The research combines primary survey data with syndicated data from Kantar's e-commerce and household panels, as well as Google Search and YouTube analytics.
• Consumer Insights: The report identifies key trends in consumer behavior, including the growing importance of online video, the influence of social media, and the increasing preference for personalization.

Conclusion

The Indian beauty market is rapidly evolving, driven by digital adoption and changing consumer preferences. Brands that adapt to these trends by investing in digital platforms, personalization, and technology are likely to thrive in this new landscape. The report serves as a guide for brands to understand and meet the needs of the connected beauty consumer, ensuring a seamless and engaging purchase journey.