Winning in the connected beauty industry

How brands can keep up with shifting consumer preferences in India’s growing beauty industry

One of the fastest growing markets globally, India’s beauty retail scene continues to be redefined by an ever-evolving landscape of consumer preferences and trends, coupled with intense industry competition and innovation.

Today’s beauty counter is no longer limited to the in-store advisor. A myriad of online channels, all offering more personalised ways to engage, provide an opportunity for brands like never before.

The Connected Beauty Consumer study, conducted in partnership with Google and Kantar, uses data from multiple sources to understand key gaps in the consumer purchasing process for beauty products; and offers insights into the buying experience and mindset of the Indian consumer. The aim is to help brands navigate through omni-channel complexities to create and deliver a more meaningful and effective brand experience for consumers.

Key findings of the study include:

1. It’s all about “me”

• The purchase decision is made largely in the upper funnel touchpoints
• India's tier-1 cities (population of 100k and above) have caught up with metros (population of 1m and above) in category engagement
• Personalisation goes beyond gender to include season, time of day and relevant occasions
• The gender divide in the Indian beauty and personal care industry is a myth

2. Be online or be overlooked

• 9/10 consumer journeys include a digital touchpoint
• YouTube has emerged as the online beauty advisor while Google Search is the gateway to discovery

3. Make it easy or be off the shortlist

• 2/3 consumers are not loyal to one brand
• Brands with easily discoverable information on digital platforms are more likely to make it to the consumer shortlist
• Leverage online video by being present on the video platform of choice and reinforce video content with a high-quality website

4. Deliver offline experience online

• Online has moved beyond its traditional role as a research medium and has become an important purchasing platform
• Solve consumer pain points by investing in the right platforms, creators and technology

5. Tech is the future of beauty

• Friction will increase as consumers try to complete traditional offline activities online e.g. lipstick try-on
• There is a big opportunity for brands to own these moments and capitalise on them with the right use of technology

Download Google, WPP and Kantar's Connected Beauty Consumer Report for more in-depth insights on India’s growing beauty industry