The truth about beauty purchasing behaviour

Every six months sees Australia's biggest beauty review website beautyheaven survey users visiting the site to discover detailed insights into the where, when, and why of consumers when it comes to beauty product purchasing decisions. With over 1500 Australian women taking part in the recent survey, key insights were revealed across the skincare, hair, make-up and body categories – with some surprise revelations coming to light.

While multitasking products are currently trending across Australia, it seems consumers are still turning to multiple products to get the desired outcome. With make-up, 57 per cent of participants use four or more products on a daily basis, while 26 per cent use four to six skincare products in the morning and evening. A further 65 per cent revealed they use one to three skincare products on their face in the morning and evening.

Fashion trends and celebrity looks are still a driving force when it comes to purchasing decisions, with this influencing 73 per cent to experiment with their make-up and 70 per cent with their hair.

And it seems reports that reviews are driving consumers in-store are right on the money, with 85 per cent of participants admitting they would spend more on a skincare product for their face than they'd originally planned if they had read good reviews about it online. A further 97 per cent read reviews about skincare products for their face before making purchasing decisions.

For those brands interested in gaining access to the full insight document, please contact your beautyheaven account manager.