How Amazon Advertising can help drive your skincare marketing strategy
Amazon Advertising can help you extend your reach across the complete path to purchase, from brand discovery and consideration to driving omni-channel reach and results, on Amazon and offline.
2Kantar, 2019, US.
3Amazon quarterly earnings release, Q1 2020. Active customer accounts represent accounts that have placed an order during the preceding twelve month period.
4Comscore plan metrics, 2019.
How skincare brands can use Amazon Advertising
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Skincare industry insights
Staying on top of skincare consumer trends can help guide a successful advertising strategy. Our custom survey by Kantar uncovered insights into the shopper journey from 1,066 survey participants who purchased skincare products in the last month and are representative of the US female skincare buyer population.
Based on a custom survey, we learned that in-store skincare buyers that had an online touch point while in-store frequently visited Amazon,5 indicating that advertisers have a strong opportunity to build an omni-channel customer experience for their brand through Amazon Advertising.
Other skincare insights we learned:6
• The majority of skincare buyers, 88%,
purchase in store.
• Just over half of in-store skincare buyers had an online touch point before they made a purchase.
The importance of online touchpoints
Skincare buyers gave these reasons for visiting online sites:
• Researching/learning more about products they are already considering (47%)
• Finding best product to meet needs (39%)
• Finding product with best deal/promotion (28%)
It's clear that shopping for skincare products is omni-channel. In-store buyers engage with online touchpoints, and both online and in-store buyers engage with Amazon.
5Kantar, 2019, US.
6Kantar, 2019, US.