Beauty sales go online

More people than ever are heading to the internet to purchase their cosmetics and skincare products

Latest figures from Roy Morgan Research reveal online cosmetics and skincare purchases have seen a significant increase over the past few years.

Between April 2014 and March 2015, 316,000 Australians purchased cosmetics and 283,000 bought skincare products from an online retailer in an average four weeks, with 108,000 buying both.

Meanwhile, between April 2015 and March 2016 these figures rose to 370,000 and 367,000 respectively, while the number of crossover customers increased to 120,000.


Source: Roy Morgan Single Source (Australia), April 2014 – March 2015 (n=15,913) and April 2015–March 2016 (n=15,074).

Australian consumers are far more likely to purchase cosmetics and skincare online from local rather than overseas retailers, the data also shows.

A higher proportion of those aged 35-49 years bought these categories of products online but the trend was popular across most age groups, only dropping off past the age of 65.

“Not surprisingly, the vast majority of shoppers are women,” says Roy Morgan communications director, Norman Morris.

“Part of the appeal of purchasing skincare and make up via the internet is that it’s often cheaper than shopping in bricks-and-mortar stores.

What’s more, with an above-average proportion feeling that there are not enough hours in the day, the convenience of shopping online would definitely appeal,” he says.

“Australian skincare and cosmetics brands and retailers keen to succeed in this growing market (while remaining one step ahead of overseas competitors) need to really understand not simply the demographics of shoppers most likely to buy these products online, but also their attitudes and media consumption habits,” Morris adds.

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