How people shop for their Personal Care items is constantly evolving. This evolution comes with consumer education, newly introduced trends, and seasonal changes. To help your brand align with the latest consumer preferences in Personal Care, MikMak took a closer look at the current shopping habits of consumers. Here’s what we found!
Sustainable packaging, micro-influencers, and one-size-fits-all products are on trend right now
According to a recent article from Beauty Independent, Personal Care and skincare trends are quickly evolving. When skincare brand founders were asked about their predictions for 2024, some themes were apparent. First, consumers are becoming more environmentally conscious and may favor eco-friendly packaging.
Furthermore, shoppers are researching their Personal Care products more than ever. They may favor the opinion of micro-influencers with professional credentials, such as cosmetic chemists, estheticians, nurses, and dermatologists, over a typical advertisement. Consumers are also predicted to consolidate their Personal Care routines, looking for more straightforward products, rather than previous multi-step processes.
Personal Care Brands are investing in social; search is seeing the highest conversion
To measure brand media investment, MikMak looks at a metric called Share of Purchase Intent Clicks, which measures the number of times a shopper clicks through to a retailer option from Shoppable Media.
Taking a 90-day look back, Personal Care brands invest the most in social channels, driving 65.1 percent of Purchase Intent Clicks. Video follows at 13.8 percent, and search is in third at 10.5 percent. Rounding out the top channel types, brand websites and display ads drive 8.6 and 2 percent of Purchase Intent Clicks, respectively.
However, when looking at Purchase Intent Rates by channel, which measures the likelihood that a consumer will click through to a retailer option, search leads the pack at 16.1 percent (4.9x the category average). Following search is brand websites at 15.5 percent (4.7x the category average). Video also saw an above-average Purchase Intent Rate at 3.7 percent (1.1x the category average). Meanwhile, social, and display ads saw Purchase Intent Rates of 2.7, and 1.1 percent, respectively. This shows that Personal Care brands that invest more in search and their brand website might see a higher likelihood of purchase from consumers.
MikMak customer, Aveeno™, is a testament to this, as they set to drive shoppers from search to a shoppable MikMak experience, over their brand website PDP pages.
They created parallel campaigns for two separate moisturizer products. Each campaign had the same ad copy and keywords and featured a 50/50 split of linking to a brand website PDP and MikMak Commerce. Aveeno™ ran the campaigns for 4 weeks and then analyzed the results.
At the end of the 4-weeks, Aveeno™ saw that campaigns driving to MikMak had a 526 percent greater Purchase Intent Rate than those driving to the brand.com PDP and doubled Purchase Intent Rates when compared to the category benchmark for search.
Personal Care brands see the highest Purchase Intent Rates on Meta channels
When looking at social specifically, MikMak saw that Meta Channels, Facebook and Instagram, saw a Purchase Intent Rate of 5.3 percent (1.6x the category average). Pinterest followed at 4.4 percent (1.3x the category average). YouTube also saw an above-average Purchase Intent Rate of 3.8 percent (1.2x the category average). TikTok and Snap trailed behind, seeing Purchase Intent Rates of 1 and 0.7 percent, respectively.
Walmart is the preferred retailer for Personal Care shoppers
Now that we know what channels Personal Care shoppers are on, where are they checking out? The MikMak Shopping Index showed that Walmart saw 41.8 percent of Purchase Intent Clicks, compared to the top five Personal Care retailers. Amazon drove the second most, at 32.6 percent. Meanwhile, Target saw 15.9 percent of those clicks. Drugstore CVS, and specialty retailer Ulta round out the top five retailers with 5.1 and 4.5 percent of Purchase Intent Clicks, respectively.
West Virginia has the highest Purchase Intent Rate for US Personal Care brands
Knowing where your audience is can be valuable in targeting your ads. Right now, the MikMak Shopping Index shows that shoppers in West Virginia are driving the highest Purchase Intent Rate for Personal Care at 4.3 percent. D.C. follows at 3.7 percent, and Ohio is third with 3.6 percent.
Using first-party data like this to build audience segments can help brands reduce marketing costs. MikMak customer, Aveeno Baby, leveraged MikMak Audiences to identify and enhance its audience segmentation and saw a 1.25x Purchase Intent Rate increase compared to its previous campaigns. They also saw that 31 percent of Purchase Intent Clicks came from MikMak Audience Segments.
Find out how your brand can use first-party data to see similar success; schedule a demo with MikMak today!
