The Impact of the Internet on Beauty Product Selection in Russia

The process of purchasing beauty products, particularly facial care, is heavily influenced by the internet. Regardless of whether purchases are made online or offline, people turn to the internet for information. Buyers consider the internet to be the most reliable and trustworthy source of information about these products, even more so than recommendations from friends, which come in second. A joint study conducted by Nielsen and Google among Russian women aged 18 and above provides further insights into this topic.

The study titled “Buyers of Facial Care, Hair Care, or Make-Up Products” conducted in Russia in August 2018 by TNS/Google found that 76% of women who use cosmetic products search for beauty content online at least once a month. Interestingly, 52% of buyers keep up with trends in the beauty industry.

The initial step in the purchasing process is online

Online sources are utilized by more than half of facial care buyers before making a purchase, whether in an offline shop or on a website. Moreover, 25% of the respondents not only seek information about the products online, but also make their purchases through this medium.

Half of the respondents utilize mobile devices to search for information on facial care products. Smartphones and tablets are the go-to for basic information such as brand descriptions, product features, prices, reviews, and articles on forums and portals, as well as buying conditions from shops. However, less frequently, mobile devices are used to peruse reviews and discussions on social media, watch review videos, and ask for referrals from online friends.

The search data reveals that there is a consistent increase in the interest of Russian users towards beauty products, as per the findings of Google.

In addition to official information, users are interested in independent product ratings and recommendations before making a purchase.

What is Purchased Online and Offline

Out of the total buyers of facial care products, 24% of them make purchases through both online and traditional retail channels, whereas only 7% exclusively rely on online channels. When it comes to women buyers, a majority of 48% tend to purchase different brands both online and offline, while for 30%, the brand choices differ significantly between the two channels.

In terms of their demographic characteristics, there is little difference between buyers who shop offline and those who shop online. The average age of both groups is around 34-35 years old, and about 65-70% of them have families. Additionally, half of the female buyers have children, and their average income is approximately 30,000 rubles.

There are various factors that motivate users to make purchases on online shops such as:

• Cost-effectiveness in comparison to physical stores
• Availability of products exclusively sold online
• Online-exclusive discounts and freebies
• Convenience in saving time and effort.

Buyers’ choices of online or offline channels depend on what type of product they are looking for. Women tend to purchase more complex items online and simpler products in physical stores. For instance, creams, masks, serums, and micellar water are more frequently purchased online, while scrubs, lotions, and soap are commonly bought in brick-and-mortar stores.

Planning and purchasing strategies

Women tend to take their time when searching for goods online, making a thorough search; hence, a personalized approach is appreciated. According to a Russian poll, 64% of respondents search for cosmetics online. When they need a new product while their old one is almost over, only 47% prefer to purchase offline. However, if the old product is completely finished, 44% will go to an offline shop, while only 19% will choose to buy online.

Most buyers plan their budget and purchases in advance, but offline buyers tend to gather information more thoroughly. This may be because offline buyers study the product offerings in the shop and often make impulsive purchases.

Impact of the Internet on Purchasing Decisions

The Internet can significantly influence consumer choice of beauty products. According to a survey, 41% of respondents base their decisions on information found online, while 55% stick to their usual products, and 63% consider specific product characteristics. Consumers tend to gather all necessary information online before making a purchase.

On average, consumers spend nine days searching for information online, while 42% take less than 24 hours and 38% complete their research in one browsing session. Consumers typically visit two websites and have four browsing sessions, and 78% go directly to the websites they are interested in.

When it comes to buying beauty products, search engines and beauty retailer websites are the most popular online tools. Websites of cosmetic brands rank third in popularity among buyers.

The Importance of Visual Promotion

The TNS/Google study revealed that one in three buyers relied on YouTube videos to make informed purchase decisions.

Buyers of facial care products prefer YouTube as their go-to platform for watching online videos, with 84% of the audience watching videos related to these products before making a purchase. Hence, YouTube can be an effective platform for promoting these products. In addition, 26% of respondents reported watching content related to facial care goods. On average, a person watches 10 videos with a total duration of around 1.5 hours. The most popular content is created by Russian beauty bloggers who offer insights into new products, share care tips, and post video tutorials.

In addition to YouTube, buyers of beauty products also follow trends on Instagram. The visual aspect is crucial in this market segment and plays a significant role in the audience’s decision-making process when it comes to purchasing products.

Conclusion

The two studies mentioned above demonstrate the crucial role of engaging with cosmetics buyers through online channels. If you are looking to introduce your beauty product into the Russian market, trust in the expertise of Quarter Billion Agency Group. We will conduct market research specific to your segment, develop a strategy for a successful entry into the Russian market, and utilize the most effective promotion channels to capture the attention of Russian beauty product consumers.