Omnichannel Surfing: A Look At Where and How Consumers Are Shopping For Hair and Beauty Products

Channel Shopping Behavior

Three quarters of surveyed African American and multiracial consumers made hair or beauty purchases online in the past 12 months. Both the online and physical retail channels have a single retailer that is most preferred for hair and beauty purchases by African American and multiracial women. The nature of omnichannel shopping means that the purchase destination may be only one of several channels that form part of any shopping experience. 

Post-COVID Shopping

The main reasons that consumers will visit a store POST-COVID reflect the perceived benefits of in-store over online shopping, namely: to browse, convenience if already visiting the store for another reason, new product discovery, and product testing.