2024 Beauty Marketing Study

Beauty shopping habits continue to evolve due to rapidly changing technology, the rise of new digital platforms, and the growing buying power of Gen Z.

To help marketers better understand the modern beauty customer journey, Tinuiti surveyed 1,021 US beauty shoppers in April 2024. The full report examines beauty product discovery, research, and purchasing with key insights on:

• The role of influencers in beauty product discovery and where TikTok users will turn if the platform is banned in the US.
• How and which consumers are using modern technologies like AR and AI in the beauty product customer journey.
• Whether beauty shoppers are spending more than they were a year ago and which stores they are turning to the most for beauty purchases.

The changing beauty landscape is pushing brands to adapt their marketing strategies to meet shoppers through the channels that matter most to them with messaging that resonates. Download Tinuiti’s 2024 Beauty Marketing Study now to better inform your marketing program.