[Report] The Future of Beauty and Skincare Ecommerce: Trends to Watch in 2021

Beauty and Skincare, like many other verticals impacted by the COVID-19 pandemic, saw a significant shift in ecommerce performance throughout 2020. In an industry that prides itself on face-to-face interactions—from personalized consultations to in-store product sampling—how can Beauty and Skincare brands take advantage of the shift to digital experiences and tap into upcoming trends in consumer behavior to succeed in 2021?

Access our consumer report to uncover the latest trends impacting the Beauty and Skincare industry.

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About this report

To better understand shopper affinities and trends in the Beauty and Skincare industry, Nosto commissioned a survey of 2,000 consumers (1,000 in the United States and 1,000 in the United Kingdom). The survey was conducted through online survey company Censuswide between October 21 and 27, 2020. In some questions, respondents were presented with a list of statements and asked whether they ‘strongly agree’, “somewhat agree’, ‘somewhat disagree’, or ‘strongly disagree’. In the data overview, “Strongly agree” and “somewhat agree” have been combined to get an estimate of the percentage that agreed. The same applies to questions where consumers responded with “very likely” and “somewhat likely”.

Top report takeaways:

Uncover specific shifts in consumer behavior (from purchases to product use) while shopping online and working from home
Learn the 9 factors that are influencing brand loyalty among multiple age groups
Discover the ethical factors influencing shoppers to buy from a beauty and skincare brand
Evaluate if your brand is truly engaging today’s beauty and skincare consumer – and where there’s room for improvement

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“Using Nosto, we are able to adapt our product recommendations to every individual behavior and sync with our custom audience segments to create truly unique experiences. The customers who interacted with Nosto’s recommendations had a conversion rate 3.5x and an average visit value 3.8x those who didn’t, and our average order value increased by 10%.”

Matthieu Galtié, Head of Digital, Volcom Europe

“It was great to have a dedicated team that was accessible to us as we navigated the Nosto implementation. We’re a very lean team, so whoever we partner with, must have excellent customer service when we need the support. Nosto has become an extension to our team.”

Berly Isaak, Senior Director Global Marketing, LeSportsac

“Nosto’s A/B Testing and Optimization allowed our team to quickly test different personalization strategies and learn valuable insights. We saw an 18% uplift in conversion within weeks on a single test — it was incredibly easy to set up and deploy. The tool automatically switched over the majority of the traffic to the winning variation freeing us from having to constantly monitor test results.”

Emily Andrews, VP of Ecommerce, Cynthia Rowley

“Nosto’s personalized product recommendations give us the ability to deliver highly relevant recommendations with a much larger variety of merchandising goals than native recommendations. The flexibility of the tool gives us a lot of added value, and their easy integration into Commerce Cloud made it so that the entire process was quick and painless.”

About this report

Top report takeaways:

Matthieu Galtié, Head of Digital, Volcom Europe

Berly Isaak, Senior Director Global Marketing, LeSportsac

Emily Andrews, VP of Ecommerce, Cynthia Rowley

Bianca Mercer, Ecommerce and Customer Services Director, Smythson