Cosmetics Customers Expect Interactive Shopping Experiences: Survey

Customers looking for cosmetics and beauty products expect interactive experiences when shopping in-store, according to a new survey by Outform, a beauty retail innovation agency. 

Surveying 1000 beauty and cosmetics shoppers from the U.S., U.K., France and Germany, 92 percent said they want to test and try on products in-store. 86 percent said they to compare products in-store. 

However, according to those surveyed, beauty and cosmetics retailers are falling short of expectations. 54 percent want retailers to create more in-store interactive experiences to try products. 58 percent said they arrive at a store with a list of products they want to try and 31 percent are frustrated with being unable to do so. 

Additionally, 65 percent said they are looking for expert advice to make a decision about a purchase, but 35 percent say staff members are hard to find while at the store.