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  • What do Americans want from their beauty purchases?
  • What do Americans want from their beauty purchases?
    Rikonavt (2020) ©
VOX POP

What influences Americans’ beauty purchases?

Beauty products are full of cryptic labels – paraben-free, non-comedogenic – and conflicting information. How do people know what’s right for them and where do they look for guidance? Canvas8 polled 2,100 Americans and spoke to eight people to identify what shapes their path to purchase.

Location United States

Scope
In October 2019, beauty brand Sunday Riley caused a stir in the beauty community after it was revealed that the company ordered employees to write fake reviews of their products, and downvote negative ones. [1] At a time when e-commerce giants such as Glossier and Sephora have got more people buying beauty online than ever before, shoppers rely heavily on reviews and recommendations as a substitute for being able to test products out IRL. [2] The news that brands themselves might be behind the glowing reviews of a ‘cult’ product raised concerns regarding trust ...

Canvas8

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