Aussie ladies love buying their beauty products online
And according to Roy Morgan, it's due to the bargains.
The number of Aussies buying beauty products online is way higher than last year. Although beauty products don't make up the bulk of Australian online shopping purchases, the rapid increase in the number of people (mostly women) buying beauty online suggests they're slowly becoming one of the most popular items to buy.
April-March saw a 29% increase in the number Aussies (14 years old and over) buying skincare online compared to the same time last year. Similarly, cosmetics saw a 17% increase for the same period.
It is also noteworthy that the Aussies shopping online for beauty products are far more likely to shop locally than buying from a store based overseas. In the April-March period, the number of Aussies buying cosmetics in Australia only almost doubled and the number of skincare purchasers increased by 141%.
This is an interesting stat given that many big beauty brands like Charlotte Tilbury, Lit Cosmetics and Skin Inc do not have an Australian presence. But perhaps it's the high shipping prices that are turning Aussies off international sites since, according to Roy Morgan Research industry communication director Norman Morris, most who buy beauty online are bargain hunters.
"Part of the appeal of purchasing skincare and makeup via the Internet is that it’s often cheaper than shopping in bricks-and-mortar stores," Morris said. "However, while people who buy these products online are slightly more likely than the average Australian to agree they’ll go out of their way in search of a bargain..."
It certainly seems that online beauty stores like Sephora, SkincareStore and ry.com.au that tactically run frequent online promotions and have giveaways are succeeding in encouraging Aussies to shop online to save.
In the last week alone, SkincareStore has had 25%, 30% and 40% off Dermalogica, ASAP Skincare and MD Formulations respectively. Even, if these kinds of discounts are replicated in store, there is still the matter of hearing about the sale and making it to the store before the promotion ends.
"What’s more, with an above-average proportion [of online beauty shoppers] feeling that there are not enough hours in the day, the convenience of shopping online would definitely appeal," Morris noted.
For those interested in jumping on the online shopping bandwagon to save, here are a few of our favourite online beauty stores: