A survey by investment bank Piper Jaffray has revealed that, despite buying pretty much everything else online, 90% of American teens prefer to buy beauty instore and that stat has not changed in years.
Writing for The Business of Fashion Rachel Strugatz discovers that the main reason behind this is the obvious practical issue about not being able to assess or predict how makeup will look on your skin.
Many like to feel the texture of products too because this also impacts on their individual performance, especially where cosmetics go.
Beauty is a replenishment category online for this generation which, as the author points out, means that to acquire new customers, bricks and mortar is still where the beauty action happens.
