Whether it’s the digital-savvy beauty consumers in APAC or the US shoppers seeking personalised skincare routines, appealing to the global consumer can be a feat – until now 

After analysing data points from more than 150 brands, technology company Revieve has unveiled key trends, purchasing habits and priorities of beauty consumers across the globe. 

The report highlights the nuances brands should consider when going global and covers insights from the UK, US, APAC, the Middle East, and Europe. Here are the key takeaways: 

US shoppers are willing to explore actives 

The report shows that US consumers are still hungry for a personalised routine and, unlike their UK counterparts, still reach for actives as a key part of their routines. 

‘Retinoids for ageing, salicylic acid for acne, and vitamin C for brightness are among the highly sought-after ingredients,’ the report reads, whilst also stating that: ‘Products targeting acne are highly popular, reflecting the widespread concern among consumers, particularly in younger age groups.’ 

Brands and retailers should play on this by amping up their educational offering. After all – we don’t want consumers to be delving into potent products without knowing how to use them. 

Meet APAC consumers online 

Whilst beauty lovers everywhere are consuming most of their content online, people in Asia-Pacific are the most tech-savvy. So, it’s time to amp up your social strategy in this region. 

‘The APAC consumer is predominantly young, tech-savvy, and heavily influenced by social media trends. Mobile usage is remarkably high, suggesting a preference for shopping and interacting with brands on the go,’ the report says. 

99% of all beauty engagement comes from social media, however, users are tricky to convert – so be smart by targeting the right consumer at the right time. 

Beauty shoppers in the Middle East are willing to splurge 

According to a previous report from BeautyMatter, the Middle East and North African beauty and personal care market is valued at over $46bn. 

This is clearly backed by a larger purchasing power in the region, with the Revieve report highlighting that consumers here are 44% more likely to purchase high-end products. 

But, what are they buying? The data shows: ‘Rich moisturizers, hydrating serums, and sun protection products are crucial for consumers [in the Middle East]. Ingredients such as hyaluronic acid, squalene, and high SPF sunscreens are in high demand to combat dryness and protect the skin from intense sun exposure.’ 

Read the full report here.