What influences Americans’ beauty purchases?
REPORT
20 Mar 2020
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.

VOXPOP
AGE-APPROPRIATE ESTHETIC
REPUTATION COUNTS
REVIEW-WARY
REPEAT BUYER
EASY RETURNS
YOUTUBE UPSKILLER
EVERYONE’S DIFFERENT
CLEAR BENEFITS
Lottie Hanwell

Lottie Hanwell is a behavioural analyst at Canvas8. She has a degree in English Literature and Spanish, and spends a lot of time thinking, researching and writing about developments in society and culture. On her weekends, she likes to run, read and make a mess in the kitchen.