L'Oreal and Estee Lauder boost digital as women buy more beauty products online

By By Amy Kellow | 19 March 2013
L'Oreal is one of the major beauty brands to have increased its digital focus with local site BeautyHeaven in the last twelve months. (Image Source: L'Oreal's Facebook page).

EXCLUSIVE: L'Oreal, Johnson & Johnson and Estee Lauder are some of the beauty brands investing more in digital marketing as women buy more products online, according to BeautyHeaven boss Jackie Maxted.

Maxted told AdNews that other brands that had increased their digital focus with the company in the last twelve months were Reckitt Benckiser and Elizabeth Arden.

The news coincides with a recent survey conducted by beauty advice and product review site, BeautyHeaven. The survey focused on the changing shopping habits of its readers, aged between 18-45. Completed by more than 3,500 respondents, it had a 98.9% female respondent rate.

The study revealed that 30% of local women are now making online purchases at least once a week. However, they are not wedded to local brands: 61% of shoppers admitting they would buy from a site regardless of its location.

Eighty percent of women regularly bought beauty products online, while 75% opted for fashion accessories. It also showed online sites as shoppers' primary source of information before selecting a purchase, as indicated by 77.5% of respondents.

Meanwhile, Facebook is still the number one social networking site with 82.9% saying they regularly engaged with the site. However, the survey found other social media platforms, including Instagram (24.5%) and Pinterest (18.9%) were also used regularly.

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