In the modern era of social media and videoconferences, there's no shortage of beauty products to help people achieve that "ready-for-my-close-up" glow. From contouring kits to hair masks to eyelash serums, there's a confidence-boosting beauty product out there for just about anyone.

At first blush, marketing such products can seem like moving mountains. The beauty market is competitive—cosmetics alone make up a £216 billion industry globally,¹ and the larger beauty sector was valued at around £471 billion in 2023.² But when it comes to the factors that lead people to actually buy beauty products, new research by Spotify Advertising and marketing agency Tapestry illuminates key findings about how brands can stand out in a saturated market.

For one thing, digital audio can play a surprisingly impactful role in the purchasing process. The Consumer Decision Journey report, which surveyed nearly 20,000 audio listeners between the ages of 18 and 65 across countries and buying categories, found that 71% of people think Spotify aids in every stage of the purchase journey.³

"The beauty path to purchase is louder and less linear than ever before," says Jenny Nuttall, Global Category Development Officer, CPG Beauty & Care at Spotify. "Our listeners are fully logged in—and they take Spotify with them everywhere they go. This gives us the ability to connect beauty brands with their target audience in a meaningful and personal way along their decision journey."

The path to a beauty purchase

First, let's recap the five stages of the path to purchase examined throughout the Consumer Decision Journey report:

1. The BE stage, when people are going about their everyday lives, before the trigger for a purchase.
   

2. The DREAM stage, when people are exploring and gathering information about the different options out there.
   

3. The CHOOSE stage, when customers are actually making a choice about a brand, product, or service.
   

4. The BUY stage, when consumers are focused on making the purchase.
   

5. The USE stage, after the purchase of a product or service, when customers are evaluating their decisions.

Beauty brands can enter the conversation early on during the "Dream" and "Choose" stages, when shoppers are becoming more familiar with brands they may or may not have encountered before. During the "Buy" stage, two-thirds (66%) of beauty consumers still have multiple brands in mind, so there's another opportunity to push customers over the cusp with effective messaging.⁴

"The immersive and sensorial nature of Spotify content brings beauty brands to life in new and unexpected ways," says Nuttall. "We're able to drive mass awareness without sacrificing the feeling of exclusivity."

Key takeaways for beauty brands and advertisers

When it comes to making a final choice, the Consumer Decision Journey report found that beauty product buyers make purchasing decisions for a variety of reasons.

While 41% make a purchase because the product comes from their preferred beauty brand, 38% want to try something new.⁵ About one-third (30%) of shoppers make their choice because the brand is "for people like me," while 25% feel it fits with their lifestyle.⁶ Finally, 23% are compelled to make a beauty purchase because of an enticing promotion.⁷

In addition, the study found that beauty consumers over-index on three explicit reasons for making a purchase, compared to the overall average across vertical categories:

1. Buying from a quality brand (41% vs. 38% baseline)
   

2. Buying from a trusted brand (40% vs. 38% baseline)
   

3. Buying products that are sustainably made (22% vs. 19% baseline)⁸

"Landing these key brand messages on a platform that consumers see as one of the most appealing for ad content⁹ helps to form stronger connections with your target audience," explains Nuttall.

The Consumer Journey report also shows that the journey to a beauty purchase is quick, but considered. People want to feel inspired as they explore potential products or services. What's more, beauty shoppers crave a personal touch, which gives them the confidence and familiarity they need to move further down the sales funnel.¹⁰

Ultimately, the report highlights that beauty product purchasing decisions often hinge upon two key elements: inspiration and personalization. When beauty brands take the time to build a personal connection or entice people with deals or product comparisons, they may stand a better chance of gaining loyal customers.¹¹

How Spotify can help

Digital audio ads are an apt medium for ticking off all these boxes. Regardless of where they are in the purchasing process, more than 65% of beauty consumers feel that Spotify ads meet their needs throughout.¹²

The beauty of advertising with Spotify is that listeners are primed to engage with your ads. In fact, Spotify's Sonic Science research shows that 73% of listeners are open to hearing ads on audio streaming services if the tone fits what they're doing at the time, and one in five look up a brand or product online after hearing about it on Spotify.¹³

"Since our listeners tailor their behavior on our platform to what they're doing and who they're with, we can contextually align brand messaging to moods, moments, and mindsets," says Nuttall. "So beauty brands can connect with makeup users during the Getting Ready moment in the morning, for example—or target Girl's Night Out playlists when listeners are choosing which perfume to wear. Or they can align with the Beach mood to keep their SPF skincare product top of mind when listeners need it most."

For beauty advertisers looking to create campaigns that aren't just skin-deep, Spotify's range of digital ad formats across audio and video can help.

Learn more about the Consumer Decision Journey report and how Spotify Advertising can complement your beauty-focused marketing efforts by downloading the infographic below.