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What Women Want in Personal Care Products

ED Origin Technology Co.,Ltd | Updated: Sep 30, 2017


Women’s preferences in personal care products have evolved over the past 20 years as ingredients have come under scrutiny and the internet has transformed the national and global marketplace. The personal care product experience has changed, and women’s preferences have changed along with it.

Today, when it comes to personal care products, women want to:

  • Test products that they’ve seen advertised. Whether women see products in a      magazine, online, or on TV, they are much more likely to buy once they      have been able to test makeup, perfume, or lotion. It’s common for buyers      to first come in contact with a product, read about it, and look at      reviews before going to a store, trying it, and purchasing it. If they      like the product, then they may buy it online after that, but they’re      looking for an actual trial first.

  • Hear other’s opinions. Online retailers, social media, and video      streaming capabilities have created a new channel of communication for      personal care products. It’s now much easier to target women through      “influencers” who are considered to be the champions for cosmetics, hair      care, and body care products. They report on the packaging, the      ingredients, the scent, the proper use, and the results, and many of them      have thousands of followers online. A great review by a trusted influencer      can lead to thousands of dollars’ worth of purchases in a short period of      time.

  • Read the ingredient list and see natural      products. From skin care, to hair      care, to bath products, female consumers are knowledgeable about what they      are putting on their body, and want “natural” options without harmful      ingredients and are just as effective as synthetic selections that they’ve      used over the years.

  • Experience global products. The internet has shown women what products      are used around the world, and in the past few years, these products have      become more mainstream. The brands that were once only available for      purchase when visiting Europe or Asia are now being packaged and sold in      U.S. department stores.


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