5 Factors Influencing Readers’ Shopping Decisions- NewBeauty

In a recent NewBeauty survey of more than 1,300 readers,* clear priorities emerged when it comes to choosing skin-care products, with proven results leading the decision-making process.

The Data

Product effectiveness stands as the most influential factor, with 77 percent of readers citing it as a key consideration in their purchasing decisions. Following closely behind, both customer reviews and ingredients tie at 53.4 percent, showing that first-hand experiences and formulation details carry significant weight.

Professional input remains a strong influence, with 52.8 percent of readers looking to dermatologist and aesthetician recommendations when making skin-care choices. Brand reputation follows closely at 52.7 percent, demonstrating the continued importance of established trust in the beauty space.

Financial considerations also play a role in the decision-making process. Special offers and promotions influence 44 percent of readers’ choices, while price is a determining factor for 40.4 percent of respondents. Word-of-mouth from family and friends guides 30.4 percent of readers’ purchases.

When it comes to product certifications—such as cruelty free status, dermatologist testing and organic designations—28.2 percent of readers factor these into their decisions. Less influential are influencer or celebrity recommendations at 10.8 percent, while packaging design impacts 9.7 percent of readers’ choices.

The Bottom Line

While there are many factors that can influence a skin-care purchase, proven results and trusted voices in the industry—from fellow users to skin-care professionals—tend to carry the most weight in the decision-making process.

*Source: BeautyEngine Advanced Research, 2024