What do women want when they're buying beauty products online? It's pretty straightforward: They want low prices, and they want free shipping.
An October 2016 survey of US female digital beauty shoppers by A.T. Kearney found a focus on value—best prices, free shipping, free returns, special promotions—and very little interest in what might be called digital bells and whistles—interactivity, monthly replenishment, interesting content and peer reviews.
Virtually all of the women surveyed considered price to be very or somewhat important. Only 5% said it didn’t matter much. Attitudes about free shipping and free returns were much the same.
Interestingly the only non-value-oriented feature in the top 5 was “site security.”
That is an interesting parallel to a survey by SheSpeaks and Womenkind earlier this year. That study found that 28% of US female internet users expressed at least some level of distrust for beauty and personal care companies. The category scored considerably better than financial services and automotive, but trailed packaged goods providers and nonprofit companies.