Beauty, the top product purchase category on social networks in the United States and France

E-commerce is at the heart of all marketing strategies, and it alone encompasses many channels, such as brand sites, specialist retailer sites, social networks, etc.


In France, 1 in 3 women report that they bought beauty products online in 2021, including 1 in 4 on social networks, while in the United States this ratio rises to 1 in 2 women!

Make-up is a booming segment for the category, particularly among Gen Z and Millennials, more than 2 out of 3 of whom have purchased a make-up product on social networks.

The latest crises, which have considerably impacted the Beauty industry, have also revealed new challenges for brands associated with distribution and communication.


For more insights on the purchase of cosmetics, reasons and obstacles, on social networks among French and American consumers, download the complete article (in French)*.


The Beauty sector supports clients with innovative methodologies and a team of experts on issues related to innovation / communication / positioning, to better understand and decipher tomorrow’s beauty trends.


Several sources contributed to this article:

  • Quantitative study conducted by Ifop Beauty x Episto, specialist in recruitment technology and collection of spontaneous opinions via social networks (Facebook, Instagram, Snapchat), of a representative national sample of 1,200 women, over the age of 16, conducted in December 2021
  • Article “What does it mean to be a woman in 2022?” by Ifop IQ
  • Interview with Stephanie Sandler, President of Ifop Inc (USA), published in Journal du Luxe, April 22, 2021



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Christina Apagny Account Manager - Beauty

Catherine Ho Group Leader Ifop IQ - Inspiring Qual


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