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Accenture's 2024 Consumer Pulse Survey Consumers highlights the issue of ‘decision stress’ during the beauty purchasing journey, a conflict that causes frequent basket abandonment. Choosing a moisturizer is nearly on par with buying a washing machine, according to the findings, which are presented in the ‘Empowered Consumer’ report.
With 81% of beauty consumers concerned the items they purchase won’t live up to their promises, the report notes they are hungry for fact-based guidance to make informed purchase decisions. As evidence of this, Google searches for “expert” or “dermatologist” related to beauty products are up 67% since 2020, and searches for “FDA approved” pharmacy items doubled in the same period. 73% of beauty shoppers wish it took less time to research potential purchases.
AI technologies can help solve these issues, really make a difference by acting as personal shopping assistants to offer a more seamless and intuitive experience throughout the purchasing journey.
Beauty shoppers are already turning to generative AI. According to the survey:
- 53% of shoppers are open to using conversational AI solutions.
- 56% are open to using gen AI agents to make purchases for them.
- In fact, the average beauty shopper reported they would trust AI nearly as much as in-store staff to recommend products that meet their specific needs.
“Generative AI and other technologies are the key to unlocking the vision of providing hyper-relevant information and suggestions to each individual in each moment, whether it’s a shampoo and conditioner that fits their washing regimen or the personalized skincare advice they want from favorite beauty brand. It can also create images, videos, or audio to “show” rather than “tell” consumers how products could fit in their lives. Just look at how Haut.AI’s SkinGPT tool uses a portrait photograph and simulates how the sustained use of various beauty products could change consumers’ skin over time, bringing its messaging to life,” Audrey Depraeter-Montacel, global lead for Accenture’s Beauty practice, said.
