Most Women in France Buy Cosmetics Online - eMarketer
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Most Women in France Buy Cosmetics Online

Internet users in France prefer to buy directly from brands when shopping online

August 11, 2016 | Demographics | Retail & Ecommerce

Seven in 10 female internet users in France who have bought cosmetics items online have purchased face care products, like creams and cleansers, according to an April 2016 survey from CCM Benchmark. Over 60% have also purchased makeup and body care products online.

Types of Cosmetics/Beauty Products Purchased Digitally by Female Internet Users in France, April 2016 (% of respondents)

Maybe more surprisingly, female internet users in France tend to prefer brand sites over retailers when making such purchases.

Nearly three in five (57%) of those surveyed by CCM Benchmark Group say they have purchased directly from a cosmetics brand, while 50% say they have done the same via a chain, like Sephora. Retailers like Amazon trail even further in popularity—just 32% say they have bought from such a place.

Overall, about 60% of female internet users say they have purchased cosmetics digitally—98% of those who have made a purchase say they have done so via a desktop or laptop computer; 39% say they have used a tablet and 28% have used a smartphone.

Types of Beauty Sites on Which Female Internet Users in France Have Digitally Purchased Cosmetics/Beauty Products, April 2016 (% of respondents)

A May 2016 survey by DigitasLBi reveals that digital buyers in France are more likely to buy health, beauty and wellness products than those in most other Western European countries—76% of respondents said they did so.

Social media users in Western Europe—including France—also engage with beauty and fashion brands online. About 40% of social media users surveyed in April 2016 by Adobe Digital Index said they have engaged with beauty and fashion brands on social channels, higher than for sports, travel and even technology.

So while beauty and wellness may seem like the kind of product shoppers would prefer to touch and see in person before buying, there’s clearly high digital engagement with the sector.

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