Online beauty tutorials greatly appeal to the young and wealthy in Asia and South America, says GlobalData

Make-up is a fast-moving industry and technology will continue to play a crucial part in pushing it forward, according to GlobalData. The leading data and analytics company notes that live launch events and online masterclasses were vital in reaching audiences during the pandemic. In fact, a survey* by GlobalData identified that beauty tutorial videos were greatly appealing amid lockdowns, especially to wealthy 16 to 44-year-olds. The most interest was seen in Asia and South America with locations such as Indonesia, Colombia and the Philippines.

Amira Freyer-Elgendy, Consumer Analyst at GlobalData, comments: “Online beauty tutorials are an excellent tool to reach out to shoppers directly and seem like an authority in the field. It serves to illustrate how a product looks/ functions as well as creating a more approachable reputation. Beauty tutorial videos are appealing to near a third of the global population (27.5% to be exact). Innovative beauty products are especially common in Asia and South America, and so, naturally, tutorials are especially welcome in these regions.

Unsurprisingly, video tutorials appeal more to younger consumers, with 25-34 year olds taking the top spot.

Freyer-Elgendy continues: “Younger people are highly familiar with technology and the online world, often turning to the net for advice and guidance. Beauty advice is well within their reach, with a wealth of different instructional videos available. Further, the immensely popular TikTok has recently made allowances for three-minute videos on the platform – instead of one minute – making it easier for non-professionals to share beauty and cosmetics tutorials.”

Findings across income bands show that people living in high-income households are more likely to find online beauty tutorials appealing, with a third finding it very appealing.

Freyer-Elgendy adds: “Online masterclasses may be especially useful for premium brands hoping to capture the attention and target high-income consumers.”

Across all cosmetics and toiletries categories, makeup is expected to grow the fastest in terms of global value in the next four years, with a compound annual growth rate (CAGR) of 5.1%. The category will clock in at $63.7bn globally by 2025.

Freyer-Elgendy says: “The pandemic has accelerated the use of online content and platforms in beauty – a trend that brands should leverage in order to win long-term success in an increasingly digital and fast developing market. Brands such as Lancôme and Bobbi Brown even offered virtual try-ons – features that are now here to stay.

“Although many consumers can tentatively re-enter the world of retail, brands are naturally still incorporating online aspects into their launches: the most recent example being Valentino Beauty’s virtual launch strategy. Building an online following and encouraging #ValentinoBeauty content from other consumers is a cornerstone of the brand, and will likely be used to increase visibility and justify the premium image and price.”

* 2021 Q1 survey, when asked “How appealing online/video product tutorials are from beauty and grooming industry experts”

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