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Mass retailers are shoppers' preferred destination for purchasing beauty products, according to a recent shopper behavior study conducted by The Integer Group and M/A/R/C Research.
In fact, the study found 42.5 percent of shoppers turned to a mass retailer for fulfilling their beauty needs in 2014 -- a slight decrease from 43.7 percent the prior year – due in large part to the vast product options and low cost to consumers.
"The popularity of this channel is most likely due to the variety of product assortment as well as price points provided by mass beauty," said Craig Elston, EVP of insight & strategy at The Integer Group. "Beauty is a category that is personal and fun and comes with an expectation from shoppers that there is an experience that goes along with it."
Despite mass retailers' leadership in this category, however, Target and Walmart shoppers have yet to latch on to the idea of "mass-tige," the study found.
Consumers continue to seek out upscale beauty experiences elsewhere, such as department stores like Nordstrom and Macy's, which saw the biggest increase in shoppers looking for beauty products. Shoppers noted the high quality of products, variety and the try-before-you-buy element as top reasons.
Those reasons are also what draw shoppers to specialty beauty. The study also shows more people buying beauty purchases through Amazon.com, with the percentage doubling in 2014.
The Integer Group is one of the world's largest promotional, retail and shopper marketing agencies. For more information, visit the company's website.