New data reveals what beauty shoppers really want from stores. The beauty retail landscape is experiencing a significant transformation, and according to new research from ChangeUp, retailers may not be delivering what customers genuinely desire. A survey of over 1,600 U.S. beauty shoppers reveals a substantial disconnect between industry priorities and consumer needs, with 92% of shoppers reporting they crave more clarity and control from their beauty retail experiences.
The Great Disconnect in Beauty Retail
Released as Part Two of ChangeUp’s Beauty Report Series, “Navigating Beauty Retail’s New Normal”, this study by the award-winning experience agency illustrates a major gap between what the beauty industry assumes customers want and what they actually seek. The findings show retailers have been chasing the loudest market signals while missing some of their most valuable customers.
Lynn Gonsior, COO at ChangeUp, said: “Today’s beauty customers still rely on physical retail, yet feel increasingly alienated…
by environments that don’t reflect their needs.” Her words capture the core challenge for beauty retailers: to remain relevant in a complex retail world while meeting evolving customer expectations.
What Shoppers Actually Want: The Numbers Speak Survey results present a clear set of consumer priorities that may surprise industry insiders: Intuitive Store Design is critical, with 92% of beauty shoppers wanting store layouts that are clear and intuitive.
This large majority suggests complicated, maze-like store designs create obstacles rather than enhance the shopping journey. Independence in Shopping also tops the list, as 86% of shoppers want to find what they need without having to ask for help.
This result challenges traditional models of heavy sales assistance and indicates a customer preference for self-driven discovery. Value Consciousness is another powerful factor, with 83% saying they have become more value-conscious when buying beauty products…
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