New Delhi: The beauty and fashion trend in India is experiencing massive digital growth, with more than 80% of consumers embracing online beauty purchases, driven significantly by the influence of social media.
Meta’s Facebook and Instagram emerged as the leaders in beauty product searches, capturing the attention of 9 in 10 surveyed consumers. Instagram Reels, a dynamic feature, plays a pivotal role, with 47% of consumers discovering beauty products through this engaging platform.
In a Meta-commissioned survey involving over 2,000 participants across 74 cities in June, it was unveiled that post-pandemic, there’s a remarkable 15% increase (now 68%) in beauty shoppers favouring online shopping. Social media, especially Meta platforms, is the go-to destination for 80% of consumers searching for beauty brands. Instagram Reels stands out, with one in three beauty consumers making purchases through this innovative feature.
The beauty and fashion sectors are booming on Meta, compelling brands to adapt and engage with consumers differently. Meghna Apparao, Meta’s e-commerce and retail director in India, emphasizes the transformation of the shopping experience, especially during festive and wedding seasons.
Meta’s dominance extends beyond Facebook and Instagram to WhatsApp, shaping the way consumers buy and share information. With approximately 3.14 billion people using at least one Meta app daily in September, these platforms wield substantial influence globally.
In the evolving retail landscape, social media’s impact is profound, with bite-sized content guiding consumers in their purchasing decisions. Influencers, trusted for authentic information, hold sway over millions of consumers. Notably, Indian consumers place high trust in homegrown influencers, with 7 out of 10 beauty content viewers and 2 out of 3 fashion content viewers relying on them for purchasing decisions.
The study underscores the significance of influencers, revealing that a lack of reviews can be as detrimental as negative ones. Meanwhile, in the realm of fashion, 76% of consumers discover brands on social media, with a staggering 97% finding them through Meta platforms. Instagram Reels stands out, driving 39% of consumers to initiate purchases after discovering fashion brands through this captivating feature.