Online data disrupts how consumers buy cosmetics in Singapore

The global market research firm TSN just released the results of a study—The Connected Life—that found nearly nine out of every ten shoppers (88%) in Singapore research products before making a purchasing decision.

“It's unsurprising that Singaporeans are exceptionally good at shopping,” ​says retail expert Fabio Trabucchi of TNS Singapore, in his recent commentary piece for the Singapore Business Review. “With more high-end malls per capita than anywhere else in Asia, shopping is now a well-entrenched national past-time.”​

Pre-shopping​

A preponderance of personal care items consumers in Singapore investigates products and prices before actually shopping to buy.

“Ever keen for a bargain, almost eight in ten (78%) shoppers say they do pre-purchase research for personal care products such as skin care, perfume, and cosmetics, and 66% for hygiene items such as deodorant and shower gel,” ​explains Trabucchi, referring to data from The Connected Life study.

This marks a shift in consumer behavior that could inform brand strategy to good effect, aligning packaging, branded content and ingredient information with new consumer preferences. 

“Previously these categories used to be a prime area for impulse buying, but thanks to the ease of the internet, Singaporean shoppers are getting savvier about the products they chose and the rationale behind it,” ​remarks Trabucchi.

Information age​

Getting informative content in front of consumers is the key to capturing shoppers’ attention and dollars today.

Multinational companies are ahead of the game, producing beauty content that resonates with consumers. L'Oréal recently opened an in-house branded content studio in Canada​, where employees can create dynamic messaging to reach consumers with information that matters.

“As consumers in Singapore adopt a more considered approach to their purchases, brand owners and retailers can provide the information – and incentives – they need to make up their minds,” ​confirms Trabucchi in his post for the Singapore Business Review.

“Whether online or offline, businesses need to understand researching behaviours and ensure they are providing shoppers with relevant content that informs their purchase decisions,” ​he believes.

Concluding, “this means they must stop thinking in terms of advertisements and start becoming content providers that offer relevant information and offers at every stage of the shopper journey.”​