If you want to know how to reach them, you have to know where they are. Where do women go to browse for make-up on the internet? Are they most likely to get reading tips and advice from magazines, or do they spend more time shopping on e-commerce websites? Or maybe it is really social media which drives traffic?

In our whitepaper “Brush it up!” we showcase how to optimise e-commerce business based on a cosmetics use case. By combining behavioral data and declarative data, we can get a complete understanding of the target group’s online journeys. Our research is based on the web browsing of 2 726 women in Germany in January and February 2021. We looked at everything they did in connection with make-up, on e-commerce websites, but also on Google, on YouTube etc. The declarative data is a combination of already collected profiling questions like socio-demographics and an ad hoc survey including attitudinal questions as well as offline usage.

To find out more on how and why women shop cosmetics online and on how you could optimise your e-commerce business, take a look at our whitepaper!