The skincare consumer journey

This article applies new behavioural research into how American women buy skincare products and identifies five key stages in the process.

The skincare consumer journey

Linda LibergMicrosoft Advertising

Knowing what factors influence women as they buy skincare products is crucial for cosmetics brands to understand the consumer journey and mindset. Microsoft Advertising's Linda Liberg unveils new behavioural research, which identifies five key stages in the process.

Something has made Sandra start doubting her current skincare regime. Passively and subconsciously, she slowly builds internal angst through external influences, such as the things she sees, reads and hears.

So Sandra experiences a lack of trust and confidence in her current skincare product, and develops a subconscious wish to improve the way her...

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