Shopper Segmentation - Beauty by POPAI UK & Ireland

The world of beauty retail has expanded over the years, now encompassing haircare, skincare and cosmetics, with a huge number of brands in each category. Inevitably, this means there is a multitude of different shopper types, all on different missions and with their own agenda and criteria for which products to purchase.

In this Shopper Segmentation report, we have highlighted nine of the most common shopper types, identifying what they are looking for and exploring how in-store P-O-P can be used to best effect to attract each particular group.

Getting it right can draw these shoppers into the store, help them navigate the category and, crucially, assist their decision making. A little knowledge is a beautiful thing.

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