Author: POPAI UK & Ireland
Document Type: Insights Report
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Publication Date: 29 February 2024
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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