Consumers prefer shopping for beauty products at mass retailers, according to this ongoing study conducted by The Integer Group (a member of Omnicom Group) and MARC Research.

The percentage of total beauty shoppers that turned to mass retailers in 2014 is 42.5%. This represents a slight decrease from 2013, which was 43.7%. 

Craig Elston, EVP of Insight & Strategy at The Integer Group commented, “The popularity of this channel is most likely due to the variety of product assortment as well as price points provided by mass beauty. Beauty is a category that is personal and fun and comes with an expectation from shoppers that there is an experience that goes along with it.”

Is Masstige as Popular as Marketers Think?

No, according to the results of the study, which states, “consumers are still seeking out upscale beauty experiences elsewhere,” such as department stores, especially Nordstrom and Macy’s.

What’s drawing shoppers to department stores? The large selection of high-quality products, as well as being able to try before they buy.

The study also shows the popularity of a new beauty retailer – Amazon. Its’ percentage beauty purchases doubled in 2014.

Are Consumers Researching Online?

This study says they’re not, stating, “Overall, few shoppers conduct online research to find the best beauty products for them. But for those who do conduct online beauty research, they are turning to search engines.”

Who is doing the most research on beauty products? The answer isn’t surprising – women. And, aside from search engines, they rely on retailer websites, brand websites, and beauty blogs for information. Men, however, are relying on retailer and brand websites equally before turning to magazine websites.

Social media remains the least used resource for beauty product information, according to the study. However, women are driving the use of Pinterest as a beauty resource.

Packaging Gets VIP Treatments for Mass Retailers   

Brands like Physician’s Formula, which sell at mass retailers including drug stores and also on Amazon, looks like it is using package design effectively to differentiate. Several of its latest launches take cues from prestige brands, and its packaging is certainly getting noticed on store shelves.

Physician’s Formula Shimmer Strips Nude eye shadow palette, for instance, which is shown, contains 14 eye shadow colors – and the package is covered in a knitted design. The decoration is made with thread, and makes the palette look like it is wrapped in fancy fishnet stockings.