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Meta has released key consumer behaviour findings from two studies focused on the beauty and the fashion segments in India. Both the studies reveal the impactful role of Meta platforms, especially Instagram Reels, in brand and product discovery within the beauty and fashion industry.
The findings are from a Meta-commissioned online study by consumer insights platform GWI across internet users in India.
As per the beauty report, there has been a significant shift in consumer preferences post pandemic with 68% of beauty buyers now favouring online purchases—a remarkable 15% increase from pre-Covid levels.
The report mentions that 80% of surveyed shoppers discover beauty brands on social media with 92% finding them on Meta platforms, including 47% via Instagram Reels.
The research also indicates a growing awareness of augmented reality (AR) among beauty consumers, with 80% acknowledging its existence. In particular, 75% of respondents state that virtual try-ons, particularly for lipsticks, enhance their inclination to make online beauty product purchases.
The fashion study showed that 76% of consumers discover fashion brands on social media, with a significant 97% discovering through Meta platforms, of which 52% credit it to Instagram Reels. Notably, 39% proceeded to purchase after finding them on Reels.
Augmented reality (AR) is gaining traction in the fashion industry, with 80% of participants already recognizing its presence. Furthermore, 78% of respondents affirm that virtual try-ons serve as a motivating factor for them to make online purchases.
The studies also highlight how Indian consumers largely rely on Indian creators for authentic information and reviews, particularly as the interest in content made by influencers has grown dramatically.
The study revealed that 2 out of 3 viewers of fashion content and 7 out of 10 viewers of beauty content follow Indian influencers, which significantly influences their purchasing decisions.