By  on October 22, 2018

When it comes to product discovery among young beauty consumers, makeup counters and aisles have lost a significant amount of ground to digital, according to Facebook IQ data released in a new report on Monday.

The social giant’s research arm conducted a survey of nearly 1,700 female beauty consumers ages 18 to 34 and found that as much as 46 percent find new cosmetics online. For 33 percent, discovery is not just on the Web, but in smartphone apps specifically.

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