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2022 Cosmetics Retail Digital Experience Benchmark Report

When it comes to discovering, researching, and (virtually) trying makeup online, great experiences can help consumers make up their mind.

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About this study

This study is the only mixed-method benchmarking study of its kind – going beyond traditional survey-based research by combining attitudinal and behavioral insights to provide companies with a holistic view into the mind of consumers as they learn about and evaluate cosmetics online.

The 2022 Retail Cosmetics Digital Experience Benchmark Report measures customer expectations, content and website user experience across four of the top cosmetics brands in the United States.

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The study benchmarks task success for 3 key experiences in the online makeup shopping journey, including:

• Shopping for a lipstick and shade

• Learning about a specific foundation product

• Trying to match a foundation shade to your skin tone using Virtual Try-on

The study also benchmarks the competitors on four attitudinal measures including: usability, trust, appearance, and loyalty. Data in this report is based on the responses of consumers aged 18+ who live in the United States, have purchased makeup online in the last 12 months, and have an annual household income of over $55,000. The study was fielded between May and June 2022 and takes a unique mixed-methods approach – combining quantitative and qualitative insights in one study.

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Upcoming Webinar: Comparing Virtual Try-On (VTO) Experiences

Interested in hearing key findings from our 2022 Cosmetics Retail Digital Experience Benchmark Report? Learn how competitive UX benchmarking can help you confidently inform UX strategy and investment decisions. Join us on October 25th.

UserZoom's Competitive UX Benchmarking Service includes:

Full Report with scorecards

The 130-page report includes a deep-dive into 4 key revenue-critical digital experiences, scorecards that benchmark each competitor across key experience drivers, and access to video insights from the study’s participants.

Executive presentation

A custom 60-minute presentation for executives & key stakeholders by a UX research leader with life insurance expertise.

Options for customizations

Get in touch with our team to field your own competitive UX benchmark study, gain access to QXscore through your platform subscription, or get your brand included in upcoming industry UX benchmarking studies.

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UserZoom’s industry UX benchmark reports and custom competitive UX benchmarking projects are available for purchase.

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