Beauty & The Screen: CTV’s Impact on Beauty & Grooming Shopping

The US beauty and grooming market is expected to surpass $100 billion in 2024 (per Statista), emphasizing the foundational role that beauty and grooming products play in our lives. LG Ad Solutions conducted a study entitled Beauty & The Screen: CTV’s Impact on Beauty & Grooming Shopping, to understand US consumer beauty/shopping preferences and the impact of CTV on those buying decisions.

Among the report’s findings: 

• Beauty products aren’t just for women. 43% of the study’s sample was from male shoppers, despite not setting quotas by gender, which means that beauty products (including makeup) are being purchased by both women and men, contrary to popular belief.
• Beauty/grooming shoppers are also CTV users. 90% of female beauty shoppers and 95% of male shoppers are CTV users, making CTV an ideal channel for brands to reach these audiences.
• TV is an effective medium for beauty brands introducing new products. 43% of beauty shoppers learn about new products from TV ads, solidifying TV’s role in upper-funnel product discovery for beauty brands launching new products.
• High spenders drive impact. High spending beauty shoppers (who spend $250+ per month on beauty/grooming products) are highly likely to take action after seeing a beauty TV ad, making CTV an ideal platform to drive sales.

For more information on Beauty & The Screen: CTV’s Impact on Beauty & Grooming Shopping, download the full report today!