LG Ad Solutions, a leader in Connected TV (CTV) and cross-screen advertising, has unveiled new research findings with its “Beauty & The Screen” study. The research underscores the growing influence of CTV advertising on the beauty and grooming industries, with particular attention to how TV ads are guiding shoppers through the purchase funnel. In the study, a significant 53% of female beauty shoppers indicated that TV ads influence their purchasing decisions, demonstrating CTV's power in shaping beauty-related buying behaviors.

1. CTV’s Growing Role in Beauty Advertising

• Impact on Decision-Making:
  The study revealed that CTV ads are proving to be highly effective in reaching beauty shoppers. Notably, 68% of female beauty shoppers reported paying attention to TV ads for beauty products, with 64% able to recall seeing beauty ads in the past month. More than half (59%) of these shoppers had even tried a new beauty brand after seeing a CTV ad.

• Shifting Shopper Habits:
  For leading beauty brands like L'Oréal, CTV has become a key part of their advertising strategies. By leveraging CTV, these brands can raise awareness and engage customers, guiding them through the purchase funnel with data-driven insights that make their ads more effective and targeted.

2. CTV Enables Personalization and Performance

• Data-Driven Strategies:
  According to Nobles Crawford, Consumer Activation Lead at L'Oréal, CTV offers brands a unique blend of premium awareness and data-led strategies, where they can both retarget audiences and personalize ads to enhance engagement. Interactive capabilities on CTV ads during limited-time offers have proven to be particularly useful in accelerating the purchase process.

• Benefits of Real-Time Optimization:
  The ability of CTV to optimize in real-time offers substantial advantages over traditional TV advertising, which is typically more static. Real-time data allows brands to make adjustments to their advertising and retarget viewers based on their interaction with the ad, increasing the likelihood of conversion.

3. Shoppers Desire Easier Purchases Through CTV Ads

• Interest in Direct Purchases via TV Ads:
  Over half (53%) of female beauty shoppers expressed a desire for TV ads to facilitate direct product purchases. An overwhelming 78% stated they would likely purchase an item after scanning a QR code on a beauty TV ad. This demonstrates a clear shift toward CTV as a transactional platform, where consumers expect convenience and immediate access to products.

• Additional Incentives for Engagement:
  The study also found that discounts and free samples are highly motivating for consumers to scan QR-enabled CTV ads. Other compelling features include providing more information (32%), a save-for-later option (29%), and an add-to-cart feature (21%).

4. Beauty Consumers’ Purchasing Habits and Preferences

• Frequent Purchasers:
  The study revealed that most beauty shoppers buy products at least monthly, with 68% purchasing skincare, 70% buying haircare products, 61% buying makeup, and 54% purchasing fragrance products regularly.

• High-Spending Beauty Shoppers Prefer Personalization:
  High-spending beauty shoppers (those spending $250+ per month) are 152% more likely to have product subscriptions, and they tend to favor a personalized online shopping experience. These shoppers are also more likely to buy endorsed products and are 36% more likely to shop online for beauty products.

• Shopping Preferences:
  The study found that 52% of female beauty shoppers prefer to shop in-store, whereas 54% of male shoppers prefer shopping online. Once a shopping method is chosen, consumers tend to stick to it, either purchasing in-store or online, depending on their initial choice.

5. Top Factors Influencing Beauty Purchases

• Price and Product Quality:
  Price remains the top factor influencing beauty purchases, with 66% of female shoppers citing it as a primary driver. Other important factors include ingredients (50%), brand reputation (49%), and reviews and ratings (47%). This highlights the growing importance of transparent, informative ads that address these factors directly to boost consumer confidence and conversion.

6. The Future of CTV Advertising in Beauty

• Immersive Advertising:
  Katie Barrett, Head of Strategic Sales at LG Ad Solutions, emphasized that TV advertising remains a potent tool for beauty brands, offering an immersive experience through sight, sound, and motion. With the rise of CTV, beauty brands are finding new ways to leverage its capabilities to tell compelling stories that resonate with consumers and drive conversions across both upper and lower marketing funnels.

The “Beauty & The Screen” study by LG Ad Solutions confirms the significant impact of CTV advertising on the beauty and grooming industry. With more beauty shoppers engaging with TV ads, the medium is proving to be an effective tool for raising brand awareness, influencing purchasing decisions, and driving conversions. For beauty brands looking to optimize their advertising strategies, CTV’s interactive capabilities and real-time data optimization offer a powerful way to build deeper connections with consumers while driving measurable results.