73% of personal care shoppers say open internet ads sway purchase decisions

Here’s the thing:

At nearly $600 billion and growing, the global beauty and personal care sector is a lucrative industry for marketers. But maintaining that growth requires brands to know where to reach new audiences. Increasingly, that place is the open internet.

A recent New York Times article highlighted five podcasts that “cut through the marketing noise and TikTok trends to deliver unbiased, straightforward [skin care] tips.” Similarly, shoppable TV beauty innovations showcased at CES this year illustrate how digital platforms can shape consumer choices. In short, beauty shoppers are turning to independent digital sources for research and recommendations.

Now, new findings from a consumer study bolster this idea. According to the data, 73% of people surveyed say they agree open internet ads help them feel confident in their personal care and beauty choices. Additionally, this consumer group is 34% more likely to conduct product research on open internet channels rather than within walled gardens such as social media networks. Open internet ads appear across a variety of digital spaces, including independent websites, product review sites, online news outlets and streaming platforms.

Data debrief:

In November 2024, a survey of 1,500 people across the U.S., U.K. and Canada examined the role of digital media on shopping behavior in the personal care and beauty category. These findings show that open internet channels are particularly influential during the research phase when a shopper is still looking for the right product. Inevitably, product review sites play a major role in consideration, with 61% of consumers surveyed saying comparison sites encouraged them to do more research. The study was conducted by The Trade Desk Intelligence and PA Consulting.

When it comes to digital advertising formats, shoppers surveyed say they are:

• 30% more likely to be influenced by digital audio ads compared with traditional radio.
• 28% more likely to be influenced by CTV ads than by linear TV.
• 19% more likely to be influenced by CTV ads than YouTube.

Why it matters:

As the personal care and beauty industry continues to grow, these trends offer valuable insights for marketers on when and how to engage with new and existing customers.

Notably, while shoppers cite affordability as their top reason why they bought a certain product, an analysis into subconscious motivators reveals that brand familiarity, trust and quality — factors that impact long-term loyalty — have a stronger influence on their choices. For marketers, the challenge is clear: positioning their brands to highlight these attributes while leveraging the more effective digital channels.

The Current is owned and operated by The Trade Desk. This information is provided solely for background and is not a representation or guarantee of any future performance.