Mobile devices and the visual web are making beauty more transparent and accessible than ever before for women in the UAE. This has led to the emergence of real women who are shaping beauty trends alongside established beauty brands and recognized industry experts. Facebook IQ commissioned GfK data, and combined it with conversation data from Facebook and Instagram, to better understand the beauty consumer decision journey.
Women in the UAE tend to be highly engaged about beauty and makeup on the platform and at the heart of this lies the emergence of mobile usage. Facebook’s research, explored how mobile is changing the purchase journey for beauty products. The study looked specifically at female beauty buyers ‘omni-channel shoppers’ — who reported researching or purchasing a beauty or cosmetics product online through smartphone, tablet or computer.
Mobile Wins The Beauty Contest
In today’s increasingly cross-device, omni-channel path to purchase, the only constant seems to be mobile. 88 percent of beauty buyers consider mobile as the main shopping tool. According to another Facebook IQ survey commissioned earlier this year, smartphones are driving video’s momentum showing that people surveyed in the UAE are 1.40x more likely to watch video daily on mobile than on computer and 77 percent of people surveyed prefer video under 10 minutes.
The Video Beauty Counter
Amid video consumption, beauty is the most viewed topic in the UAE. Users in this region spend more time watching beauty videos than compared to other countries. 66 percent are interested in before and after beauty transformation. 74 percent are interested in beauty haul videos and 53 percent are looking for beauty unpacking videos. Online shopping is a convenient way to make the final purchase or replace UAE female buyers’ favorites without a trip to the store.