Mass retailers are the most frequented channel for beauty products, with 42.5% of total beauty shoppers turning to Walmart and/or Target for their beauty needs in 2014, down from 43.7% the previous year, according to research conducted by The Integer Group and Marc Research.
"The popularity of this channel is most likely due to the variety of product assortment as well as price points provided by mass beauty," said Craig Elston, EVP of insight & strategy at The Integer Group, in a statement. "Beauty is a category that is personal and fun and comes with an expectation from shoppers that there is an experience that goes along with it."
The research indicates that fewer shoppers are fulfilling their beauty needs at grocery (8.7% in 2014 vs. 11.6% the previous year) and dollar stores (2.5% vs. 5.8%), but more are doing so at specialty (7.4% vs. 6.6%), club (3.5% vs. 2.4%), and department stores (7.6% vs. 2.5%) and Amazon.com (3.2% vs. 1.6%)
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