ChangeUp Survey Reveals What Beauty Shoppers Want from Stores

ChangeUp released Part Two of its Beauty Report Series, “Navigating Beauty Retail’s New Normal”. 

Based on a recent survey of over 1,600 U.S. beauty shoppers, the report uncovers a powerful disconnect between the industry’s priorities and what today’s overlooked consumers want from the in-store experience.

Lynn Gonsior, COO at ChangeUp, said, 

“Today’s beauty customers still rely on physical retail, yet feel increasingly alienated by environments that don’t reflect their needs. Retailers have been chasing the loudest signals, and the oversight of some of their most valuable customers is costing them. Real loyalty isn’t built on trend-chasing, it’s built on understanding your customers.”

ChangeUp’s research also reveals significant differences in consumers’ satisfaction of shopping experiences across a range of retailers including Sephora, Ulta, Macy’s, Walmart, CVS, and more.

This study was designed to represent a diverse cross-section of U.S. shoppers, balanced by age, gender, race, region, and income. 

All 1,600 respondents regularly make beauty purchases in the physical store (at least every six months). They also purchase beauty products in the physical store from at least one of the 11 brands included in the survey.

Key findings include:

• 92% of beauty shoppers want store layouts that are clear and intuitive.
• 86% want to find what they need without having to ask for help.
• 83% say they have become more value-conscious when buying beauty products.

Gonsior added, 

“Beauty retail doesn’t need to be more complicated, it needs to be more intentional. When retailers start designing for clarity, confidence, and connection, they don’t just fix frustrations for niche groups, they elevate the experience for everyone.”

The Beauty Report Series can be found here.

Read Next

Mintel Introduces ‘Comfort Capital’ – Bringing Relief in Uncertain Times

How AI is Reimagining the Makeup Discovery Journey