Impulse Buying: A Cosmetic Beauty Bias
By: Gianna Lauria
Welcome to the wild and wonderful world of social media marketing (SMM), where every scroll and click can change the game. For those unfamiliar, SMM involves using social media platforms to connect with audiences, build brand awareness, and drive revenue. With the increasing accessibility of purchasing products from platforms like TikTok, Instagram, and Facebook—all at the click of a button—it's clear that social media is reshaping the shopping experience. But here’s the twist: when it comes to cosmetic products, it’s not just about quality and convenience that seal the deal. It’s all about those irresistible “aesthetics”—the eye-catching packaging and visually stunning content that make us say, “I need that!” as we scroll through our feeds.
When I was enrolled into the AP Research course during my senior high school, we were required to do an in-depth study that we would observe and gather results for throughout the course of the entire class. My topic of interest built on these ideas behind “aesthetics,” as well as social media marketing. My topic studied that if certain designs, aesthetics, and visuals were utilized in cosmetic product social media posts, on various social media platforms, that a specific demographic of 16-18 year old females would be more motivated to impulsively buy that product, based on the difference in that advertisement’s specific design.
From the moment my research question was set in stone, I felt that the most efficient way to understand 16-18-year-old female social media cosmetic consumer preference based on color and aesthetic, was to poll this demographic through a survey, via images of various cosmetic product designs displayed on a Google Form. I thought about colors and designs that might encapsulate four fascinating, yet also distinctly contrasting styles in the way cosmetic products might be designed as well as advertised on social media.I decided to choose a dark, gothic aesthetic, a neon, tropical, vibrant aesthetic, a pastel, soft, pink aesthetic, and finally, a neutral-toned, minimalist aesthetic. From here, I unleashed some AI magic, using Canva’s free “Magic Media” AI software to create stunning images of cosmetic products that matched those aesthetics.
AI Generated Example Survey Question - Showcases All Four Aesthetics
After analyzing the survey and interview results, the neutral-toned minimalist aesthetic emerged as the most favored option among participants. Participants raved about it for its clean, sleek vibe that just screams sophistication. In the whirlwind world of beauty and fashion, trends can change on a dime—what’s hot today might be yesterday’s news in just a few months! But the "natural look," championed by brands like e.l.f. Cosmetics and Rare Beauty, totally vibes with the minimalist aesthetic I discovered in my research. These findings reveal a fascinating shift towards minimalism in media and marketing. It turns out consumers are really drawn to designs that embrace simplicity and cultivate a clutter-free, peaceful environment. Think limited color palettes and clean fonts—these elements elevate the charm of the products and make them irresistible!
As consumers increasingly follow beauty trends advertised on social media, the influence of visual marketing on buying behavior becomes ever more pronounced. As the cosmetic industry is ever-changing, and as society becomes more digitized by the day, allowing both consumers and businesses to understand these nuances between visual enticements and psychological consumer behavior is still a topic worth navigating, for various demographics, over numerous generations to come.
AI Generated Image Collage - Neutral-Toned, Minimalist Aesthetic
Image from Facebook @e.l.f. Cosmetics
Both “e.l.f. Cosmetics” and “Rare Beauty” Products by Comparison
Image from Pinterest @popsugar