It is estimated that over 89 billion dollars were spent within the beauty and personal care space by U.S. consumers in 2018. Such a growth in consumer investment also indicates an increase in marketing dollars as brands will seek to partake in these positive trends. We, at Coegi, set out with the intent of discovering how digital media has changed the consumption of beauty and personal care products. In the process, we uncovered a mindset and buying tendency that differs between generations and has created a shift in the consumer journey.

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programmatic, social and search only