Research has revealed that UK beauty shoppers are shifting their purchase habits from a focus on brands to a focus on products. Brand searches have dropped by 1.4% year on year (YoY), while product searches have risen 3.28% YoY. This shift is reshaping how brands can compete for attention in the UK beauty market. According to a report by the marketing agency MediaVision, declining brand searches are a sign of weakening brand loyalty. The influx of product searches, meanwhile, reflects consumers’ growing interest in finding solutions for their specific needs, influenced by the personalized beauty trend.
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