Trust and Experience Are Reshaping Prestige Beauty Retail, NIQ Finds

NIQ research shows shoppers increasingly prioritize trust, rewards, convenience, and seamless shopping experiences

NielsenIQ (NYSE:NIQ), a global leader in consumer intelligence, today released new findings showing that trust, emotional engagement, and seamless shopping experiences are increasingly shaping how U.S. consumers choose where to shop for prestige beauty. The research indicates that while premium products remain essential, shoppers are increasingly differentiating retailers based on how rewarding, inspiring, and frictionless the overall experience feels across physical and digital channels.

The findings highlight a new competitive dynamic in Prestige beauty, underscoring that Prestige beauty shoppers are far from one size fits all. While trust remains a consistent driver across channels, shoppers prioritize different needs depending on where they shop, from elevated experiences in Prestige retail to value and simplicity in Mainstream retail and convenience-led discovery online. Key findings from the Prestige Beauty Choice Advisor study include:

• In the study, "trust" and "me-time" appeal rank as the #1 driver, with shoppers favoring retailers they enjoy and would recommend
• Prestige: Elevated Experiences and Emotional Connection
  • Shoppers expect quality at Prestige retailers, making product no longer a differentiator. They are seeking experiences that feel indulgent, inspiring, and confidence-building.
  • Rewards programs also play a larger role. While price sensitivity is lower, shoppers still want to feel rewarded for their purchases, helping justify premium spending.
• Mainstream: Value, Accessibility, and Ease
  • Low prices and strong value perceptions remain essential, but mainstream retailers win by making beauty feel easy through clear navigation, in-stock reliability, and simplified decision-making.
• Online Pure Play: Confidence Through Convenience and Information
  • Being a true one-stop-shop matters more here, with shoppers prioritizing saving time and minimizing friction.

"What this research shows us is that trust isn't built through product breadth alone," said Jacqueline Flam, Managing Director, Beauty & Health, NIQ. "Retailers must focus on the entire shopping journey, tapping into the desire of Prestige beauty shoppers to feel seen, valued, and inspired."

The Prestige Beauty Choice Advisor study indicates that the market is evolving as shoppers place increasing importance on how they shop, not just what they buy. Consumers expect intuitive navigation, seamless transitions between online and in-store environments, and frictionless returns. Retailers that create cohesive journeys across channels may be better positioned to drive repeat engagement and long-term loyalty.

At the same time, traditional differentiators such as premium products and curated assortments have become expected among many retailers. Competitive advantage is driven by how effectively retailers deliver and communicate value. These factors increasingly shape shopper perception and influence where purchases happen.

"This Choice Advisor data makes one thing clear: trust unites beauty shoppers, but relevance is earned by meeting the distinct expectations of each channel," said Flam. "From experience-led prestige to value-driven mainstream and seamless pure-play journeys, success looks different by channel. The organizations that align to these distinct shopper mindsets will be the ones that unlock sustained growth across the beauty landscape."

About the report: NIQ's Choice Advisor methodology uses advanced quantitative modeling to isolate the factors that most strongly influence retailer selection. The Prestige Beauty Choice Advisor report benchmarks retailer performance across 30 leading beauty retailers and evaluates key drivers of choice across channels, helping brands and retailers identify growth opportunities and prioritize investment.

FAQs

What makes NIQ's Choice Advisor approach different?

Choice Advisor goes beyond stated preferences to identify what actually drives where consumers shop. By linking attitudes to real decision-making behavior, it provides a clearer view of what drives retailer selection.

What is the most important driver of retailer choice?

Trust and "me-time" leads decision making. Shoppers prioritize retailers they trust and enjoy engaging with, making overall experience more influential than any single functional attribute.

Are premium products and a high-quality assortment enough to win over prestige beauty shoppers?

No, they are no longer enough. Shoppers expect product quality, so differentiation now depends on experience and value delivery.

How is the competitive landscape changing?

The study suggests that specialty retailers remain highly influential, while ecommerce and social platforms are increasingly competing on convenience, discovery, and perceived value.

How can retailers and manufacturers use NIQ's Choice Advisor findings?

Retailers can use these insights to prioritize experience and value investments, while manufacturers can better align strategies with how shoppers choose where to buy.

About NielsenIQ

NielsenIQ (NYSE:NIQ) is a leading consumer intelligence company, delivering the most complete and trusted understanding of consumer buying behavior and revealing new pathways to growth. By combining an unmatched global data footprint and granular consumer and retail measurement with decades of AI modeling expertise, NIQ builds decision systems that help companies turn complex data into confident action.

With operations in more than 90 countries, NIQ covers approximately 82% of the world's population and more than $7.4 trillion in global consumer spend. Through cloud-based platforms, advanced analytics and AI-driven insights, NIQ delivers The Full View™—helping brands and retailers understand what consumers buy, why they buy it, and what to do next.

For more information, please visit www.niq.com.

Forward Looking Statement

This press release regarding NIQ's Prestige Beauty Choice Advisor study may contain forward-looking statements regarding anticipated consumer behaviors, market trends, and industry developments. These statements reflect current expectations and projections based on available data, historical patterns, and various assumptions. Words such as "will," "expects," "anticipates," "projects," "believes," "forecasts" and similar expressions are intended to identify such forward-looking statements. These statements are not guarantees of future outcomes and are subject to inherent uncertainties, including changes in consumer preferences, economic conditions, technological advancements, and competitive dynamics. Actual results may differ materially from those expressed or implied in these statements. While we strive to base our insights on reliable data and sound methodologies, we undertake no obligation to update any forward-looking statements to reflect future events or circumstances, except to the extent required by applicable law.

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