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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

UK shoppers shun practical health concerns for aspirational beauty content online

UK shoppers in the health and beauty sector are shunning practical heath concerns for more aspirational beauty and lifestyle content online, according to a new study by advertising intelligence company Exponential.

The study, which isolated a demographic of 1.03m UK web users from the health and beauty sector, found that shoppers were 18.4 times more likely than the general internet population to search for content around acne, closely followed by hair (16 times) and teeth (14.6) times.

Conversely, content about health concerns fared less well, with child health care, insomnia and cholesterol categories all registering less than 10 times more likely than the average internet user.

The study also broke down sub-sections of the health and beauty demographic. Cosmetic shoppers were found to be 22.8 times more likely than the average internet user to consume a piece of content about Angelina Jolie, 21.6 times more likely on Megan Fox, and 17.8 times more likely Jennifer Aniston.

“This highlights the type of content that health and beauty consumers like to see online,” said Francesca Baker, insights manager EMEA, Exponential. “It is aspirational, it is lifestyle orientated, and there is a heavy skew towards the beauty sector.

“For Health advertisers in particular, this represents an opportunity for them to tailor their messaging and the content they advertise around accordingly. By attaching their products and services as more lifestyle orientated, image conscious message, they can capture a higher audience share and generate greater return on investment online.”

Users in the demographic were also found to be 34 times more likely to consume content about cosmetic surgery than the general UK internet population.

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