LG Ad Solutions, a leader in CTV and cross-screen advertising, unveiled findings from its latest research, “Beauty & The Screen,” spotlighting the transformative role Connected TV (CTV) plays in the beauty and grooming industries.

“The real-time data availability of CTV enables a substantial opportunity to target custom audiences in a way that traditional TV has never been able to”

The study found that 53% of female beauty shoppers say TV ads influence their decisions to buy beauty products. CTV ads are helping beauty brands guide shoppers through the purchase funnel, with 68% of female beauty shoppers saying they pay attention to TV ads for beauty products, 64% able to recall seeing beauty TV ads in the past month, and 59% actually trying a new beauty brand after seeing a TV ad.

Leading beauty brands have recognized the power of CTV as a premium environment that drives results across marketing efforts. For major players like L’Oréal, this means activating insights-based strategies that prioritize personalization and performance.

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“We’ve found CTV to be a great strategy as it delivers premium awareness but enables a data-led approach where we can then retarget audiences to convert further down the funnel,” said Nobles Crawford, Consumer Activation Lead at L’Oréal. “In certain limited-time offers and sales periods, including interactive capabilities in our CTV ads has been beneficial in expediting the purchase funnel.”

The study, which polled over 1,200 beauty and grooming product buyers in the U.S., revealed that 53% of female beauty shoppers wish beauty ads on TV made it easier to buy a product directly—with 78% stating they would likely purchase after scanning a QR code on a TV ad for a product. Additionally, over half of female respondents said that discounts and free samples would make them more likely to scan a QR-enabled TV ad, followed by more information (32%), a save-for-later option (29%), and an add-to-cart feature (21%).

“TV remains a powerful tool for brands to build deep connections with consumers through the immersive experience of sight, sound, and motion on the largest screen in the home,” said Katie Barrett, Head of Strategic Sales at LG Ad Solutions. “For beauty brands looking to leverage CTV’s full range of capabilities, we’re witnessing a prime opportunity to drive performance storytelling that maximizes outcomes across both upper and lower funnels.”

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As beauty consumers’ buying habits evolve, the study highlighted several key insights:

• Most Beauty Shoppers Buy Products At Least Monthly: 68% of female beauty shoppers purchase skincare monthly, 70% buy haircare products, 61% buy makeup, and 54% buy fragrance products.
• High-Spending Beauty & Grooming Shoppers Prefer a Personalized Online Experience: High-spending beauty shoppers are 152% more likely to have product subscriptions, 60% more likely to buy endorsed products, and 36% more likely to shop for beauty online. Beauty and grooming shoppers who spend $250+ per month represent 16% of all beauty and grooming shoppers.
• Beauty & Grooming Shoppers Buy at a Mix of Stores and Sites: When deciding where to shop, women prefer in-store, while men prefer online. Fifty-two percent of female shoppers prefer shopping in-store, whereas 54% of male shoppers prefer online shopping. Once beauty shoppers decide how to buy, nearly all continue with the same method.
• Top Factors Influencing Beauty Purchases: Price remains the top factor, with 66% of female respondents citing it as the main influence on purchasing decisions. Other key factors include ingredients (50%), brand reputation (49%), and reviews and ratings (47%).

“The real-time data availability of CTV enables a substantial opportunity to target custom audiences in a way that traditional TV has never been able to,” continued Crawford. “Bringing the real-time optimization benefits of digital advertising to the big screen has made premium awareness media more addressable and effective for our brands.”