Women Consult Brand Websites First Before Other Digital Platforms, Study Reveals

Consumers get information about beauty products from brands' websites before visiting beauty bloggers' sites or viewing instructional videos on YouTube, according to research by Imogen Matthews Associates. IMA said although millennial women are regular users of YouTube, which accounts for 1.3 billion views of beauty-related videos, they get beauty information from a variety of channels. Conducted through One Poll, the study surveyed 1,000 women worldwide in an attempt to determine the implications of omnichannel marketing for the beauty industry.