The Psychology Behind Consumers
The Psychology Behind Consumers Purchasing New-to-Market, Unrecognised Premium Skincare Brands in the UK
The skincare market in the UK has evolved dramatically in recent years, particularly with the emergence of new, unrecognised premium skincare brands. With consumers becoming more discerning and their purchasing behaviours shifting, brands face the challenge of gaining trust, visibility, and consumer loyalty. But something even more significant has changed since the onset of COVID-19—how retailers are approaching new brands and the psychology behind consumers' decisions to buy.
In this blog, we’ll explore how new-to-market premium skincare brands are navigating the UK’s changing retail landscape, how buying behaviours have shifted post-pandemic, and the new dynamics shaping the way consumers make purchasing decisions in today’s market.
The Changing Retailer Landscape: How Big Retailers are Taking on New Brands
In the past, getting a new skincare brand into a major retailer like Boots, Harrods, or Selfridges often came down to who you knew—connections with buyers, marketing budgets, and relationships in the industry. However, a significant shift has occurred in recent years, particularly post-COVID-19. The pandemic fundamentally altered how consumers shop, and retailers have had to adapt to these changes quickly, especially when it comes to taking on new brands.
The Democratization of Brand Selection
One of the most profound changes is that the decision-making process for which brands are stocked in big retailers is no longer solely reliant on who you know or traditional “industry power moves.” Retailers are increasingly adopting more data-driven and consumer-centric approaches to choosing new brands. Today, it’s not just about being “big” or having a high-profile team behind you. Instead, retailers are focusing more on consumer demand, online trends, and what resonates with their audience.
This is where consumer behaviour analysis comes into play. Retailers now have access to massive amounts of data and analytics, enabling them to identify rising trends before they even hit the mainstream. For example, the rise of clean beauty, sustainable packaging, and ethical sourcing has been tracked through online activity, consumer sentiment analysis, and social media buzz. Brands that align with these trends have a better chance of being noticed, regardless of their previous recognition or industry connections.
The Role of Digital and E-commerce
The boom in e-commerce during the COVID-19 pandemic also shifted how new brands enter the market. Online platforms, from ASOS to Boots.com, have become essential avenues for new brands to gain exposure without needing the traditional shelf space at physical stores. This shift allows small, emerging brands to bypass the traditional retail gatekeepers and connect directly with their target audience. Social media platforms like Instagram, TikTok, and YouTube have become even more crucial, allowing brands to build a following before they even appear in stores.
Now, retailers are looking to partner with brands that have an established online presence or a unique story that resonates with consumers. It's not just about the product anymore; it's about the brand narrative, its digital engagement, and how it fits within broader lifestyle trends. This shift has democratised the space for many new skincare brands to enter the market, bypassing the traditional route of relying on established relationships.
The Psychology Behind Changing Consumer Behaviour
The way consumers shop and make decisions has changed drastically since COVID-19, and these changes are especially pronounced in the premium skincare sector. Let’s explore the key psychological shifts in consumer behaviour that have influenced purchasing patterns.
Increased Focus on Wellness and Self-Care
The pandemic reshaped how people view their personal well-being. With more time spent indoors, people began to prioritize self-care, wellness, and mental health, leading to an increased interest in skincare as part of an overall wellness routine. This shift is particularly significant for premium skincare brands, as consumers are more willing to invest in products that promise to deliver long-term benefits to both their skin and overall well-being.
Premium skincare brands that focused on wellness, self-care rituals, and skin health during the pandemic were able to tap into this new consumer mindset. The concept of “taking care of yourself” became a psychological motivator for consumers looking for ways to feel pampered and rejuvenated during challenging times. As a result, self-care routines have become not just a luxury, but a necessary form of emotional well-being for many people.
The Rise of Conscious Consumerism
Another key psychological shift that accelerated during the pandemic is conscious consumerism. UK consumers, especially in the premium segment, are becoming increasingly concerned with sustainability, ethical sourcing, and ingredient transparency. Post-COVID-19, there’s a greater focus on products that are cruelty-free, eco-friendly, and socially responsible.
Consumers are more likely to trust and support brands that align with their personal values. A premium skincare brand that is transparent about its production processes, uses ethically sourced ingredients, and prioritizes environmental sustainability is far more likely to attract consumers in today’s market. With rising concerns about climate change and social justice, conscious consumerism has become a driving force in purchasing decisions, especially in the beauty and skincare sectors.
Trust, but How Much?
Trust is still at the core of any purchasing decision, especially for premium skincare products. However, with more options and a more information-driven shopping experience, UK consumers are no longer just trusting big-name brands; they are looking for authentic connections. The role of online reviews, user-generated content, and testimonials has never been more important. Consumers seek out social proof before committing to a premium-priced skincare brand.
Interestingly, while social proof has always been important, COVID-19 led to a rise in people relying on digital platforms for recommendations—whether through social media influencers, reviews, or YouTube beauty tutorials. Brands that use influencers and real customer testimonials to provide social proof have a significant advantage in building trust with hesitant buyers. This is a major shift from the pre-pandemic reliance on traditional media and high-budget advertising.
How Many Times Does a Brand Need to Be Seen Before Purchase?
We know that consumers need repeated exposure before they consider purchasing. The "Rule of Seven", which suggests a consumer needs to see a brand seven times before purchasing, is still relevant. However, with the rise of digital platforms, it’s possible that today’s consumers may need to see a brand even more times, especially for premium skincare products.
As consumers are bombarded with choices, the psychological effect of seeing a brand multiple times—across different touchpoints, from ads and social media to influencer reviews and retailer pages—becomes essential in pushing a consumer from curiosity to purchase. The sheer volume of content consumers are exposed to daily means that a brand needs to stay top-of-mind through repeated visibility. E-commerce platforms and targeted online ads can provide just the right amount of repetition to help a new brand break through.
Conclusion: Adapting to the New Landscape
The post-pandemic world has brought about significant changes in both consumer behaviour and how retailers approach new brands. For premium skincare brands, success no longer hinges solely on established relationships or industry gatekeepers. Retailers are now embracing data-driven decisions and looking for consumer-centric brands that align with modern consumer values—whether that’s sustainability, wellness, or transparency.
For new-to-market premium skincare brands, the path to success in the UK market requires building trust through digital engagement, leveraging social proof, and ensuring repeated exposure across various channels. The purchasing psychology of today’s consumers reflects a broader shift toward more conscious, informed, and wellness-focused purchasing behaviours. As brands adapt to these new realities, they must be mindful of the importance of visibility, authenticity, and the emotional connection they foster with their consumers.
