An annual study conducted by leading beauty box subscription service, Lust have it!, of Australian beauty lovers has revealed online and word-of-mouth continues to drive decision-making.

Greta Stojanovic, CEO of Lust have it! says, “It’s not surprising that online and word-of-mouth are only growing stronger and we believe they will continue to do so. This is why we are so passionate about continuing to grow our online community.

“We enable them the freedom to review and compare their experiences with the products we provide each month, it’s also a great way for brands to gain honest feedback on their products,” concludes Greta.

On average over 50 per cent of Australian women are spending a minimum of $70 a month on beauty products, an increase on 2012, with 1 in 10 spending more than $100 per month. While 70 per cent of women stated that although they do take price into consideration, they were prepared to pay the price for premium products if they knew it worked.

Greta says, “This is 15 per cent down on last year which further demonstrates the need for women to take the risk out of being disappointed by high-end purchases. In the current economic climate, our ‘try before you buy’ formula allows women to be more resourceful before they decide to make a big purchase.”

Ninety per cent of participants stated online sources like beauty sites, blogs or social media channels were influential when it came to making purchase decisions. The survey also revealed a shift in the top three channels with online beauty sites coming out on top this year.

The study also revealed that in times of economic crisis, Australian women aren’t willing to give up their favourite beauty products. When asked how they would spend their last $100 over half chose to spend in on beauty products or treatments over a night out or a piece of clothing.

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