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50% of women prefer to research products online prior to buying them in-store, finds NPD.

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By: Christine Esposito

Editor-in-Chief

US women are increasingly turning to online research to better understand the ingredients in – and the brands behind – their facial skin care products, according to recent data released in the Women’s Facial Skincare Consumer Report from The NPD Group. The report noted that nearly 50% of women surveyed prefer to research products online prior to buying them in-store, citing online reviews and ratings, as well as social media influencers, as their sources of information.  “These engaged consum...

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