Discover how Polish women shop for cosmetics, from the role of social media to balancing quality and price in their choices.
A recent study by KWC by Wizaz.pl, based on over 1,700 Polish women, reveals that cosmetics go beyond beauty. For 86% of respondents, they are essential for daily hygiene, while 76% value them for health-related benefits. Many also see cosmetics as a way to relax and refresh their routines.
Social media platforms like TikTok and Instagram are top sources of beauty inspiration, with over a third of respondents using them frequently. Traditional channels, such as Google and physical stores, also remain important for discovering new products.
Balancing Price and Quality
While 68% prioritize price, factors like product quality (78%) and scent (71%) are even more significant. Consumers actively compare prices and seek recommendations online before purchasing.