Social media boosts AR influence on beauty and fashion shopping in India: study – Times of India

Meta published key consumer behavior findings from two studies focused on beauty and Fashion segments in India. Both studies reveal the influential role of meta platforms, especially Instagram Reels, in brand and product discovery in the beauty and fashion industry.
Findings is an online survey of a meta-commissioned customer insight platform GWI among Internet users in India.
Beauty report findings
According to the Beauty Report, there has been a significant shift in consumer preferences since the pandemic, with 68% of beauty shoppers now preferring to shop online – a notable 15% increase from pre-Covid. The report notes that 80% of surveyed shoppers discover beauty brands social media 92% find them on meta platforms, including 47% via Instagram Reels.
Research also points to a growing awareness of augmented reality (AR) among beauty consumers, 80% admit its existence. In particular, 75% of respondents say that virtual trials, especially lipsticks, increase their inclination to purchase beauty products online.
The results of the study are coming
Fashion research shows that 76% of consumers discover fashion brands on social media, with a significant 97% discovering via meta platforms, of which 52% attribute it to Instagram Reels. Notably, 39% went on to make a purchase after finding them on Reels. Augmented reality (AR) is becoming increasingly popular in the fashion industry and 80% of participants already recognize its existence. In addition, 78% of respondents confirm that virtual trials are a motivating factor for online purchases.
Studies also highlight how Indian consumers rely on Indian creators for authentic information and reviews, especially as interest in influencer content has grown dramatically. Research shows that 2 out of 3 viewers of fashion content and 7 out of 10 viewers of beauty content follow Indian influencers, significantly influencing their purchasing decisions.