From Shelf to Checkout: A New Study Charts How Beauty Buyers Decide

Before a lipstick gets anywhere near a red carpet, somebody had to choose it at a counter, and Beauty Barrage has now looked closely at that moment. The firm's newest report follows the beauty buyer from first glance to the register, marking where the path stalls and where it opens up. For readers who shop a beauty counter the way they'd approach a gown fitting, it's a reminder that how a product gets found matters as much as what's in the bottle. Whether you're browsing on Worth Avenue or on Rodeo Drive, the store floor is a runway of its own.

With reporting from WWD.