Gen Alpha beauty shoppers blend digital discovery with in-store validation, according to a NielsenIQ survey commissioned by Ulta Beauty. While most discover products online and use AI-driven personalization tools, a strong majority still prefer shopping in stores, highlighting the continued importance of physical retail in a digitally influenced purchase journey.
Key Takeaways
-
Digital discovery meets physical validation: Most Gen Alpha consumers find products online but rely on in-store visits, peer input, and hands-on testing before making a purchase.
-
AI enhances, not replaces, stores: Use of AI and personalization tools increases engagement and store visits, reinforcing omnichannel behavior rather than shifting it fully online.
-
In-store remains dominant: Across beauty categories, most Gen Alpha shoppers prefer physical stores for immediacy and product exploration, underscoring retail’s experiential advantage.
