While more men are joining the ranks of beauty product users, women are still the biggest buyers. A recent study shows that they are becoming smarter consumers, researching products before buying them. According to reports, this was detailed in Get Added to the Shopping Cart: How Brands Can Better Engage Women Researching Products Online.

Among the facts which emerged from the study was the realization that product samples play a role in the final decision. It was also determined that roughly 60 percent of women first look at the beauty brands they are familiar with. The study was done by Total Beauty Media Group.