Urbanites love Fashion and Beauty

Our audience is teeming with fashionistas and beauty lovers. Using our award-winning work.shop.play. panel we were able to ask urbanites about their behaviours and motivations around their fashion and beauty purchases.

Fashion & Beauty Exterion Media Westfield Digital


1 in 5 of urbanities (18%) shop for clothes at least once a month (compared to the wider UK population, 63% of which shop every two or three months – Mintel, 2017). This number rises to 1 in 4 (26%) amongst 16-34 year old Tube users, with an average spend of £57 a month

A majority of urbanites (45%) shop for clothes, shoes and/or accessories to treat themselves or for a special occasion (69% in 16-34 years old tube users). However, nearly 4 in 5 are more frugal and do so to replace an old item

When shopping, the high street is still the most popular destination choice amongst urbanites, followed by shopping centres and retailers’ online stores. Westfield London (17%) and Westfield Stratford (15%) are the most popular locations when choosing a shopping centre - this goes up to 51% for 16-34 year old Tube users for both locations. 


When buying beauty and skincare products, urbanites spend on average £24 a month, with 1 in 5 of urbanites buying skincare and beauty products once a month. This number rises to 1 in 4 (25%) in women and nearly 1 in 3 (27%) amongst 16-34 year old Tube users. This younger audience is also more likely to shop for skincare and beauty several times a month (22%) – which is why they are a key target audience for advertisers in the fashion and beauty market. 

Haircare products
such as shampoo (74%) and conditioner (51%) were some of the mostly commonly purchased by urbanites, followed by make-up as the third most popular (31%) product purchased. Looking at the make-up products bought in the last 3 months, the staples become clear: 60% of bought foundation and nearly as many purchase mascara (57%). The third most popular make-up product was lipstick, with 40% of all urbanites and 48% of 45-54 year olds purchasing in the last 3 months. 

60% of all urbanites buy skincare and beauty from drugstores on the high street. Supermarkets are also a popular choice, with 1 in 2 (53%) purchasing from there. It is worth noting that 1 in 2 (47%) of urbanites say they look for beauty inspiration whilst out and about and 65% are interested in hearing about new beauty products on the market, making the high street and Out-of-Home an ideal way to target this audience. 

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