NPD: Women spend more money on Beauty Products purchased through TV Shopping and Via Infomercials.

Almost one in four women who have shopped through TV shopping networks and one in three who shopped via infomercials said they spent more money on beauty products during the past year. This is according to a new report, Emerging Channels Series: Beauty Care Products, Special Focus: TV Shopping Networks & Infomercials from The NPD Group, Inc.

The women who shop via television for beauty (4%), report spending almost as much as the fine department store shoppers, more than traditional department store shoppers, and those who buy from dermatologists.

Fifty-two percent of respondents who said they spend more money through TV shopping networks said, “It is easier to shop there.” Reasons that followed were, “There are more products available that I like (43%),” and “I purchased more beauty products in general compared to last year (35%).”

Additionally, infomercials and TV home shopping channels are influencing purchases through other channels. Thirty-eight percent of TV / infomercials shoppers said they browsed on TV to compare product pricing or get product information and then made the purchase either online or in a store.

Most women who shop for beauty products on television say they typically do so on impulse, something that is occurring less and less at traditional channels as women make fewer shopping trips.

TV home shopping network shoppers are most likely to say they shop just one hour or less per week, and are most likely to tune in between 8p.m. and 10p.m. in the evening (31%) or between 6p.m. and 8p.m. (18%). Infomercial shoppers appear to be active at even later hours, with 40 percent saying they usually shop between 10p.m. and 2a.m. Additionally, almost 80 percent of the shoppers on the leading shopping channels (QVC and HSN) will shop/purchase if they watch.

“In today’s challenging economic climate, as consumers are being more careful and conscientious in their spending, there are even greater opportunities for this channel if there is a transition from being primarily impulse driven to being more planned as an alternative venue for beauty shopping,” said Karen Grant, senior global industry analyst and vice president, Beauty. “By leveraging the peak time of shopping and other core elements of its appeal, TV networks and infomercials stand to benefit as a complementary vehicle to help fuel in-store sales, particularly in makeup and skincare, the two better performing categories of beauty,” ended Grant.