Shoppers are changing how they make discoveries and purchases, but that doesn’t mean longtime beauty marketing tactics are falling by the wayside — especially creator partnerships.

According to a holiday shopping study by PartnerCentric, the more a shopper relies on AI, the more they rely on creators. Nearly 40% of beauty shoppers call creators very or extremely important to their purchase decisions. And before acting on an AI recommendation, 15% of beauty shoppers turn to creators for proof.

Based on a survey of beauty shoppers and beauty creators, this new research report explores how beauty shopping is shifting this holiday season, and how brands can prepare now to convert consumers. 

Download the guide to learn more about:

• Where the beauty shopping journey starts — and where it closes
• Why AI is not a threat to creators and other discovery channels
• The proof and data that make or break AI and creator recommendations

Partner insights from PartnerCentric