Why women are more likely to skip blogger-style beauty tutorials

Given a choice between two distinct types of pre-roll beauty ads, women overwhelming prefer to continue watching short, high-quality ads over longer, more amateur ones. That conclusion is one result of a recent study conducted by Google with L’Oreal Paris, which found that 30-second TV-style ads saw significantly higher audience retention than longer beauty tutorials featuring a “relatable” model.

However, the study also looked at how a woman’s age impacts her preferences, finding that younger women, defined as those ages 18 to 24, were twice as likely to remember the substance of a low-budget L’Oreal tutorial than a TV-style ad when asked to recall it later.

This content is available for Premium Subscribers only.
Already a subscriber? Log in