There is a problem in marketing that is less talked about than it deserves: the paradox of choice .
The idea is simple. When people are faced with too many options, instead of feeling freer, they feel overwhelmed. And often, they end up not choosing at all.
In the beauty industry, this phenomenon is even more evident. Thousands of products, hundreds of similar SKUs, and promises that all sound the same. The result? Delayed decisions, abandoned carts, low conversion rates, high returns, and poor customer loyalty.
More choice does not automatically mean more sales.
The Jam Experiment 🍓: Why Fewer Options Convert More
A much-cited experiment in marketing clearly demonstrates this.
Two jam stands.
One with many variations.
One with few.
More people stopped at the stand with the most choices, but most of the purchases occurred at the one with the fewest options.
Translated for beauty e-commerce:
Attracting attention isn't enough. If the user can't decide, they won't buy.
When choice becomes a real problem 😵💫
The choice becomes paralyzing when several factors combine:
- too many very similar alternatives
- difficulty understanding which one is the right one
- uncertainty about one's preferences
- difference between those who are just exploring and those who really want to buy
In beauty, these elements all coexist together.
Why beauty amplifies the paradox of choice 🧴
In the world of skincare and cosmetics, complexity is extremely high:
- reading an INCI is not easy
- many consumers are unable to accurately define their skin type
- even within the same brand there are dozens of very similar products
- packaging and marketing claims make the differences unclear
The result is a shopping experience with a high level of cognitive friction. And when the mind gets tired, the decision stalls.
The impact on brands and retailers 📉
Confusion doesn't just harm the consumer.
For brands and retailers it means:
- increase in acquisition costs
- conversion rate often below expectations
- high return rates
- little collection of truly useful first-party data
The paradox of choice in beauty is therefore a problem for both B2C and B2B. It affects not only the user experience, but the entire growth model.
Because many solutions don't really solve the problem 🤖
Today there are many tools: skin tests, quizzes, virtual try-ons, AI tools.
But often:
- they are based on marketing claims
- return standardized results
- they focus on the “wow” effect rather than clarity
- they do not create continuity between online and offline
- they don't build a true omnichannel customer identity
In other words: more technology, same indecision.
The critical point in the funnel 🚧
The question every brand should ask itself is simple:
where does the user really get stuck in the funnel?
Do you understand the difference between the options?
Do you know why you should choose one product over another?
Do you feel driven or pushed?
If there is no clarity, increasing the assortment makes the problem worse rather than solving it.
The real solution to the beauty paradox of choice 🚀
Reducing choice doesn't mean selling less. It means better structuring the decision .
In beauty this means:
- real simplification
- data-driven personalization
- using AI to guide choices, not just to show products
- ingredient-first approach
- continuity between digital and physical touchpoints
When the decision becomes clear, conversion ceases to be a problem.
And the paradox of choice stops penalizing business.
