Consumers’ beauty routines are closely tied to how they want to show up in the world — as a form of self-expression, confidence and control. And beauty purchase decisions rarely begin in the aisle. They start earlier, shaped by a mindset, made during moments when consumers feel calm and receptive rather than distracted or overstimulated.For many beauty and personal care consumers, streaming has become part of their unwinding ritual. Eighty-nine percent of Tubi streamers said they’re at their most relaxed while streaming, and 85% said they would rather have a night of streaming and self-care than a night out, according to a recent study from Tubi and The Harris Poll.
When beauty ads appear during those relaxed moments, they are less likely to feel intrusive and more likely to capture meaningful attention, according to Sharon Silverstein, svp of U.S. vertical sales at Tubi.“When someone is streaming, they’re home, maybe with a face mask on, unwinding after a long day. That’s the mindset beauty brands get to walk into,” Silverstein said. “You’re not interrupting someone stressed at a desk or scrolling anxiously on their phone — you’re reaching them in their happiest. And when people are relaxed, they’re receptive, they’re not skipping ads with the same urgency as other platforms.”
