B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
85%
85% -- campaign traffic share for SA beauty buyers (2025)
Beauty buyers in South Africa drive between 85% and 99% of campaign traffic across major brand campaigns.
- Reported as a range between 85% and 99%
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
85%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Flow
Primary
Tier B
https://flowplatform.com/blog/sas-beauty-buyers-are-ready-to-spend-are-you-meeting-them-where-it-cou… ↗
Source Article
SA's Beauty Buyers Are Ready to Spend. Are You Meeting Them where It Counts? - Flow
We’ve seen beauty buyers in SA drive between 85% and 99% of campaign traffic across major brand campaigns. That’s because the beauty buyer is one of retail’s most commercially reliable shoppers. They research before they buy, they’re brand-loyal once they find something that works, and they spend co…
Original Research
Flow
· Original study ↗
Methodology
Range 85%-99%; midpoint extracted. Platform first-party campaign data across major brand campaigns.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
SA beauty buyers: 85% campaign traffic share. Source: Flow (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/sa-beauty-buyers-campaign-traffic-share
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<blockquote cite="https://lighthousedata.io/data/sa-beauty-buyers-campaign-traffic-share" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>85%</strong> -- campaign traffic share for SA beauty buyers<br><small>Source: Flow (2025) · <a href="https://lighthousedata.io/data/sa-beauty-buyers-campaign-traffic-share" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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