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Meta has released findings from two studies on consumer behavior in India’s beauty and fashion sectors. The studies show that Instagram Reels plays a significant role in brand and product discovery. The beauty report reveals a shift towards online purchases, with 80% of shoppers discovering beauty brands on Meta platforms and 47% through Instagram Reels. The fashion study found that 97% of consumers discover fashion brands on Meta platforms, with 52% crediting Instagram Reels. Augmented reality and content made by Indian influencers also influence purchasing decisions.
