While beauty products may seem like the kind that shoppers would prefer to ‘try before they buy’, there’s growing digital engagement with the sector. With L’Oreal reporting that sales from eCommerce grew by 33% in 2016, Andrew Pearl, director of strategy and insights EMEA, Profitero, explore the ways to optimise the beauty eCommerce revolution.
Seven in 10 female internet users in France who have bought cosmetics items online have purchased face care products, like creams and cleansers, according to an April 2016 survey from CCM Benchmark . Over 60% have also purchased makeup and body care products online.
Profitero gives retailers and brands the monitoring and analytic tools they needed for maximizing their eCommerce performance and driving sales. Its director of strategy and insights EMEA provides details the five critical pillars to success for beauty brands online.
1. Monitor your competitors online
One of the biggest dangers is focusing only on your products in a vacuum and not fully understanding who the category best sellers are online (not necessarily those who are winning in the brick-and-mortar world).
One continuing trend we see across many categories is the growth of ‘challenger’ brands who are successfully driving sales in the online channel, and the beauty category is no exception.
Profitero’s
FastMover reports
, which monitor the best-selling products on Amazon.fr across key categories every month, reveals that LuckyFine is the #1 best-sellling brand, followed by ArtNaturals – brands which are both selling exclusively via the online channel.
Best-Selling Beauty Brands on Amazon.fr, January 2017
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Beauty brands … |
