Over the last several years, the beauty retailing environment has experienced a revolutionary transformation, with the rise of new technology, innovation, and more knowledgeable and savvy omni-channel consumers. An analysis by Naira Aslanian, Project Manager at Kline.
No longer are consumers drawn to retail stores with knowledgeable salespeople, sample products, and promotions, as these benefits can all be enjoyed from home—either through e-commerce, or television. Convenience becomes the most important attribute in beauty retailing as growth of e-commerce continues to outshine any other beauty retail venue, increasing nearly 20% in 2014. Television shopping also continues to grow well above the industry average, at approximately 10% in 2014.
The interaction between the retailer and shopper begins more often with a mobile device as shoppers browse and research products and prices and check for promotional offers. Moreover, consumers make easy purchases at any time, anywhere. Retailers gear up for consumers’ growing needs, offering virtual interaction with consumers in an effort to mimic the experience they receive in physical retail stores, allowing two-way communication and augmented virtual reality. Home shopping networks, which showcase selectively chosen brands, allow the channel to tell a more in-depth story than can be told from behind the counter in physical stores. Entertainment, value propositions, and deferred payment options make television the purchasing channel of choice for consumers and marketers alike.
In terms of product categories sold, skin care continues to be the largest sales driver …
