The retail landscape for cosmetics and toiletries in the United States has evolved substantially over the past five years, with retailers no longer considering themselves bound by a particular channel, but instead many realizing themselves as omni-channel, looking to create a seamless shopping environment whether the consumer is in-store, on a computer, or using a mobile device.
With sales of cosmetics and toiletries in department stores declining over the past five-years, the channel remains challenged as the destination of choice for beauty product consumers due to growing competition from specialty stores, direct merchants, and mass retailers expanding their selection. Department stores are consequently refashioning their beauty departments to offer a more modern shopping environment. Various department stores are merging beauty counters, enabling sales and beauty consultants to fluidly sell more than one brand. By contrast, niche brand in-store boutiques are continuing to expand at stores such as Macy’s, Dillard’s, and Bloomingdale’s. Read more…
