The recently published inaugural edition of Beauty Retailing USA: Alternate Channel Monitor covering the period from January 2014 to June 2014 finds that consumer purchasing from social media is finally becoming more of a reality. This use of beacon technology is increasing in specialty stores, and lipsticks are selling nearly as much as skin care products through mobile technologies. This service will be updated every six months to provide marketers with the regular insights and dynamics on the ever-evolving alternate channels like direct sales and specialty stores.Continue reading
The beauty retailing landscape is constantly in flux. The consumer’s path to purchase is not always clear as offline and online shopping are more intertwined than ever before.
Alternate shopping channels and sub-channels once touted by many in the cosmetics and fragrance industry as being “negligible” or “insignificant” have emerged as “essential” for the growth of brands. Digital shopping has moved from the peripheral to the epicenter of a brand’s distribution strategy. The formula for a winning marketing approach can be created based on the awareness of the beauty retailing mix and what is appropriate for a particular product or category.Continue reading