The pandemic had a profound impact on the beauty retailing world last year, forcing retail outlets like Ulta and department stores to temporarily close while creating a tremendous shift to e-commerce during lockdowns. The big story of the year was how Internet sales surged 47.5%, as revealed by Kline’s soon-to-be–published Beauty Retailing: U.S. Channel Analysis and Opportunities. The pandemic accelerated changes that were already in progress, such as the move to a stronger digital landscape, with years worth of digital enhancement happening in a matter of weeks and months and even consumers who previously resisted online shopping becoming avid users.
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Brick-and-mortar Retailing Still Alive and Growing
The face of beauty retailing continues to change with new brick-and—mortar approaches, along with more competition from online disrupters, such as Amazon. The major beauty specialty stores, such as Sephora, Ulta, Bluemercury, and CosBar, continue to grow, introducing new formats, services, and brands. Department stores try various tactics to expand their beauty sales, including in-store boutiques, while mass retailers, including Target and Walmart, up their game in beauty. Continue reading
