How developed are the online concepts of brand-name Beauty manufacturers?
It’s not only a change of sales channel, the mechanics of brand development is also changing. Social Media offers a launch platform for new brands, Influencer collections sell out in record speed, and the scope of reach is much wider compared to the classic channels. Retailers like Douglas or Sephora have reacted to the trend and are already working closely with leading industry Influencers.
The goal of the study is…
...to provide insights into the German eCommerce Beauty market and reveal strategies of brand manufacturers. To do this, we asked questions of 57 Beauty manufacturers in the segments of Skin Care, Color Cosmetics and Fragrance in the German market.
Five categories were analyzed: