Brands are frequently told that e-commerce is not the be all and end all in beauty retail. According to some estimates, as little as 10% of beauty products are purchased online, but what is clear is that consumers are increasingly reaching for their devices for reviews and product top-ups.
A new whitepaper from performance marketing company HookLogic analysed data from 14 million online transactions from 1 March-30 April 2016 in the US and UK, representing nearly $1.5bn in sales.
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