Pure Beauty

How to maintain online sales amid fierce competition

Published: 11-May-2018

In an analysis of today’s retail landscape, Poorna Rodrigo finds that online sales are weakening big brands, but notes that indie scrappers will also have to fight to retain consumer loyalty

You need to be a subscriber to read this article.
Click here to find out more.

Online-savvy cosmetics consumers are becoming more adventurous. Gone are the days when they would only trust the quality of traditional brands bought unseen on the web.

Instead, consumers are investigating product ingredients carefully, as well as reading online reviews – and, armed with such information, they are often choosing to buy emerging, smaller brands over known ones.

This trend has forced the industry across the board to play by a whole new set of best practices to stay ahead of the game, experts say.

This trend has been fuelled by the growth in power and numbers of third-party e-tailers that offer consumers myriad product options:

“Nowhere has this shift been more apparent than on

Not yet a Subscriber?

This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.

Subscribe now Already a subscriber? Sign in here.

You may also like