Brands should strive to give consumers what they want, however they want it
The concept of omnichannel selling will shape the future of beauty retail, according to Stephane de la Faverie, Senior Vice President and Global General Manager, Origins, Ojon and Darphin.
In an exclusive interview, de la Faverie told Cosmetics Business that beauty brand Origins plans to adapt its strategy in line with the trend for omnichannel retailing, allowing consumers to discover the brand at a counter in-store, online at home, or through a mixture of both, such as having a mini treatment in store, then buying when back at home.. . .
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