What are the challenges of selling beauty internationally?


Cosmetics Business asks an Expert Panel including LoveLula, feelunique.com, QVC and My Showcase

The world is getting smaller. Not long ago, Korean skin care brands were largely unknown outside of Asia. But today K-Beauty has become a major trend with global appeal.

Due to internationalisation and the rise of e-tailing, the world of beauty is increasingly accessible to consumers. The projected value of online and cross-border retailing for the UK in 2017 is £9.6bn, according to Statista – a figure that will no doubt continue to grow.

Last month, feelunique.com revealed its new Chinese website, offering all of the products listed on its UK website to consumers in China, while this month US retailer Target announced it would start offering international delivery ahead of Christmas 2015.

But cross-border retail presents challenges too. International shipping brings a host of logistical, pricing and regulatory hurdles, while consumer expectations and languages differ between regions.

Last week, LVMH retailer Sephora came under fire after the launch of its new Australian website. Australian consumers were incensed to find that they could no longer access the US version of the Sephora website after the site’s launch. They said this prevents them from comparing prices in the two markets.

So what can brands do to ensure smooth business management and processes? CBN asks the experts what their strategies are...

So how can beauty brands and retailers avoid problems such as this? We’ve spoken to the experts to find out…

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Over to the panel


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