Beauty products are among the fastest growing e-commerce categories driven up by women consumers. Skincare, baby-care products and hair care products are the categories women mostly use internet research for.
However, the underlying megatrend is the changing shopping habits as we are shopping and researching more online more often. Here are some emerging trends which are in vogue in the online beauty stores:
More online researchers will turn online shoppers:
Internet was primarily tool for researching for skincare products before buying them at physical stores. Nowadays the Internet researcher is becoming an online shopper. Stores surely co-exist but are reduced to branding channel and an add-on sales unit.
Brands will find more consumers online than in shopping malls:
Many Internet-driven business in this industry are led mainly by beauty sample subscription services sending sample-sized products right to your doorstep, taking the pain from spending money on unsatisfactory full size packs have fueled this trend. The rise of amateur beauty bloggers with a devoted following is also contributing to this trend.
Social proof and customer feedback will assume greater importance:
Unlike colour cosmetics,the efficacy of a skincare product cannot be verified by rubbing a small amount on the back of your hand or merely smelling it at a physical store. Customers know that and are attaching more weight to recommendations and reviews from others before making purchases.
The second generation of e-commerce--Internet-driven omni channel skincare brands:
As the above elements gather momentum, consumers will start realising gradually that Internet is not only about finding cheaper deals but also it is a legitimate source to buy products that offer true value.
Having the entire supply chain in-house, such brands are able to pay better attention to the brand communication and product quality and at the same time it would target specific consumers with intention to buy their products.
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