The Online World—Beauty Counter of Tomorrow
“As technology advances, the beauty industry continues to adapt new strategies to interact with consumers online, making their online communication with consumers more personal and experiential,” writes Liz Grubow, vice president, group creative director LPK Beauty, in the April 2010 issue of GCI.
From blogs to social networking websites, beauty consumers are going online where they have access to more products, can easily compare prices and can find more products, information and recommendations. Strategies introduced to counter the trend in stores are not increasing sales. Embracing technology and creating meaningful online experiences will allow beauty brands to not only stay relevant online, but also in brick-and-mortar retail stores.
Global Cosmetic Industry (GCI) magazine is a business and marketing magazine for the cosmetics, fragrance and personal care industry.