Follow us twitter facebook
Edition: Global
Click here to subscribe toour free weekly newsletter click here
Markets & trends

Beauty retail: Bricks-and-mortar stores and online channels complement each-others

The rise of digital channels undoubtedly changes the scope of traditional retail. Yet far from being opposed, brick-and-mortar and online channels appears complementary during the purchasing experience of French beauty buyers. Internet is where consumers get information, while shops remain the first purchasing destination, according to a study by the French Federation of Selective Perfumery (FFPS) and market research firm IFOP.

The Internet is the main point of contact for information on beauty products, it is also the preferred tool of women (72%) and for those under 35 (78%). Photo : © Antonio Guillem / shutterstock.com

The Internet is the main point of contact for information on beauty products, it is also the preferred tool of women (72%) and for those under 35 (78%). Photo : © Antonio Guillem / shutterstock.com

The study, conducted on a representative sample of 1,000 individuals aged 18 and more, found that 57% of cosmetics buyers use the Internet to get more information about products. However, for 71% of them, brick-and-mortar stores remains the main purchasing destination.

With the Internet, many of the customers who enter the store have a detailed knowledge of the products and they are therefore looking for something else, such as reinsurance, product staging, advices on complementary products. Customizing the experience through the relations with shop assistants thus becomes essential in beauty stores,” commented William G Koeberlé, President of the FFPS and FEPD (European Federation of Perfume Retailers).

Many consumers (43%) use internet to compare and get upstream information on the products and their prices. However, customers massively go to physical stores, to see the products (58%) or test them (41%). In addition to advices, the symbolic status of beauty products thus pushes buyers to brick-and-mortar points of sale (to see, touch, smell ...).

However, the study also unveils interesting differences in consumer behaviour especially between generations. Indeed, while the Internet is the main point of contact for information on beauty products, it is also the preferred tool of women (72%) and for those under 35 (78%). On the contrary, men and those over 35 still use brick-and-mortar stores as the primary contact point with cosmetic products.

With no surprise, internet purchases are mostly driven by price (50%), promotions (44%) and the possibility to purchase at any time (39%).

Customers always have the final say. As far as beauty products are concerned, brick-and-mortar stores and online channels are complementary and developing an omnichannel business is a key factor of success,” concluded William G Koeberlé, President of the FFPS and FEPD (European Federation of Retail Perfumers).

V.G.

Portfolio

© 2016 - Premium Beauty News - www.premiumbeautynews.com
latest news
Focus
spip-vignette

MakeUp in Paris: Applications to the Innovation Tree break new record!

With more than 170 products competing to be selected in the Innovation Tree, the next edition of the MakeUp in Paris trade show looks very promising. The Innovation Tree is a selection of the best innovations received for each ‘MakeUp in’ show. A committee of internationally recognized experts elect those that may change the way (...)

read more
job opportunities
Experts’ views
Developing eco-responsible ingredients: transform without denaturing

Romuald Vallée
Developing eco-responsible ingredients: transform without denaturing

This is a trend which is fast growing in all areas, including in the cosmetics industry. Eco-responsibility has become a major element in the purchasing process for consumers who want their choices to have a positive impact on the society and the environment. The “green” business, often interpreted as a “marketing opportunity” is now (...)

read more
Webinars
E-shop - latest publications
Safety of perfumes and cosmetics. Belarus, Kazakhstan and Russia
200.00 € excl. tax
Regulations on the registration of cosmetic products in China
200.00 € excl. tax
United Kingdom: Premium Beauty Market Report
1700.00 € excl. tax
Go to top ↑

Features

We use cookies to give you a better browsing experience. By continuing your visit to this site, you accept the use of cookies. Read more and set cookies
close