It doesn’t come as much of a surprise, but e-commerce beauty continues to rise with consumers buying cosmetic products more frequently online.
Colour cosmetics, fragrances and skin care top the e-commerce charts, with a study by consulting firm A.T.Kearney finding shoppers are purchasing around $US4.3 billion in cosmetics annually, up from $US4.2 billion in 2012.
The study based on a survey of over 1000 predominantly female shoppers in the US found the most popular e-commerce categories this year were colour cosmetics, up from 13 per cent in 2012 to 29 per cent this year, and fragrances, which is up from 11 per cent in 2012 to 27 per cent this year.
Other categories that have seen increases include skin care, which has grown from 24 per cent in 2012 to 36 per cent in 2014, personal care, which has grown from 17 per cent to 30 per cent, and hair care, increasing from 14 per cent to 24 per cent.
“There is just more confidence among consumers to actually transact online in this category,” says A.T. Kearney partner Hana Ben-Shabat. “Most importantly, there are a lot of innovative sampling models that create an opportunity for people to test something.”
