You only need to measure the decibel level of the bd office (or any female-dominated workplace) when an ASOS package arrives to understand the popularity of online shopping. And while the phenomenon has been prevalent in fashion for years now, the beauty consumer seems to have been a little slower to catch on – until now.
This week, several multinational cosmetic brands have made clear their intentions to invest in e-commerce opportunities, namely , and L'Oréal Paris.
L’Oréal managing director of strategic marketing Marc Menesguen identified online sales as a vital part of the company’s digital revolution”.
For the Group as a whole, e-commerce grew over 35 per cent in 2011. Online selling is a new distribution channel and an additional opportunity for growth,” Menesguen said.
You only need to look at the Kiehl’s brand to see the proof is in the pudding. The brand saw a rapid rise in sales following the relaunch of its e-commerce site in 2011.
CosmeticsDesign reports that L’Oréal has also highlighted the rise of online shopping via mobile phones. The boom in mCommerce, as it’s been coined, isn’t surprising given some statistics that Jacki James, strategic planner for digital strategic consultancy Zuni, provided us. James reveals that smartphone penetration is forecast to reach 100 per cent by 2013 (it’s currently at 63 per cent), while 75 per cent of smartphone users do price and product comparison while shopping.
These recent revelations from L’Oréal have been announced around the same time as many brands unveil new online initiatives in the form of Facebook apps (Virtual practice for the perfect eyeliner and ), website apps (Lancôme launches virtual makeover app and Going backstage with Dior) and interactive billboards (Impulse embraces digitised billboards).
It comes as no surprise to me that so many beauty brands have chosen to invest in social media platforms, as it is now so many consumers’ preferred means of not only shopping, but communicating with their favourite brands. And while I can’t confirm the squeals upon arrival of a beauty delivery will reach the same heights as that of an ASOS package, anything that allows me to replace my favourite foundation with a few taps on the mobile phone is already a success in my opinion.