The traditional divide between retail and ecommerce is disappearing. Today’s skin care consumer may discover a product through social media, research its ingredients on Google, read reviews on a brand’s website, examine it inside a retail store, watch a creator demonstrate it on TikTok, and ultimately purchase it through a smartphone. The next purchase may…
Retail growth no longer happens in a single place. Consumers move continuously between Google searches, social media, ecommerce websites, marketplaces, email, mobile devices, physical stores, reviews, influencers, and recommendations from other customers. They may discover a product on Instagram, research it on Google, compare alternatives on a retailer’s website, visit a physical store, and eventually…
Building a successful skin care brand requires far more than developing an attractive product and launching an ecommerce website. Today’s skin care market includes emerging brands, established manufacturers, dermatologist-developed products, clinical formulations, luxury lines, clean beauty companies, celebrity-backed businesses, and mass-market competitors all fighting for consumer attention. Yet new brands continue to break through. The…
