The COVID-19 pandemic saw some serious beauty consumption shifts take place in 2020​, with effects still being felt today in 2022. But despite hardships across the beauty board, skin care, thanks to its alignment with self-care, wellness and skinimalism, had soared and was set hit €152bn in sales globally by 2025​, according to Euromonitor International.

But with this rising engagement in skin care had also come an increasingly competitive online retail space, not entirely adapted to skin care purchases – traditionally associated with in-store sampling and testing.

Online and in-store strategies must be executed ‘in tandem’

“Despite skin care being easier to sell online than other beauty categories, such as makeup and fragrances, most skin care consumers continue to shop in-store, highlighting the importance of continuing to develop the in-store shopping experience – in addition to existing or new online channels,”​ said Samantha Dover, beauty and personal care category director at Mintel.

Writing in a recent blog piece, Dover said it was therefore critical skin care brands developed online and offline experiences “in tandem”.

“Online activations can erode the need and/or desire to shop in-store, with ongoing investment and innovation aiming to remove key barriers to purchasing online. As a result, the online experience of shopping for skin care can feel superior. However, there are opportunities to ensure the in-store experience matches the one online when shopping for facial skin care,” ​she said.

There were opportunities, for example, to develop in-store facial skin care discoveries with improved consultations, sampling opportunities and technology to provide additional information to consumers on the shop floor, she said. Similarly, retailers could better curate products in-store according to skin type, sub-categories or even eco and ethical preferences, better reflecting how consumers shop skin care.


By admin

Leave a Reply

Your email address will not be published. Required fields are marked *