In this L2 video, Researcher Giulia Prati speaks about the challenges of creating a personalized online shopping experience for cosmetics, illustrated by the fact that 19% of Fragrance sales in the U.K. happen online vs. just 7% of Color Cosmetics sales. Beauty brands are taking steps to fill in that gap, with 44% featuring guided selling tools on their site.

It’s important for Beauty brands to take improve their online selling tools, especially during the holidays where 61% of U.K. customers look for gifts on Amazon and 56% search on Google. In the Digital IQ Index: Beauty U.K. Genius brand Benefit stood out with links to diagnostic tools on product pages and on-site comparison tools.

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