French brands selling dermo-cosmetics – popular skincare options that blur the line between prescription and cosmetic products – outperform traditional Beauty brands when it comes to online customer service, according to L2’s Digital IQ Index: Beauty France.
While many dermo-cosmetics brands sell through third-party e-tailers, they also boast sophisticated brand sites providing in-depth customer service functionalities. For example, 63% of dermo-cosmetics brands provide FAQ sections on their sites, while only 51% of Index brands do likewise.
French beauty shoppers still prefer the in-store experience to e-commerce, according to L2’s study. However, the success of dermo-cosmetics companies in the realm of customer service proves that it is possible for brands to replicate many advantages of the brick-and-mortar experience online.