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Instagram has been a challenging platforms for European pharmacy retailers, but DM has managed to break the mold. Instead of giving equal visibility to all of its products on the social platform, it focused on the category that resonates the most: Beauty. (Beauty and Fashion are the most popular content on Instagram by engagement.)

The DM Instagram @dm_deutschland account posts almost exclusively beauty products and consistently yields over 50,000 interactions per post. Furthermore, all of the top 10 Instagram posts in interaction count belong to DM.

DM was a relative early adopter that joined the platform four years ago. However, it only recently reached this level of scale after adopting this bold strategy of eliminating more than half of its SKUs from Instagram posts. Its success shows that even brands in traditionally unpopular categories on social media can find product groups that resonate with customers.

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