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In advance of our upcoming report on the U.K. Beauty industry, we made a short video of how Beauty brands L’Oréal Paris, Olay, and Rimmel London have strengthened their presence on U.K. retailer Boots.com. Boots is a leader in multichannel retail, growing its e-commerce sales by 17% year-over-year and establishing a click-and-collect program that accounts for 45% of its e-commerce orders.

Rimmel London distinguishes itself from other cosmetic brands on Boots with extensive video content featuring tutorials and faces of famous brand ambassadors such as Kate Moss. L’Oréal Paris’s branded store enables visitors to embellish uploaded photos with a Miss Manga mascara overlay. Olay has an e-counseling tool that creates a personalized regimen based on responses to a seven-step questionnaire.

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