Screen Shot 2014-12-19 at 5.56.25 PMOne in five U.S. Internet users plan to gift cosmetics or a fragrance this holiday season, which means the time is right for Beauty brands to make planned, impulse, self, and all kinds of gifting as feasible as possible. Lancôme and Urban Decay have taken an innovative step this year, by allowing users to e-gift customizable cosmetics. Powered by Loop Commerce, these gifts are bought, sent, and redeemed online, and recipients can choose their preferred shade or exchange the gift before it has shipped. E-Gifts can be scheduled up to 12 months in advance. Not only is this a convenient option for long-distance, forgetful, and last minute gift givers, it encourages recipient to browse online and perhaps expand their cart.

Featured as a Flash of Genius in the L2 Digital IQ Index: Beauty, these initiatives take advantage of the seasonality of gifting. A look at the site traffic of Urban Decay and Lancôme shows traffic spikes up in months leading up to the holiday season. Urban Decay encourages browsers to gift an item with an “E-Gift This” button.

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