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Social media and cross-border e-commerce are allowing product trends to globalise rapidly. In the Beauty industry, influential vloggers on YouTube and Instagram are breaking down market borders and helping brands to achieve global scale by creating highly visual content with international reach and appeal. With a growing number of specialty e-tailers cropping up in the UK, brands are investing heavily in retail partnerships as part of their digital strategy in the region. To compete in an evolving market and meet growing consumer expectations, brands—regardless of primary distribution strategy—must position their sites as best-in-class research destinations with omnichannel offerings. L2's fourth annual Digital IQ Index: Beauty UK report benchmarks the digital performance of 84 brands operating in the UK.
Beauty UK and France 2017
April 26, 2017
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Social media and cross-border e-commerce are allowing Beauty trends to globalise rapidly. In France, trends like matte liquid lipstick, eyebrow products, and highlighters–popularized by major influencers like Kylie Jenner and Huda Kattan–are the only areas of growth in an otherwise slumping Beauty market. Meanwhile, in the UK, Fast Beauty brands like Sleek Makeup are capitalizing on these trends and offering UK consumers a comparable product for a fraction of the cost. Responding to consumer expectations, brands are increasing shipping options and site features that translate to in-store traffic and superior research experiences. The Beauty EU studies attempt to quantify the digital competence of 151 Beauty brands across four product categories: Skincare, Colour Cosmetics, Fragrance and Nail that operate in the UK and France.