Online cosmetics, same behavior all?

Barcelona, January 29, 2020. BCB has organized a meeting on the behavior of online buying cosmetics in which they have gathered more than 70 people, an European study by Photoslurp o ver the last year has been presented.

Four are the challenges the sector faces when it comes to sell products in online channel: product functionality, benefits it brings, no customer loyalty to brand and product and ability to be on the consumer top of mind (incorporation of the brand in their routine). The best-selling products belong to product cosmetics, lipsticks are the preference for Spanish cosumers (more than 60%). Claims like; “sensitive skin products”, “no animal testing” and ” fair trade” govern the purchasing consumer decisions. Geography and users age are key factores and determine consumption habits.

During the day, importance of defining and establishing the “buyer person” to create the most appropiate marketing strategy was highlighted. In addition, Oral Care data of main marketplaces were presented and the details of this year’s Mobile World Congress were announced.