By  on November 8, 2013

During a recent visit to a New York pharmacy, Hana Ben-Shabat unwittingly became a data point proving the conclusions of her own research for management consulting firm A.T. Kearney on the increasing importance of the sale of beauty products online overall and via Amazon in particular to satisfy skin-care shoppers’ needs.

She had her eye on a retinol moisturizer, but had concerns about its ingredients. “It’s not a very well-known brand, which is why I was suspicious to begin with. I thought, ‘I’ll go and check it out online,’” recounts Ben-Shabat, a partner in A.T. Kearney’s retail and consumer goods practice. “Once I went online, I actually ordered it on Amazon. I don’t think this is an outstanding example. There are many examples like this.” Skin-care shoppers everywhere are behaving more and more like Ben-Shabat, scouring Web reviews and brand content; buying products for the first time or the hundredth time online, looking for bargains or chasing the latest product craze hitting social media.

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