By  on March 23, 2018

BERLIN — Zalando intends to get physical when it comes to beauty.

The Berlin-based e-tail giant and Europe’s leading online fashion platform moved into the beauty category today with a soft launch of Zalando Beauty online in Germany. The accompanying campaign on the Zalando shop site, as well as its newsletters, online marketing vehicles, social media plus an own beauty Instagram channel, will go live on Monday. However, stepping outside its usual strategy, Zalando also plans to open a dedicated beauty concept store on Weinmeisterstrasse in Berlin Mitte in June.

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