NPD TRACKING BEAUTY E-TAILERS

Byline: Valerie Seckler

NEW YORK — Beauty merchants now have a new source of cyber-sales data.
NPD Beauty Trends went live online Friday with its Beauty e-Commerce Sales Tracking service that will provide monthly e-tail sales reports on beauty products sold via Web sites.
E-tailers currently participating in the sales tracking service include eve.com, more.com,
beautyjungle.com, beautybuys .com and cosmeticmall.com. Fragrancenet.com, perfumemart .com, beautyscene.com, ibeauty .com and planetrx.com will soon be added to the report, according to NPD, a market research firm based in Port Washington.
Through NPD’s partnership with those e-tailers, the sales data will specify the types of beauty and grooming products being sold, which beauty brands are dominating the Web and which players are offering their products online.
In addition, major category and pricing information will identify the primary competitors within key market segments, such as fragrances, bath and body, facial skin care, hair care and makeup.
“We are very excited to be able to incorporate beauty industry expertise garnered from years of retail point-of-sale tracking experience as we analyze beauty e-tailer data,” said Timra Carlson, vice president of NPD BeautyTrends. “This will enable us to provide online versus off-line analyses and focus solely on the beauty industry.”
The new Sales Tracking studies, priced in packages to begin at $3,000, will complement NPD’s Beauty e-Visory Report, which surveys consumers on what beauty products they’re buying and where they’re purchasing them. Both reports will be grouped under the umbrella name Beauty e-Trends.
NPD clients can access the Beauty e-Trends reports at the NPD Client Center on the company’s Web site, at NPD.com.
NPD is also getting ready to launch a third service under the Beauty e-Trends umbrella called SiteSurfer, which is designed to help marketers assess a beauty e-tail Web site’s effectiveness, among both its customers and potential customers, as well as analyze differences between beauty Web sites.
NPD began tracking beauty e-commerce trends in the fall of 1999 with the launch of its Beauty e-Visory Report.

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