Why it matters
Members of the cosmetics and beauty industry have long relied on in-person touchpoints to demonstrate the efficacy of their brands, but now have to adapt to a marketplace where e-commerce plays a central role.
Takeaways
- Products that were once seen as functional and utilitarian – such as hand sanitizer – now have deeper resonance, and will need to be re-positioned accordingly.
- Test-and-learn strategies will be essential at a time when consumer needs and habits are changing so rapidly.
- Legacy media channels such as direct mail may have a more important role to play as a sampling channel...