EDITORIAL
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June 2021
June 2021
cosmeticsbusiness.com
cosmeticsbusiness.com
ALGAE A source for powerhouse ingredients
ACTIVE
Time to dazzle How can embellishments lift your packaging?
E-commerce
levels up Virtual stores
open their ‘doors’
Eyes on the prize Beauty based on Nobel Prize-winning science Acting Editor Julia Wray
Contributors Sarah Parsons Becky Bargh
Subeditor/Contributor Austyn King Head of Marketing Jemma Stanworth Art Editor Sibylla Duffy Print & Digital Production Editor Charlotte Alldis Head of Print & Digital Production Ross Murdoch Editorial Scientific Advisor John Woodruff
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Retail’s got its mojo back
Beauty has always been creative when it comes to the products we put in front of consumers and the ways in which we advertise these. But the bit where the consumer hands over the cash and gets the goods? That’s where our imagination has historically failed us, with points-of-sale resembling a sexy branding exercise, rather than a genuine leap forward in selling.
This has all changed, however; while social selling has been around since 2019, when Instagram debuted its first checkout feature, more platforms (and brands) are now getting in on the act. Last month, Instagram’s stablemate Facebook introduced Live Shopping Fridays, with Bobbi Brown, Clinique and Dermalogica among the first beauty brands to link-up with the social site.
Cosmetics Business magazine ISSN 2634-8586 (Print) is published monthly by HPCi Media Limited, Natraj Building, The Tanneries, 55 Bermondsey Street, London, SE1 3XG, UK. Material may be reproduced only by prior arrangement and with due acknowledgement to Cosmetics Business magazine.
©HPCi Media Limited ISSN 2634-8586 (Print)
The Estée Lauder Companies likewise announced several ‘firsts’ in recent weeks, with MAC becoming the first of its make-up brands to allow fans to trial and buy beauty products via Snapchat. Then there is the fulfilment aspect, upon which Lauder has also leapt. With many consumers discovering the joys of getting groceries delivered ASAP via companies like Deliveroo during lockdown, it was perhaps only a matter of time before beauty brands got in on the act, and now Lauder has become the first beauty company to partner with Uber Eats, allowing customers to buy Jo Malone London and Origins products with all the ease of ordering a takeaway. In this issue of Cosmetics Business, on p52, we look into those brands that have gone a step further down this road and embraced virtual spaces that offer an in-store-like experience with added benefits during lockdown.
While this is a direction in which beauty was heading regardless, Covid-19 lockdowns mean we now have a consumer who is used to seeing, liking, clicking and receiving. So using the tools at hand – be it Snapchat or Deliveroo – to facilitate this, just makes sense.
Printed by Stephens & George Print Group
The paper used in this magazine is obtained from manufacturers who operate within internationally recognised standards. The paper is sourced from sustainable, properly managed forestation.
Julia Wray, Acting Editor COSMETICS BUSINESS
cosmeticsbusiness.com
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