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Beauty Sector Turning Heads

11 Dec, 2013 By: Doug McPherson

NEW YORK – Online sales in beauty and personal care is projected to grow 30 percent this year – compared to just 6 percent in total online sales growth – says L2 Think Tank, a digital consulting company.

L2 surveyed 85 beauty brands in November and found that competing brands, aware of the potential revenue from online retail, are now pouring money into digital channels to keep up with one another.

The brands are closely examining the features on their websites, a key consumer touch point for those looking to buy. Nearly 85 percent of sites had incorporated user reviews, and about 75 percent of sites offered a product sample with a purchase in 2013, up from almost six in 10 the previous year. Overall, brands have been moving away from live chat features on websites, but have increasingly included customer Q&As in their website content.

Although L2 Think Tank found that 43 percent of consumers shopping for beauty products used a tablet to research products, brands have hesitated to incorporate tablet-specific responsive design into websites. While almost six in 10 brands had optimized dropdown menus for tablet shoppers, only three in 10 had included swipeable content, with only about one in 10 incorporating swipeable product galleries.

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