The distribution of beauty products is undergoing a profound transformation. Long considered a simple distribution channel, it is becoming a strategic lever in its own right, at the crossroads of innovation, customer experience, and sustainable commitments. This is highlighted in the study “The new face of global retail”, conducted by the ESSEC Beauty Chair in partnership with Cosmetic Valley.
Conducted among consumers in five major markets (France, the United States, Brazil, China, and India), the study analyzes consumer expectations in the age of digital technology and sustainable development.
The first lesson: global, uniform sales are a thing of the past. “There is no longer a single business model: practices differ across regions and generations,” the study points out.
Sales on social media clearly illustrate this fragmentation. “It is very widespread in China and India, where social platforms are an integral part of the purchasing process, while its adoption remains low in France.”
Globally, promotions are the main driver of sales channel adoption, while fear of counterfeits remains the dominant barrier. This channel is also used for purchasing luxury goods, more as a means of finding good deals than as a space for brand experience.
The boom in connected beauty
New technologies based on artificial intelligence and augmented reality are generating real interest.
However, the study highlights a clear paradox. “There is a significant gap between familiarity, which is still low, and the high appeal of connected beauty tools.”
Expectations vary greatly depending on the market. Brazil appears to be the most enthusiastic, while France …
