Beauty is now an integral part of the business of beauty, according to A.T. Kearney’s new study, “Beauty and the E-Commerce Beast: 2014 Edition.” Online customer engagement is riding high in the area of beauty and personal care shoppers.
With sales of $4.3 billion and growing, online sales in beauty and personal care represent 6.5% of total sector sales. The study found that beauty categories such as skin care have above average e-commerce penetration compared to personal care products such as bath or hair care....