Mass market beauty brands spend a lot of time thinking about how to get customers to “the wall” as well as how to engage with them once there. That’s the classic in-store experience. It’s where beauty buffs sniff, sample and draw on their hands as they imagine the possibilities.
But the online path to purchase for cosmetics is the opposite of that tactile experience. No wall. Just endless scrolling shelves.
However, there’s no choice but to figure it out.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in