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Beauty Brands Catch DTC Train To Reach More Consumers

November 12, 2015: 12:00 AM EST
Beauty brands are increasingly adopting direct-to-consumer methods to sell their products. Driven by growing competition for shoppers’ attention in brick-and-mortar stores and consumer access to brand and product information online, beauty brands are embracing digital platforms and innovations in home delivery channels. DTC also helps create a two-way interaction between brands and consumers, with marketers able to gather data about their consumers and vice versa. L’Oreal has been investing in DTC for several years now, while subscription services, such as Birchbox and Le Parcel are using the platform to keep their customers excited about their products and services.
Nick Dormon, "Direct-to-Consumer Beauty", Beauty Packaging, November 12, 2015, © Penton Media
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