Beauty Brands Expand Digital Marketing Spend As More Women Shop Online

Cosmetics brands, including L'Oréal, Johnson & Johnson, and Estée Lauder, are investing more in digital marketing, as women increase their online shopping, according to BeautyHeaven chief executive Jackie Maxted. Reckitt Benckiser and Elizabeth Arden also increased their spending on digital marketing, Maxted said. Results of the survey conducted by beauty news and reviews Web site, BeautyHeaven, showed 30 percent of women make online purchases at least once a week; however, 61 percent of shoppers said they buy from an online shop regardless of its location.