Beauty moving into brick and mortar
Glossy in the US commented on an interesting trend: wholesale beauty brands launching their own stores centered on experiential elements, like meet-ups and training classes, aimed at reintroducing themselves to customers. Another driver is to be better able to gather data about consumers. One possible explanation would be the decline in department store traffic, an important channel for cosmetics. Historically, beauty brands were wholesaling businesses that were distributed through pharmacies or department stores and they had little access to customers.