In a market undergoing transformation, marked by increasingly demanding, informed, and connected consumers, beauty brands face a new challenge: how to scale in the digital environment without losing sight of profitability. The latest White Paper prepared by Elogia, specializing in Full Digital Commerce, analyzes in depth how this sector is evolving and what strategies are making the difference.
The document proposes a change of focus: it is no longer just about having an online presence, but about building a digital ecosystem that connects all points of contact with the consumer—marketing, e-commerce, logistics, customer service, data—under a single business-oriented vision.
A category in expansion, but increasingly complex
According to data from Stanpa (National Perfumery and Cosmetics Association), the Spanish cosmetics and perfumery market exceeded 10.4 billion euros in 2023, with a growth of 12.1%. But behind these figures lie significant challenges: the emergence of new sub-segments, the rise of functional dermocosmetics, the demand for real sustainability, and the need to offer personalized experiences.
Elogia points out that today's consumer is not only looking for effectiveness but also alignment with their values. This has given rise to new “shopping missions,” from self-gifting to urgent replenishment or discovery driven by social media, which require brands to adapt their value proposition to each context.
From omnichannel to real synchronization
One of the keys proposed by the document is the need to go beyond traditional omnichannel. “The purchase process begins long before the visit to the website and does not end after check-out,” the white paper points out. In that sense, examples such as Sephora or Typology show how integrating the physical channel, digital channel, social media, and sales platforms allows building a coherent, fluid, and differentiated experience.
The focus is also placed on the role played by logistics: fast deliveries, frictionless returns, and hybrid models such as ship-from-store or click & collect become critical factors in brand perception and cost optimization.
Personalization and technology: new relationship standards
Another of the strategic axes addressed in the report is the incorporation of technological tools to improve segmentation, the shopping experience, and loyalty. From skin diagnoses with artificial intelligence to personalized routines or virtual makeup try-ons, the sector is incorporating solutions that not only enrich the experience but also improve conversion and recurrence indicators.
The report also analyzes how sustainability has ceased to be an added value to become a decision criterion. Natural ingredients, recyclable packaging, sustainable logistics, and transparency in processes are already key elements for many consumers.
Loyalty as a lever for profitability
The White Paper places special emphasis on an often-forgotten aspect: recurrence. In a context in which acquiring new customers is increasingly expensive, the real challenge is to turn those customers into loyal users. Subscription models, campaign automation, loyalty programs, and lifecycle personalization are some of the tools that can make a difference in the long term.
In this sense, Customer Lifetime Value (LTV) is positioned as a key metric. “Sustainable growth is not achieved only by increasing sales but by increasing the value of each customer over time,” explain from Elogia.
An invitation to rethink the model
The document concludes that beauty brands that want to grow sustainably must abandon fragmented models and opt for a holistic approach. Full Digital Commerce is not a sum of actions but a way to orchestrate the entire digital ecosystem under the same business strategy.
For those who want to delve deeper into this analysis, the complete white paper is now available for download. A recommended read not only for those who work in the beauty sector but for any professional who seeks to understand how the dynamics of digital commerce evolve from a profitability logic.