E-commerce in the beauty industry is evolving rapidly, and knowing the right strategies can make all the difference for brands and retailers in the sector. At the Digital Beauty Summit, organised by Beauty Cluster in Madrid on 23 January 2025, Rebeca Lamata presented a detailed analysis of the main beauty shopping channels around the world and how leading brands are optimising their digital presence.
Given the great interest generated by this presentation, we have decided to record it and make it available to all professionals looking to boost their business in this competitive environment. In this webinar, we explore key data and effective strategies that our clients at Lengow are successfully implementing in Europe.
Lengow has recorded a session in which you can learn more:
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The main canals of purchase in the beauty industry
- Mastering marketplaces such as Amazon and Zalando.
- The importance of physical shops and the relevance of strategies such as Google Local Inventory Ads (LIA) to drive traffic to points of sale.
- Retailer and brand websites. Strategies to control visibility, pricing and brand presence in these key channels.
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Key strategies applied by leading brands in Europe
- Geographic diversification: how brands are adapting their strategy in established markets such as France and Germany versus emerging markets such as Spain and Poland.
- Omni-channel strategies: connecting the digital and physical environment to maximise sales and improve the consumer experience.
- Optimisation of pricing and competitiveness: price control in different channels to avoid margin loss and maintain a coherent pricing strategy. And monitoring distributors to ensure that agreed prices are respected and to avoid an unconscious perception of the brand in different points of sale.
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Real cases and data of clients of Lengow
- Lengow case studies and customer data
- How global brands have managed to increase their visibility on marketplaces, improving their positioning and conversion rate.
- Impact of using Google LIA on online and in-store traffic, with measurable results in conversion and profitability.
- Key data on digital advertising spend on Facebook, Google, Instagram and TikTok to drive industry growth.
The webinar helps to any professional of the industry of the beauty to optimise the strategy of e-commerce and adapt to the new global market trends. Click here.