The French beauty industry is shifting. There are fewer French brands among the biggest winners as agile brands from the U.K. and U.S. excel in mobile advertising and social media. In addition, parapharmacies, which have historically been e-commerce laggards, are now bolstering their digital credentials and capturing a larger portion of beauty sales compared with beauty specialists. To capture growth, Index brands must ensure their site content facilitates search, strengthen ties with digitally adept e-tailers and seize appropriate media opportunities.
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