Gartner for Marketers Research

Insight Report November 26, 2019

Beauty US: Supporting Assortment Within Increasing Competition

The online sales growth of color cosmetics has slowed but skin care has spiked. After Amazon, Ulta and Sephora have the highest online sales of skin care. On these must-win specialty retailers, skin care’s sales have increased year over year. In the past, ingredient-focused products played a large role in skin care’s overall category growth, with brands like the ingredient-first TruSkin Naturals consistently winning top placements on Amazon’s Best Sellers. However, as skin care growth continues to expand across brands and price points, sales have moved past ingredient niches and into ancillary, second-step product subcategories like serums, treatments and masks. When planning how to best support varied assortments across retail channels, brands must play to online sales trends as well as retailer and category nuances.

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