Gartner for Marketers Research

Insight Report November 13, 2019

Personal Care US: Driving Commerce Through Retailer and Direct-to-Consumer Experiences

The changing landscape on Amazon intensifies competition for brands that must contend with the trifecta of crowded search results pages, pervasive sponsored product listings and privileged private labels. These trends present both challenges and opportunities for personal care brands, as they expand their e-commerce fulfillment options both through e-tailer partnerships and through brand-owned direct-to-consumer capabilities to ensure that their value proposition, assortment range and cost of doing business is profitable.

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