Beauty and Wellness Briefing: The state and direction of the UK beauty market
Debbie Ellison, head of digital at Geometry, attributes the challenge that many of these U.K. pure players are facing to the Amazon effect.
“The role of digital in the customer’s purchase journey has changed. It’s where customers are doing their research and learning about a brand first, so when they finally do go to a retailer, they already know all about a brand and product. When they are ready to purchase, they are looking for the best price and who will get it to them the fastest,” she said.