E-commerce: consumer trust benefits brands
As they move into new distribution channels, such as e-commerce, the brands leverage their global reputation and the star products customers enthuse about online.
As the market continues to evolve and consumption patterns become increasingly diverse, the Consumer Products Division reinvents its distribution strategies. The brands, which have traditionally been sold in major retail chains, now also sell through new channels: Travel Retail, brand stores, and especially online. They have quickly gained ground across these channels thanks to their quality brand image and star products.
+35,5%
growth in e-commerce sales x
Strong brands and star products
Brands are carefully scrutinised online where consumers share their opinions on brand values, product effectiveness, results, their levels of satisfaction and so on. Thousands of comments are available to be read. “Augmented” by this information, consumers benefit from a wealth of knowledge when choosing products. New customers can also, in turn, influence future buyers and impact the brand’s reputation.
In this context, the strong image of the Division’s brands, fuelled by the teams’ inventiveness in the countries, is a precious asset. Their star products – recognised and recommended by many satisfied users – already benefit from consumer trust. Ultra-digital brands like NYX Professional Makeup capitalise on that trust to accelerate growth.
NYX Professional Makeup: the brand for digital makeup junkies
As it pursues the opening of international points of sale, the brand remains very active online, whether on its own site, on blogs or on social networks. Each store opening becomes an online event followed by thousands of influencers and shared by their followers. The brand’s star products, particularly in the lip category, are available in a seemingly infinite number of shades and references, which consumers take to immediately. Enthusiasm for NYX Professional Makeup is also heightened by the discussions and communities launched by the “makeup junkies” who adore the brand.
