Cosmetics are something very personal

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However, there are companies that are trying to build a business on online sales. At the same time, they use a promotion method that is quite unusual for most of the e-commerce market.

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Victoria Naida
PR Director
"Own beauty" company
"Cosmetics are something very personal. We are promoted sweden whatsapp number list mainly through recommendations among bloggers and opinion leaders. As practice shows, this is the best channel, but only for those who are confident in the quality of their products: this audience is difficult to bribe, and we are always in favor of feedback on our products being as honest as possible. We do not have any immediate plans to go offline. In the future, yes, of course, we would like to cover points of sale, but for now we have other priority areas of development."

It's all about the price
Most stores try to win the competition by keeping their prices low. The main guarantee of reliability is a large customer base.

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Evgeny Morgunov
Director of Development
happybirdie.ru
"Assortment and logistics are important. In many ways, the winners are those cosmetic stores that have developed fast delivery and have exclusive positions for brands that only they sell. This is 100% unique traffic. We promote ourselves through advertising in the classic form, online advertising and with the help of PR. But the most effective, as I have already said, is the price"

Market participants believe that it will continue to grow in the next two years. Russia may reach the Western level of online cosmetics sales in 5-7 years. In general, cosmetic stores are positive about the development of online sales and aim to strengthen online promotion along with offline distribution.

Not everyone understands how to sell online
Irina Arkhipova (Velinia) notes that many stores continue to appear on the market whose business plan is built solely on luck. People may not understand the structure of a website, do not know how to optimize it, what channels to work with, but they still try to sell. Many small stores are opening, including thematic ones (for example, cosmetics from Korea or Israel), but not all of them exist for long. Their creators do not know all the details and do not pay due attention to advertising.