Beauty and Personal Care

IORMA International Newsletter
June 2016


A.T. Kearney study reveals: Beauty and personal care, the next big thing in Europe

Beauty and personal care could be the next big online category in Europe—but only if products and online shops meet the unique needs of consumers in different segments and countries. 

Online sales of beauty and personal care products in Europe are drop-dead attractive. Poised to increase by more than 8 per cent on a compound annual basis between 2009 and 2019, they present head-turning potential that is four times the growth of the overall category.



These are the main findings in A.T. Kearney’s 2016 study of beauty and personal care e-commerce sales in Europe. Focused on consumers in the United Kingdom, Germany, and France—the leading countries for online beauty purchases in the region—this year’s study offers new insights into several areas, including the effect of multichannel integration, smartphone apps, new product offerings (such as organic products), and need-based consumer segments.


One would think that the desire to see, touch, and try beauty products means shoppers will continue to prefer in-store purchases, but recent advances in online fashion sales are setting a precedent that benefits online beauty sales. Our research reveals three main findings for 2016:


Beauty and personal care e-commerce has the potential to become the next big online category, and offers opportunity for innovation and differentiation

Online shoppers in this category are not only interested in price and promotions, they are also interested in:

1 – Purchasing their regularly used products online

2 – Convenience

3 – Inspiration—for new makeover and beauty ideas


A mix of online shoppers make up the consumer segments and some mature markets, necessitating 4 – specific offerings targeted to specific customer segments

The study takes a deeper look at the latest developments in beauty and personal care e-commerce, share findings from the study, and offer insights for ways in which brand owners and retailers can capture new online growth opportunities. Read the full article here or ask for your copy of the report.



IORMA News; June 2016 

Aad-Weening2Aad Weening
Director International Consumer Trends