E-commerce or classic retail

For cosmetics buyers, online and offline are important during the entire buying process. Product ranges are experienced online. In addition, recommendations of friends via social networks or product reviews on blogs play an important role with regard to feeling secure in choosing the right brand.

Jrg Blumtritt, CEO MediaCom Deutschland, explains: "However, especially for perfume, the very real experience of the scent is essential. Selective cosmetic products therefore continue to rely on the direct, physical experience. In addition, the motive for buying is decisive as to whether purchases are made online or offline. For instance, is it a fairly rational purchase for replenishment purposes or a purchase for emotional reward? "