As beauty sales in the mass market remain flat or in decline depending on the week, brands that traditionally sell in mass and drug channels are beginning to shift product-launch strategies to favor rollouts to Amazon, e-commerce and specialty retail first.
In July, many key mass makeup brands — think Cover Girl, NYX, Maybelline, Revlon and Wet ‘n’ Wild — rolled out July launches exclusively to Ulta, Walmart and Amazon. Some of these exclusive products were meant to remain exclusive to the retailer, and some were meant to roll out to wide distribution later. Launching products online first or in retailers such as Ulta is one way to introduce trendy, of-the-moment products outside the planogram reset schedules of traditional retailers — especially in the social-media-driven makeup category.
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