05 Dec '16, 10am

via @LuxuryDaily

Smaller independent brands are overtaking luxury cosmetics brands in the digital space now that their operations have expanded beyond social, according to the 2016 Beauty Index by L2. While indie cosmetics brands had social media covered last year, as the younger companies are more savvy on the newer platforms, they were lacking in terms of digital sales. But with growing teams and technology making it easy for smaller brands to sell digitally, larger cosmetics brands need to be careful of falling behind the times. “Last year we saw the rise of a number of 'indie' brands that were only strong in one area, usually social media, for example Anastasia Beverly Hills,” said Giulia Prati, lead researcher at 
L2 . ‘This year, these brands have rounded out their digital performance, building investments across their digital presence with site improvements and digital marketing eff...

Full article: https://www.luxurydaily.com//luxury-cosmetics-should-be-w...

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