Digital Go-To-Market Review: Beauty Brands, 2020
Trends Report

Digital Go-To-Market Review: Beauty Brands, 2020

Smart Brands Prioritize Direct-To-Consumer Sales And E-Control

Sucharita Kodali , 
Madeline Cyr
 and  three contributors
Nov 24, 2020

Summary

Brands that have traditionally sold through wholesale channels must adapt to the drastically evolving retail environment. Forrester’s Digital Go-To-Market Review evaluates brands across the attributes essential to their long-term success, including the strength of their direct-to-consumer (DTC) operations. This report focuses on beauty brands, specifically cosmetics, skin care, and personal hygiene products. In this research, "brands" are primarily B2C companies that manufacture their own products and generally distribute via wholesale partners.

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