While high street stores remain the primary purchase channel for health and beauty products, Report Linker say spend will continue to grow online in the coming years. Investments by Amazon, pure play specialists, and market leaders will boost online spend, especially as the demand for convenience is targeted by delivery saver schemes, subscribe and save schemes and click and collect services.
So where does that leave developing brands? Covering both the high street experience and digital paths together or focusing on one route to successful retail? Storytelling is key for big brands & small, but the question is where will your demographic want to hear it told?