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When it comes to beauty products, it is especially important for consumers to try them. Nonetheless, the European beauty e-commerce market continues to grow by a mid-range double-digit percentage figure across many European countries.
Beauty and personal care, an industry rooted in the ability to touch, smell, sample, and experiment with products in stores, is a rapidly growing segment of the European e-commerce industry. Convenient delivery, easy returns, a wider product selection, and access to other shoppers' opinions, have created an attractive alternative -- or at least a strong complement -- to the in-store experience.
More and more women in the age 18 to 35 age bracket are turning to the internet to buy their health and beauty products online, with two out of three women expecting to spend more online on health and beauty products in the next 12 months.
In 2011, B2C E-Commerce was the fastest growing distribution method for beauty products in Italy, growing approximately 20 percent year-on-year. Growth rates in other countries are quite similar. In Germany, however, B2C E-Commerce with beauty and personal care products as well as perfume decreased in 2011 compared to the previous year.
Despite Government cuts, employment insecurity, financial worries and inflation, it looks like European women won't let worry lines and wrinkles settle in. Indeed, while they may economise on many areas of personal care expenditure, facial skincare is not one of them.
In fact, facial skincare was one of the strongest beauty categories of the last year in the Big 5 European countries resisting economic uncertainties to reach a market value of €6.2 billion at the end of 2010.
For more information on the European beauty e-commerce market, see the latest research: European Beauty E-Commerce Market
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