"Beauty and cosmetics were once considered Amazon-proof traffic-drivers to department stores," according to Bloomberg. But that does not appear to be the case as of late, as department stores are losing beauty market share to online retailers such as Amazon, as well as specialty shops such as LVMH-owned Sephora.
In-store experiences and celebrity partnerships have helped beauty and cosmetics become one of the fastest-growing segments in retail - but not in the most traditional sense. No, make up counters are dead. "Beauty chatter has migrated away from antiquated store counters and magazine ads. Shoppers now turn to experts on YouTube, Facebook and other social media to keep up with the latest trends," per Bloomberg.
As the discussion moves online, product sales follow. Smart department stores will join this conversation.