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The pandemic has put growing pressure on brands to find new avenues to both engage with and sell to their consumers. Amidst increasing e-retail partnerships, brands have been required to think about DTC as a channel.
The latest Direct-to-Consumer Purchase Intent Index, published by Diffusion PR, tells us that 43% of American consumers know of a DTC brand, and 69% of those have made at least one purchase from them in the last year. Within this, wellness and beauty is one of the largest categories, at 29%. When we consider that pre-pandemic, around 85% of beauty purchases were made in a physical store, it forces us to think post-pandemic: is the hyper personalised in-store experience still as important in the beauty industry? With the b