Daily deal and discount voucher websites have taken the UK beauty industry by storm, which in turn has led to a saturated market and high consumer expectations. Lucy Copp explores the limitations and opportunities open to those involved
Despite beauty being a multi-billion dollar industry, it is one of the last consumer driven sectors to move online – a reality made all the more surprising considering beauty by its very nature, goes hand in hand with innovation.
Up until the last decade, beauty products were predominantly sold through retailers, drugstores and salons, while beauty services relied heavily on word of mouth for promotion or advertisements in local publications. Today, the picture is very different. The majority of established beauty companies have taken the plunge into the online arena, advertising and retailing their products either directly through their own websites or through e-franchises, and with varied success. However, over the last few years, the beauty industry has also seen the rise of a different type of online beauty retail model: the daily deal and discount voucher website.
Luring in recession-weary consumers with cut-price deals, and merchants or suppliers with the promise of new footfall and the possibility of repeat business, daily deal and
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