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The Right E-Commerce Strategy for Cosmetic Products

Scott Hothem • September 17, 2014

There comes a time in history when grasping the reins of a new “trend” is a must. Imagine being the last person in town to jump on the automobile bandwagon. Where would you tie up your horse? Once the light bulb caught on, how long would you keep carrying your kerosene lamp around the house? These of course are old, yet revolutionary, advancements that have made life much more convenient and spurred on countless other developments. However, in the not-too-distant past, e-commerce was an element that the health and beauty sector tried to keep at bay. Eventually though, it could not be ignored. What was shortly ago seen as an industry that required physical access to smell, sample and touch, e-commerce has become the fastest growing segment of the cosmetics industry.


A study by shows that e-commerce sales for beauty products grew by nearly 30% in 2013. This outpaced only a 6% in-store growth. As this new opportunity continues to show great potential, it’s important for health and beauty companies to embrace and implement an e-commerce strategy as a competitive differentiator.


Here are 3 keys for a strong cosmetic e-commerce strategy:

Information: While the convenience of ordering everything from home is taking a strong hold in this sector, information is still a critical element. In order to provide the peace of mind gained from touching, smelling and feeling a product in a store, these questions must answered pre-purchase. 28% of online cosmetic shoppers in an actively study and research products before purchasing. The more product information that is relevant and available online can lead to more sales.


Accessibility: The growth trend for e-commerce sales shows no sign of slowing down. As such, the accessibility of the platform needs to expand as well. The L2 Think Tank study shows that 43% of beauty product consumers shop on a tablet. While a dropdown navigation is helpful for this medium, an investment in responsive design to meet the demands of mobile devices is an ideal implementation. An infographic by shows the number one reason people shop online is to save time, your e-commerce platform can provide that opportunity.


Costs: A key metric that jumps out for e-commerce success, regardless of industry,is cost. Consumers use this new purchasing avenue as an opportunity to find the best deal. In fact, 42% of shoppers claim that finding a better price is their reason for purchasing online versus in store, according to the . A major benefit to an e-commerce operation is that it requires substantially less overhead. Controlling costs through a streamlined supply chain and efficient procedures can help you pass on savings to your consumers, creating a substantial competitive advantage. 


While e-commerce is a new path for many industries, it is now being utilized as a preferred thoroughfare for the health and beauty sector. Leveraging the availability, operational efficiency and popularity of the online arena can be a key opportunity for your health and beauty company. Read more on how a 3PL can enhance the technological implementation and supply chain efficiency of your business.

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On a MISSION: Brand Growth With the Right 3PL Partner

By Katherine Wroth • January 29, 2025
Franklin, Mass., Jan. 23, 2025 — Barrett Distribution Centers , a leader in third-party logistics (3PL) leader for over 82 years, is proud to announce its partnership with MISSION , a performance lifestyle brand. “Following a thorough search and review process, we selected Barrett based on their ability to provide a scalable, dependable and competitive Omni-Channel Warehouse and Managed Transportation Services solution,” said Lisa Lehan , COO of MISSION. “Their strategic location offers the foundation necessary to support our forecasted growth through D2C and B2B channels, making them the ideal partner for our next growth phase.” MISSION is dedicated to prioritizing comfort by providing a high level of cool in every environment, whether indoors or outdoors. As a performance lifestyle brand, MISSION focuses on innovative design to ensure that extreme heat and discomfort do not interfere with work, play, or daily experiences. The brand integrates heat health™, comfort, and performance into its offerings to facilitate peak performance during a variety of physical activities. MISSION’s journey is defined by action and a strong commitment to comfort and success. The brand prioritizes innovative cooling products that can be utilized across various activities. MISSION strives to achieve health and wellness goals through continual innovation, creating solutions that empower individuals to enhance their performance without allowing heat to hinder their efforts. “It’s a pleasure to reconnect with a fun, innovative and growing brand like MISSION,” said Mark Healy , VP of Customer 好色先生 at Barrett. “I’m proud to call Lisa Lehan, MISSION’s COO, a friend, and the entire Barrett team is excited and honored to support the next phase of MISSION’s growth.” Barrett is set to launch the MISSION operation from the Memphis region , home to its robust network of high-growth apparel brands and robotics-driven pick solutions. About MISSION Founded in 2009 by a group of world-class athletes and heat safety experts, MISSION is the leader in head-to-toe cooling and heat-relief product innovations that enhance performance and safety for anyone who works, plays, or lives in the heat. MISSION's goals extend far beyond providing comfort; they aim to revolutionize health, wellness, productivity, and performance in the face of heat challenges. MISSION is distributed nationwide in over 25,000 retail stores and online, leading the market with patented and proprietary technologies. MISSION is the founding partner of the National Heat Safety Coalition, a nonprofit organization dedicated to improving safety and performance in high-temperature environments for workers in the United States. Along with scientists, researchers, and industry leaders, the Coalition collaborates with public and private partners to set guidelines and raise awareness about heat safety standards. For more information, visit mission.com and follow us on Instagram @mission. About Barrett Distribution Centers Since 1941, Barrett has provided customized third-party logistics (3PL), direct-to-consumer (DTC) eCommerce fulfillment, omnichannel distribution, managed transportation solutions, and retail compliance for clients across all industries, with a focus on apparel & footwear, health & beauty, consumer packaged goods (CPG) and education. Barrett continues to be a leading 3rd party logistics provider in North America, known for superior execution, customer engagement, and direct access to senior leadership decision-makers. As a member of Inc.'s fastest-growing companies list 15 times, Barrett is big enough to do the job and still small enough to care about your business deeply. eCommerce brands interested in a new 3PL partnership may contact Barrett directly here . Official Release Here

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