Other findings from the study:
• 67% of the respondents reported using four or more websites to fulfill their beauty and personal care browsing and shopping needs. Some use as many as 20 sites.
• Three categories in the sector have reached double-digit penetration: beauty sets and kits (17%), skin care (15%), and color cosmetics (10%).
• Men’s grooming subcategory rose from 5 to 7%.
• Hair care, and deodorants and depilatories, had the lowest penetration rate at about 2%.
• E-commerce penetration levels are estimated at 7% for mass and 14% for prestige, a significant jump for prestige from its 11% penetration in 2013.
According to AT Kearney, most online beauty shoppers fall into one of three groups: Online Enthusiasts (55% of respondents) comfortable shopping for their beauty needs online but also shop in store, Information Seekers (36% of respondents) research beauty and personal care products online, but they generally prefer shopping in a store, Showroomers (9% of respondents) prefer to browse in a store but shop online.