Exploring the effect of online shopping motivations on purchase intention applied

2.1.1 Beauty and Digital 
Digital communication is an enormous opportunity for the cosmetics and beauty market. It 
provides a new way of relationship between brands and their customers. Today, consumers 
are expecting personalized products and services that enhance the customer experience across 

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the multiple distribution channels (Forbes 2016; L’Oreal Annual Report, 2015). Currently, 
companies are offering online virtual experiences, as the number of consumers actually 
visiting the physical store diminishes, websites need to be equipped to fulfill the needs that 
used to be tackled in-store. Brands are now launching apps that enable consumers to try their 
products through augmented reality without the need of going to the store, overcoming one of 
the main disadvantages when purchasing cosmetics online. These apps are also a great tool 
for data collection on consumers’ preferences and behaviors (Forbes, 2016; LaunchMetric, 
2016). Some companies even use location services to offer discounts and services considering 
where the consumer is and his or hers preferences in the past (Forbes, 2016). 
It has become mandatory for beauty companies to be present across the several social 
channels and always engaging with its customers. Managers are now investing in social media 
platforms as a form of cherishing and fostering the relationship with consumers (SAS HBR, 
2010). Consumers that are fans and followers of brands’ social media pages are usually more 
loyal to the company and more willing to receive information about it. Moreover, these 
consumers are stated to generate positive word of mouth and to be emotionally attached to the 
brand (Bagozzi and Dholakia, 2010). Nowadays, 40% of beauty brands are present on 
Instagram, a number that rises to 67% when considering the luxury segment. Online beauty 
videos content is one of the most important social media marketing channels (Statista, 2014). 
Digital marketing channels revolutionized the beauty and cosmetics industry and changed the 
rules of the market and how it is presented to the consumers (LaunchMetric, 2016).