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IRI on Beauty’s Mass Market Recovery

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Quarterly data from IRI shows a mass market still rebounding from pandemic-sized headwinds in beauty.

. “When you look at beauty, there’s a 13.87 percent change in share,” Mulyk said of the balance between brick-and-mortar and digital sales. “The highest was in fragrance, as more people are buying fragrance online now.”

Mulyk added that while the migration to digital isn’t new, both manufacturers and retailers are still finding the sweet spot between physical and online retailing. “As a manufacturer, you’re going to have to figure out where to lay your bet,” she said. “You have to spend money to get distribution in a physical store, but you also have online.

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