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How Might Delta Impact U.S. Beauty Retail?

Beauty retail is poised for growth, despite the ongoing pandemic and spread of the Delta variant, experts say. Here's why.


Beauty retail will need to bolster its pandemic-proofing toolkit as the Delta variant causes a surge in worldwide coronavirus cases.

U.S. beauty retailers have turned to technology like virtual try-on and live shopping, as well as offerings such as curbside pickup and same-day delivery, to make do in COVID-19 times. The past year-and-a-half’s learnings will come in handy in the coming months, and experts point to omnichannel as a sure bet in the pandemic’s indeterminate evolution.

Paula Floyd, founder of HeadKount, an agency that helps brands build their retail strategies, estimated that 70 percent of beauty retail was done in-store pre-coronavirus.

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