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Building a Beauty Brand Online

By: Herman Chein
Posted: January 31, 2012, from the January 2012 issue of GCI Magazine.

page 5 of 5

The successful outcomes of efforts such as this demonstrates that e-commerce is half art and half science. Working directly with as many consumers as possible, you can gather detailed information about consumers beyond what website and online advertising metrics tell you—including differences in similarities of consumers across the globe. This scientific approach to data collection allows marketing teams to draw and utilize data from each market to develop new innovations to continually better the business, the brand and the products. The company stays in tune with the market to best serve the market.

Herman Chein is vice chairman of UNT Skincare.