In 2025, 14.9% of retail sales in the health and beauty sector in France took place online (FEVAD). But online prices carry far more weight than these sales figures: customers check them before entering a store—or while standing in the aisle. And prices for a single bottle can vary by more than half among authorized retailers, third-party sellers, secondhand items, and counterfeits. Matching prices across the entire catalog costs a fortune in profit margins; failing to match them at all undermines the brand’s price image.
White paper
Online Beauty: Align where necessary, hold your price elsewhere
This white paper proposes a framework for classifying each product based on two criteria—its online comparability and the value of in-store advice—and for setting a target price range by product family: aligning with benchmark products and maintaining prices where the store provides visible service. Figures verified and dated 2025 and 2026 (FEVAD, NielsenIQ, L’Oréal, UFC-Que Choisir, French Customs, IQVIA, Criteo, OpinionWay).
By downloading it, you will discover
- Why aligning the entire catalog with online prices costs nearly ten times as much as aligning only the key SKUs
- How to categorize each product based on its online comparability and the value of in-store advice
- Which online prices should you compare? Authorized sellers, third-party sellers, used items, and counterfeits are not all the same
- What services make a price difference acceptable, provided they are visible where the price is displayed?
- How to maintain a consistent pricing policy across stores, websites, and marketplaces, and when to respond to a price discrepancy alert
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