Another marketer will offer direct sales to customers: Lilit Cosmetics Group, which imports dozens of skincare brands to Israel, is launching for the first time a sales website where it will sell about 1,800 products from 42 perfume and makeup care brands, including Versace, Moschino, Knox, Popa, Missoni, Discord, Yovne And more. An amount of about NIS 300,000 was invested in the construction of the site.
To date, the company has marketed the products it imports in pharma chains and private stores. Now, as mentioned, it will also appeal directly to consumers. For Yael Billet-Tzin, the company’s VP of marketing and owner, “The establishment of the site was an important milestone in the company’s development, and its adaptation to the changing reality.”
Billet-Zinn is targeting a situation where importers and brand franchises face a dilemma: whether to move to direct sales and join the growing online trend, or maintain relationships with marketers and pharma without becoming their competitors.
Since the outbreak of the corona, more and more companies that have not been in direct contact with the consumer are realizing that they can not stay behind. For example, Tnuva, which recently set up a website for direct sale to customers (Tnuva Market), and Stovich, which competes at night with some of the products it imports, owns its own website where it sells consumers some of the brand products it imports in the field of care, toiletries and kitchens.
It should be noted that Lilith Cosmetics now competes not only in the online arena of pharma chains that maintain their own sites, such as Shufersal’s Super Pharm and Be, but also against other sites that market skincare products, including among players from other fields. For example, KSP’s website, which has long gone beyond the boundaries of electrical products and also offers perfume brands, as has the Best Mobile website, which now offers Pharm products.
In the international arena, the new site will compete with countless sites that offer deliveries to Israel. Part of the competition element lies in the issue of cost and speed of delivery, and in light of this, Lilit offers free shipping on purchases from NIS 149.
Lilit Cosmetics was founded in 1938, and it employs about 700 people – most of them beauty consultants scattered in hundreds of points of sale in the pharma chains.