January 19, 2001, 12:00 AM

Beautiful Data

The NPD Group Inc.'s NPD BeautyTrends, a beauty-industry marketing information resource, has launched e-commerce tracking services, including point-of-sale tracking and a syndicated report evaluating the effectiveness of a wide range of beauty web sites. The service provides e-commerce sales information from a panel of online retailers to help online beauty marketers understand what is selling and where, says the Port Washington, N.Y.-based company. NPD's provides an in-depth analysis of beauty Websites, how consumers use them and what they think of them, in order to help subscribers understand why consumers are buying.

The Beauty e-Commerce Sales Tracking Service tracks what types of beauty and grooming products are selling, which companies are offering their products online, and which brands are leading in sales, and ranking reports reveal which beauty brands dominate the web. Major category and pricing information demonstrates who the key competitors are for various market segments such as fragrances, bath and body, facial skincare, hair care and makeup, says NPD.

Measures will include brand share in dollars and units and average price, and there will also be monthly trending capabilities. The reports will include study highlights, individual site summations, and a comparison of competitive evaluations in one comprehensive report.

Also, NPD's Site Surfer helps marketers understand a Web site's effectiveness through a detailed assessment of consumer attitudes and satisfaction with various sites and key differences between sites, enabling subscribers to understand how beauty sites rate on an overall basis and how they compare to each other.

Each beauty Website is evaluated by hundreds of Internet-representative Web users accessed through NPD's Online Panel, the company claims. Information is gathered on each respondent's history with the site; overall satisfaction; length of time spent at the site; site ratings in regard to ease of navigation, content, design, layout and product selection; likelihood to purchase from the site; likelihood to revisit; and other data.

The NPD Group is an international marketing information company that specializes in providing insight into consumer purchasing and behavior via both Internet-based and traditional research methodologies, including online and offline consumer panels and point-of-sale tracking. It offers proprietary databases and research expertise in more than 20 industries, including apparel, automotive products, consumer electronics, cosmetics and fragrances, financial services, food, foodservice, footwear, housewares, information technology, interactive entertainment, new media, pharmaceuticals and toys, it says.

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