Document Type



This is a case study based on an online skincare and markup products retailer, e-beauty. The raw materials for the authors’ analysis come from a close observation of its marketing tactics, operating environment, as well as comments from online free speakers, some “offline” female interviewees, and reported public spoke made by managers of the company. From a neutral perspective, the authors draw conclusions on the integration of various aspects of the facts with the aid of some well-established marketing principles and theories. Findings suggest that online retailers might go profit by taking the virtues of both “online” and “offline.” In specific, instead of tirelessly pursuing totally virtualization, some traditional non-electronic and traditional marketing practices can be used to strengthen the area where “Internet” is weak. In practice, the authors suggest that judging from a consumer’s perspective, or customer orientation, is the rule of thumb for the choice of appropriate marketing strategy and tactics.