A Comparative Study on Effective Utilization of Digital Platform by D2C Organizations

Abstract

The digital revolution has transformed the way Direct-to-Consumer (D2C) enterprises operate, particularly in the cosmetics sector. This study presents a comparative analysis of the effective utilization of digital platforms by five prominent D2C cosmetic brands in India: Dr. Sheth’s, Mamaearth, WOW Skin Science and Ghar Soaps. In an extremely competitive industry, these firms have used a variety of tactics, including influencer partnerships, e-commerce, social media interaction, digital marketing, and content personalisation, to draw in and keep consumers. The study demonstrates how each business uses AI-based personalisation, CRM systems, brand websites, Instagram, YouTube, and other platforms to increase consumer engagement and conversion. The study examines common problems like high client acquisition costs, platform dependency, and retention issues while identifying important success determinants, platform preferences, and performance patterns through this comparative perspective. The results provide D2C brands looking to establish powerful online presences in the beauty and personal care sector with insights into best practices.

Keywords: Direct-to-Customer, Platform Preferences, Platform Dependency, Performance Patterns

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