Millennials are dominating the US beauty market, fueled by a constant stream of trends on social media, a vast network of digital influencers and a number of millennial-friendly brands that have recently entered the market.

Multichannel drugstores haven’t seen as much ecommerce traction as other sectors. Specialty retailers focusing on beauty products have been more successful, helping overcome many of the barriers digital shoppers once had to buying cosmetics without being able to try them first.

Even as consumers gravitate to purchasing books, apparel, electronics and many other items through ecommerce channels, shoppers remain steadfast in their desire to purchase grocery items at a brick-and-mortar store.

Ecommerce represents only a small percentage of overall consumer packaged goods (CPG) sales, but it’s gaining traction. Dan Stangler, marketing director at Annie’s Homegrown, a producer of organic pastas, meals and treats, spoke with eMarketer about why ecommerce is becoming a key focus area for the brand.

Diversity and inclusiveness have become major issues in advertising in recent years, both for consumers and within the industry itself. Lizette Williams, multicultural marketing leader for North America at personal care-focused consumer packaged goods company Kimberly-Clark, spoke to eMarketer about how social media has brought these issues to the forefront, what brands have done in response and what the advertising industry can do to improve diversity within its ranks.

In June, the UK voted to leave the EU, a decision that—if it holds—will have massive ramifications on both Continental and UK economies. Marketers may be optimistic, especially digital marketers, having proved the resilience of the industry through the recent recession. But for retailers accustomed to revenue from the common market, the picture may be less rosy.

Generally, more US internet users prefer to purchase clothing, food, home goods and luxury items in-store than via other channels, including online, May 2016 research found.

US consumer packaged goods (CPG) and consumer products advertisers will spend $5.97 billion on digital advertising in 2016, an 18.2% gain from 2015 that will see this sector account for 8.7% of total US digital ad spending for the year.

The vast majority of women in Japan who have a new baby or toddler buy baby items online at least sometimes—but according to 2015 research, they’re also still heavily reliant on offline purchase channels.

Millennials are more likely to be heavy cosmetics buyers than their older counterparts, according to November 2015 research. Higher incomes also pointed to heavier cosmetics purchasing.

Like many forward-thinking retailers, pharmacy chain Walgreens adjusts its digital experience so that it’s not only ideal for ecommerce, it also functions as an in-store shopping companion for its customers. eMarketer spoke with Cherise Ordlock, divisional vice president of digital commerce at Walgreens, about how drugstore, health and beauty retailers should approach digital commerce.

A global company with 15 bottled beverage brands, Nestlé Waters North America has undergone a digital transformation over the past few years, recently opening a digital command center in New York City to monitor and analyze digital interactions with its many brands. Antonio Sciuto, executive vice president and CMO of Nestlé Waters North America, spoke with eMarketer about the growth of consumer packaged goods (CPG) ecommerce and the company’s approach to it.

Jonathan Opdyke, CEO and co-founder of performance marketing platform HookLogic, talks about the challenges CPG brands have with ecommerce, and what they can use to boost sales.

Modiface is an augmented reality technology provider that builds tools for beauty marketers, such as Sephora and L’Oréal, that allow consumers to virtually try on products through a brand’s mobile app, website and in-store tablets. eMarketer spoke with Jennifer Tidy, Modiface’s vice president of partnerships, about how much demand there really is for augmented reality and the right place for retailers to install the technology in-store.

About 60% of female internet users in France have purchased cosmetics items online, with face care products, like creams and cleansers, the most common category. Most say they shop at brand sites for their cosmetic fix.

Retailers and the consumer packaged goods (CPG) brands whose items fill their shelves don’t see completely eye to eye on the best way to get shoppers to see value in these products. The brands are more likely to look to maximizing marketing ROI—and research suggests magazines and display ads may be particularly efficient means to do so.

Consumers are increasingly turning to their mobile devices while they shop, whether to research products or see what other choices are out there. According to February 2016 research, a majority of US female beauty buyers use their device in-store to browse user reviews and look for the best price.

Marketers have been teaming up with influencers for content creation and promotion, and these types of marketing campaigns have generated impressive results. According to December 2015 research, the beauty and fashion industry has also allocated a percentage of their budget to influencer marketing.

While traditional marketing is all about perfecting a brand’s external image, virtual reality marketing can give consumers an inside look into the heart of the brand. Products go through long journeys before they end up on a store shelf, and companies are eager to tell those stories. Rachel Harris, director of national brand activation at Beam Suntory, spoke with eMarketer about a recent behind-the-scenes virtual reality campaign at the spirits maker.