Digital shoppers enthusiasm for buying beauty products online doesn’t translate into retailer loyalty.

While online sellers of beauty and personal care products continue to capture more market share, online shopper loyalty seems to be elusive, according to report by A.T. Kearney.

“The study, which is based on a survey of 800 American online beauty shoppers, finds that 67% of consumers use four or more websites to fulfill their shopping needs,” said Hana Ben-Shabat, A.T. Kearney partner and author of the study. The results indicate that both brands and retailers who sell beauty products online need to rethink how…