Modeling of the innovative «Online consultant» to promote online cosmetics stores

The article presents a model of the innovative tool, which solves the main consumer issues in the process of buying cosmetics in online stores. An analytical review of the online cosmetics stores market was presented, the results of in-depth interviews and a mass survey of consumers, expert interviews confirmed the relevance of the innovative tool. The article demonstrates the interaction process between an "Online Consultant" and a potential consumer of cosmetics in an online store. Accepted results may be useful for marketing specialists to promote online cosmetics stores.