Since the launch of Amazon’s Luxury Beauty Section, the number of prestige brands distributing on the platform has multiplied. In October 2013, just 24 brands were present on the platform. This year, the number of brands carried on the page grew to 202 from 153 in November 2015.

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Despite the relative progress towards onboarding prestige beauty brands, many of the largest beauty portfolios – LVMH, Estée Lauder – do not distribute on the platform. While it’s unlikely that LVMH would distribute luxury beauty on Amazon as it owns competitor Sephora, Amazon has made a host of features to attract luxury beauty brands. With editor’s picks and new arrivals sections and product merchandising, Amazon is offering features similar to beauty-specific e-commerce sites like Sephora, Ulta, and Space NK.

Amazon’s strategy for prestige cosmetics is similar to how it conquered the skin care market. By offering shoppers guidance on how to choose skin care products, a skin care glossary, and expert advice, the retailer was able to attract prestige skin care brand like Elizabeth Arden.

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