Amazon is hoping to strengthen its position in the beauty industry by luring early holiday shoppers with a special sales event next month.
The event, which is being branded as “Holiday Beauty Haul,” will see participation from several beauty brands that Amazon has invited to feature various products, including fragrance, winter skincare and men’s grooming.
“We want to draw customers back to Amazon during Black Friday week but also long term with additional marketing levers,” Amazon wrote in a slide deck that was shared with invitees. “This is a unique opportunity for selected brands to reach both more shoppers and new customers.”
The event marks Amazon’s effort to cut itself a bigger share of the lucrative $500 billion global beauty market. While the company has been selling beauty products for the last 21 years, its product offerings have largely been limited to mass-market brands, CNBC reported. In recent years, however, Amazon has been making strides by focusing on the premium beauty subcategory. It has looked to feature high-end products and has launched an indie beauty store on its website, which highlights emerging brands. The company has even rolled out its own skincare brand.
All of these efforts are helping Amazon gain more ground in the beauty industry, which department stores have historically dominated. Players such as Ulta Beauty and Sephora have largely been successful in becoming the go-to stores for consumers’ beauty needs in recent years by offering innovative testing and shopping experiences in-store and online.
“Sephora and Ulta have very, very successfully protected their customer base,” said Elaine Kwon, the owner of Kwontified, an eCommerce management and software company. “This is Amazon’s way of trying to reach out to those customers and give them a great experience that makes them think, ‘Maybe I don’t have to go to Sephora for all of these things, maybe I can go to Amazon for this or that.’”
The company has also been trying to tap into consumers’ appetite for sustainable and natural products with the use of a “clean beauty” tag on its site and featuring more eco-friendly brands on its site, Kwon added.