As part of the agreement, Peace Out will sell the majority of its 23-product skincare range on Amazon through Prime, barring two items (its Acne Dot Jumbo and Retinol Face Stick) that will remain Sephora exclusives. The company, whose acne patches and anti-aging creams were initially exclusively available on Sephora, launched on Amazon this month as a premium beauty partner. That’s where Peace Out skincare comes in. Its strategy is focused on achieving selection parity with Sephora and Ulta.” “Amazon admits they are not a selection or price leader. “It’s less about the price point and more about premium distribution,” she noted. The indie program, meanwhile, is open to smaller brands that are at least 50% independently-owned, said Yashayeva. LVMH-owned Sephora claims to stock 250 brands. That still leaves a massive pool of brands for Amazon to target. Those with mass retail distribution at big boxes and drug stores are automatically barred from the program, she said in an interview. To qualify for the premium category, a brand must already have distribution deals with dedicated beauty retailers, according to Rina Yashayeva, vp of marketplace strategy at the agency Stella Rising (who helped launch the program while working as a manager at Amazon beauty). In 2020, the increase was even more pronounced, with a 56% surge in sales compared to 2019.īut, the programs and their perks aren’t open to just anyone. Beauty sales on Amazon jumped 13% year-over-year between January to the end of November, 2021, according to data from Profitero. The programs have helped Amazon to make significant inroads into the category. An indie beauty category aimed at emerging brands followed in 2018. The company launched its premium beauty program in 2013 in an attempt to establish ties with the type of brands you’d typically find at those dominant beauty retailers. In return, Amazon gets to add more choice to its bulging beauty range in a bid to match the wider selection of products offered by specialists like Sephora and Ulta Beauty.
#Boom cosmetics at ulta free
By signing up, the brands gain entry into a gated section on Amazon’s platform free from third-party resellers, and with additional perks such as early notice and access to upcoming promotions and revenue-boosting placement on curated beauty pages.
Acne treatment specialist Peace Out and cosmetics and skincare company Alleyoop have both joined the e-commerce giant’s “premium” and “indie” beauty programs, respectively, in the past year.
0 kommentar(er)
