According to the latest news, Amazon plans to hold a beauty products event to attract early holiday shoppers in October. The move also aims to boost the firm’s position in a booming category.
Remarkably, a presentation sent to select beauty brands revealed Amazon is currently planning the event for October 4-25. Additionally, the same information was sent to some consulting companies that help manage businesses on Amazon.
Amazon aims to draw customers back to Amazon during Black Friday week and long-term with new marketing levers. The company says it’s a unique opportunity for selected brands to reach more shoppers and new customers.
An Amazon spokesperson, Catie Kroon, verified the authenticity of the news. Notably, the event next month will be Holiday Beauty Haul. Moreover, the site will feature several product types, including fragrance, men’s grooming, and winter skincare.
As we know, Amazon is the world’s biggest online retailer. It has been trying to obtain a bigger share of the global beauty market. It now makes $500 billion in annual sales. As we know, the firm started offering health and beauty products in 2000. However, its selection was initially limited mostly to mass-market brands.
During the COVID-19 Pandemic, Online Makeup Sales Rose 40% in 2020 from A Year Earlier
Notably, customers increasingly started using the web to get makeup and personal care items during the COVID-19 pandemic. Online makeup sales rose 40% in 2020 from a year earlier. Meanwhile, sales of self-care items such as shampoo, face wash products, and lotions soared 59%.
The CEO of Pirawna, an e-commerce consulting agency, Jed Rawson, announced that the firm started reaching out to beauty brands and consulting companies in mid-August to gauge participation in the event.
According to Adobe Analytics, throughout 2020, Americans spent a record amount of money on their devices. Furthermore, U.S. online purchases during November and December rose 32.2% from a year earlier to $188.2 billion.
In recent years, Amazon has developed its premium beauty subcategory to include more high-end products and started an indie beauty. The company also rolled out specialized hair care sections and its skincare brand.
Catie Kroon also announced that beauty is one of the fastest-growing categories on Amazon.
This event could also help the firm better compete with retailers such as Ulta and Sephora. Both Sephora and Ulta have successfully protected their customer base, which will help the firm reach out to those consumers and give them a great experience.