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Amazon is where it’s at for beauty and wellness brands

Glossy | 3 October 2021

Perhaps the most dominant trend of all in the space is the evolution from an in-store experience to an online experience. This holds especially true with the rise of e-commerce and more specifically the growth of online marketplaces such as Walmart, Target, Kohl’s and the leading global marketplace, Amazon. At a time when customers are prioritizing self-care and predominantly shopping online, companies are able to provide unprecedented access to beauty, health and wellness solutions on online marketplaces. Where beauty brands once hesitated, they are no longer turning their noses up to the enormous customer bases online retailers can offer them. Instead, they are meeting customers where they are actually shopping, with Amazon being the top contender.

In 2020 alone, Amazon captured 32% of all beauty and personal care bought online with $23 billion in total sales, a 45% increase from 2019. It’s also reported that 63% of all consumers begin their searches on Amazon regardless of where they ultimately make a purchase, giving the retailer the advantage of capturing a majority of the market and meteorically rising as the biggest destination for beauty and personal care. Combined, these factors are fueling huge opportunities for brands and online retailers. While Amazon can seem like an overly saturated ecosystem to navigate, the companies succeeding during this monumental shift are now adopting omnichannel strategies with online marketplaces like Amazon in mind in order to capture consumers where they might not have considered before.

Neutrogena makes its TikTok debut with Chloe & Halle Bailey

Glossy | 8 October 2021

Neutrogena became the latest heritage brand to fall for TikTok, with the launch of Skin U, a campaign and contest fronted by Beyonce protégés and sisters Chloe and Halle Bailey, 23 and 21, respectively. The duo is joined by influencers Amy Chang and China McClain. The campaign, which launched on August 28, was conceived of by Movers + Shakers, an agency known for its work with brands on TikTok. The campaign asks TikTok users to create videos in which they “tell their skin story” and ask their most pressing skin-care questions. Five winners will win $5,000 and a consultation with Neutrogena’s skin scientists. The campaign, per Neutrogena, is intended to help a younger audience cut through the “skin-care noise.” We spoke with the Baileys about their partnership with Neutrogena and their favorite follows on TikTok.

L’Occitane Launches a Social Selling Platform for Eco-Conscious Entrepreneurs 

Beauty Matter | 20 September 2021

Vasiliki Petrou smiles as it’s remarked that the rapid pace of dealmaking in the beauty sector is a sign that men in suits have realised how much money is in the $500 billion industry. 

“Hopefully there’s women in suits doing the deals as well now,” she said, pointing at her own bright silk shirt and tailored trousers.

Petrou is the mastermind behind Unilever’s eyecatching efforts to go upmarket by pursuing acquisitions of luxury beauty and cosmetic brands — a sector growing much faster than its traditional names. As a result Unilever’s stable of brands includes not just cupboard staples like Hellmann’s, Bovril and PG Tips, but also a high-end bathroom cabinet of prestige names including Paula’s Choice, Murad, Dermalogica and Hourglass, the vegan brand that

Deciem set to launch in Mexico at luxury department store El Palacio de Hierro

Glossy | 11 October 2021

Following its acquisition by Estée Lauder Companies, Deciem is continuing its international expansion with a retail launch in Mexico. On October 16, Deciem’s brands The Ordinary, NIOD and The Chemistry Brand will join the beauty floor of four locations of luxury department store El Palacio de Hierro. Also launching through the retailer’s website, the brands will be sold through new Deciem beauty counters at each location. The selection of brands will be the widest in North America for a physical retailer outside of Deciem’s standalone stores.

“For Mexico, we knew there was quite a demand there,” said Nicola Kilner, the CEO and co-founder of Deciem. The company selects new markets for retail entry based on DTC sales, social media followers and potential retail partners. The launch will be promoted by social and Google ads, as well as via email to DTC e-commerce customers based in Mexico. For products being offered in stores, “We’ve chosen a mixture of our best sellers, but what was important, particularly with being in a more prestige department store, was to also have a mix from the other brands,” said Kilner.

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