Amazon plans October magnificence sale to hook early vacation customers

Amazon workers load containers with orders on the firm’s achievement heart forward of Cyber Monday in Tracy, Calif.

David Paul Morris | Bloomberg | Getty Photographs

Amazon plans to carry a magnificence merchandise occasion in October in an effort to lure early vacation customers and increase the corporate’s place in a booming class, in keeping with paperwork reviewed by CNBC.

A slide deck Amazon despatched to pick out magnificence manufacturers mentioned the corporate is presently planning the occasion for Oct. 4-25. The identical info was despatched to some consulting companies that assist handle companies on Amazon.

“We need to draw prospects again to Amazon throughout Black Friday week but additionally long run with extra advertising and marketing levers,” Amazon wrote within the slide deck. “It is a distinctive alternative for chosen manufacturers to achieve each extra customers and new prospects.”

Catie Kroon, an Amazon spokesperson, confirmed the authenticity of the doc. She informed CNBC by e-mail that the occasion subsequent month can be known as “Vacation Magnificence Haul” and added that the location will function quite a lot of product sorts, together with perfume, males’s grooming and winter skincare.

Amazon, the world’s largest on-line retailer, has lengthy been making an attempt to achieve an even bigger share of the worldwide magnificence market, which generates $500 billion in annual gross sales. The corporate started providing well being and sweetness merchandise in 2000, however its choice was initially restricted principally to mass-market manufacturers.

The wonder market is of specific curiosity now, as shoppers have flocked to the net to purchase make-up and private care gadgets in the course of the pandemic. On-line make-up gross sales surged 40% in 2020 from a 12 months earlier, whereas gross sales of “self-care” gadgets resembling shampoo, face wash merchandise and lotions climbed 59%, in keeping with market analysis agency 1010data.

Amazon hopes to make use of the occasion to drive visitors to imminent vacation promotions, mentioned one marketing consultant, who had discussions with Amazon and requested to stay nameless as a result of the talks had been non-public. The corporate started reaching out to magnificence manufacturers and consulting companies in mid-August to gauge participation within the occasion, mentioned Jed Rawson, CEO of e-commerce consulting company Pirawna.

Whereas largely caught inside in the course of the 2020 vacation season, Individuals spent a file amount of cash from their gadgets, in keeping with Adobe Analytics. U.S. on-line purchases throughout November and December surged 32.2% from a 12 months earlier to $188.2 billion, Adobe mentioned.

In recent times, Amazon has expanded its “premium magnificence” subcategory to incorporate extra high-end merchandise and launched an indie magnificence retailer to focus on new and rising manufacturers. It additionally rolled out specialised hair care sections and its personal skincare model.

Kroon mentioned magnificence is without doubt one of the fastest-growing classes on Amazon and that it is “ripe for innovation” on the subject of product discovery and presentation. Amazon is “uniquely positioned to reinvent” the expertise of shopping for magnificence merchandise on-line, she wrote.

The October occasion may additionally assist Amazon higher compete with retailers resembling Ulta Magnificence and LVMH-owned Sephora, mentioned Elaine Kwon, who beforehand served as a vendor supervisor in Amazon’s style class and now runs consulting agency Kwontified. Malls are more and more shedding share within the magnificence market to Ulta, Sephora and direct-to-consumer manufacturers resembling Glossier and ColourPop.

Kwon mentioned Amazon has tried to spice up its market share by that includes extra main manufacturers on its web site and experimenting with options resembling a “clear magnificence” tag, which faucets into developments round pure and sustainable merchandise.

“Sephora and Ulta have very, very efficiently protected their buyer base,” Kwon mentioned. “That is Amazon’s method of making an attempt to achieve out to these prospects and provides them an ideal expertise that makes them suppose, ‘Perhaps I haven’t got to go to Sephora for all of this stuff, perhaps I can go to Amazon for this or that.'”

WATCH: Amazon CEO Andy Jassy’s full interview with CNBC

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