If luxury beauty is the only thing you dare buy than this news will be great for you. And while we are at it, it will also make those luxury lusters out there very happy. This month Amazon launched their new Luxury Beauty Store, for the first time retailing some of the best luxury brands. Amazon is the world’s largest online retailer but the messy and perceived “discounted” layout of the site has put luxury brands from joining in the action previously. Amazon does have luxury shoppers who come for things like fashion and gadgets, so why not beauty?
“We have luxury shoppers,” said Chance Wales, director of beauty and health & personal care for the e-commerce giant. “What we have been lacking is luxury brands, and we hope this is the first step to marry our customer’s needs with what brands expect in terms of displaying and selling their luxury [products].”
The good news is that Amazon has catered to the needs of the luxury brands. You won’t find a circus of mismatched products in the Luxury Beauty Store.
“This site is much more premium,” said Stephane Colleu, president and chief executive officer of Dr. Brandt Skincare. “A mass brand is not going to be sold within this platform, which is why it’s very attractive.”
While you may think Amazon has always offered premium brands, this is not the case as they are often listed by third-parties in the Amazon Marketplace. The difference with this site is that it is managed by Amazon, all the products are shot in-house and this is a true partnership between the brand and Amazon. It has been indicated that as part of this partnership, Amazon has also shown itself willing to exert more control over where the brands in the Luxury Beauty Store will be available on the site (read: Marketplace). “We are working with brands to make sure we’re presenting their products in an optimal environment,” said Wales. Continue Reading