Amazon plans to hold a beauty products ceremony in October to attract pre-holiday buyers and boost the company’s area in the growing category.
Defined for beauty brands, the statement says that the company plans to hold the event on October 4-25. The information was also sent to consulting firms that help Amazon manage its business.
Amazon aims to get as many customers as possible to Amazon during Black Friday Week. However, this requires long-term additional marketing leverage. This is a unique opportunity for selected brands to attract more customers and, at the same time, increase profits.
Amazon spokeswoman Catie Kroon confirmed the document. He also announced the name of the event, which he told CNBC via email. The Amazon Event, which will be held in October, is called Holiday Beauty Haul. During the event, many hair care products or beauty products will be posted on the Amazon site, including perfumes, cosmetics, men’s care products, winter skincare procedures, etc.
Amazon has long sought to capture a large share of the global beauty market. The company generates $ 500 billion annually. The company started offering health and beauty products in 2000, but its scope was initially limited to mass-market brands.
The beauty market is now trendy because, as it turned out, during the pandemic, consumers actively went online to buy makeup and personal care items and often resorted to online shopping. Online makeup sales in 2020 increased by 40% compared to the previous year. Sales of personal hygiene items such as facial cleansers, shampoos, and lotions increased by 59%.
Conclusion
According to the CEO of Pirawna, Amazon hopes that this event will help attract customers for the upcoming holidays. Amazon began negotiations with beauty brands and consultants as early as mid-August to plan and evaluate event details properly.
According to Adobe Analytics, online purchases in the US in November and December increased by 32.2% year-on-year to $189 billion.
As it is known, in recent years, Amazon has expanded its subcategories of “premium beauty” much more and created a beauty indie shop. In addition, the company has added hair care departments and launched its skincare brand.
Catie Kroon mentioned that beauty is one of the fastest-growing categories on Amazon. The October event will help the company to better compete with the retail trade. At the same time, Amazon is actively trying to attract more consumers by placing leading brands.
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