Amazon unveiled the Luxury Beauty Store last week, positioning itself in the luxury beauty space among competitors like Sephora.
Watch out Sephora and Beauty.com, there is a new retailer for luxury beauty goods and it already has millions of fans. Amazon, the world’s favorite e-commerce site, has officially entered the luxury beauty market. Amazon will provide a curated range of 24 luxury brands such as Nars, Stila and Butter London, in addition to editorial content to put it in competition with the aforementioned product purveyors.
The luxury beauty page is a more minimalistic take on the typical Amazon webpage, and provides tips for consumers with beauty editors’ picks and look books of on-trend goods that match the makeup seen on runways. Chance Wales, Director of Beauty, Health & Personal Care for the e-commerce giant, tells Women’s Wear Daily:
We have luxury shoppers. 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 [goods].
While currently the pickings in the Amazon Luxury Beauty department may be slim, consumers love to browse for items on the website and if they can throw their NARS lipstick in with their latest Dan Brown novel, that will only make them happy, especially when shipping comes free after a $25 purchase. If more brands choose to follow suit and add to Amazon’s stock, other beauty e-tailers may have to start worrying.