Amazon is planning a beauty sale in October, attracting shoppers during the holiday season.

Workers will collect the boxes at the Amazon Fulfillment Center on Monday, June 21, 2021, on Prime Day in Raleigh, NC, USA.

Rachel Jesssen | Bloomberg | Getty Images

Amazon According to a document reviewed by CNBC, a beauty products event will be held in October to attract early vacation shoppers and enhance the company’s position in the fast-growing category.

The company is currently planning an event from October 4th to 25th, according to a slide deck that Amazon sent to some beauty brands. The same information was sent to several consulting firms that help manage business on Amazon.

“We not only want to bring our customers back to Amazon during the Black Friday week, but we also want to use additional marketing tools to bring them back in the long run,” Amazon wrote on its slide deck. “This is a unique opportunity for the brand of choice to reach more shoppers and new customers.”

Amazon spokesman Catie Croon confirmed the authenticity of the document. She emailed CNBC that next month’s event will be called the “Holiday Beauty Hall,” adding that the site will feature a wide variety of products, including fragrances, men’s grooming, and winter skin care. ..

Amazon, the world’s largest online retailer, has long sought to gain a greater share of the global beauty market. Annual sales of $ 500 billion..society Now available In 2000, it was a health and beauty product, but initially its choice was primarily limited to mass market brands.

The beauty market is of particular interest now, as consumers have Flocked to the web Purchase cosmetics and personal care products during a pandemic. According to market research firms, online makeup sales in 2020 were up 40% year-on-year, and sales of “self-care” products such as shampoos, cleansers and lotions were up 59%. 1010 data..

Amazon hopes to take advantage of the event to increase traffic to future holiday promotions, a consultant said in a discussion with Amazon, asking them to remain anonymous because the discussion was private. Jed Rawson, CEO of e-commerce consulting agency Pirawna, said the company began contacting beauty brands and consulting firms in mid-August and began appreciating attendance at the event.

Almost deadlocked during the 2020 holiday season, Americans spent record amounts of money from their devices. Adobe Analytics.. According to Adobe, US online purchases in November and December reached $ 188.2 billion, up 32.2% year-on-year.

In recent years, Amazon has “Premium beauty” Subcategories and launches with more high-end products Indie beauty store Emphasize new and emerging brands.It also expanded Specialty Hair care section And that Unique skin care brand..

Cosmetology is one of Amazon’s fastest-growing categories, and “the time for innovation is ripe” when it comes to product discovery and presentation, Kroon said. She writes that Amazon is in a position to “reinvent its own” the experience of buying beauty products online.

The October event could also help Amazon become more competitive with retailers such as: Alta Beauty When LVMHOwned by Sephora, Elaine Kwon, formerly a vendor manager in Amazon’s fashion category and now running consulting firm Kwontified, said. Department stores are losing more and more market share in the beauty market for Ulta, Sephora, and direct-selling brands such as Glossier and ColorPop.

According to Kwon, Amazon is trying to increase its market share by introducing more major brands on its site and experimenting with features such as “clean beauty” tags that take advantage of natural and sustainable product trends. It is said that there is.

“Sephora and Ulta have been very successful in protecting their customer base,” said Kwon. “This is Amazon’s way of trying to reach out to these customers and give them a great experience to think about.” You may not have to go to Sephora for all of this, but for this You may be able to go to Amazon. that. ‘”

look: Complete interview with CNBC by Amazon CEO Andy Jassy

Amazon is planning a beauty sale in October, attracting shoppers during the holiday season.

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