Inside Amazon’s Holiday Beauty Haul

Third time’s may be the charm for Amazon’s annual Holiday Beauty Haul.

The annual event’s third iteration, which wrapped Nov. 5, was a beauty-devoted promotional period akin to Amazon’s Prime Deal Day. For Melis Del Rey, general manager, North America of beauty, baby and beauty tech, she said it’s a key part of garnering shoppers looking for higher-end beauty products.

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“These things play a crucial role in the way we are also engaging with our customers and driving more immersive engagement,” she said. “It gives us a great opportunity into enabling better discovery of this extensive range, and we want to be able to help customers experience newness from beauty. Discovery is very important.”

Since Amazon first introduced the event, which started in 2021, the marketplace has gained market share in beauty, now comprising 12 percent of the total prestige market, as reported. “Beauty is one of the fastest-growing categories across our North America stores, and we have a very large and diverse consumer base,” Del Rey said. “Our customers are responding incredibly well to all of our efforts we are driving to.”

To kick off the event, influencer Natalie Negrotti took to Amazon Live to share her favorite products. Participating brands range in scale, category and price from Dyson and skin care brand Le Domaine to brands such as Cover Girl and Maybelline New York.

Mario Badescu, for one, saw a huge return on the event, with an emphasis on gift sets and non-core products. “We were up 65 percent on Amazon, which is a big deal,” said brand co-owner Joseph Cabasso, noting that influencer marketing has played a key role in bolstering that channel. “It’s an important part of our business. The customer wants the product the same day, or the next day.”

Standouts included a bundle with the hero Drying Lotion and acne patches, in addition to facial sprays and its lip mask. Cabasso added that the brand’s client on Amazon starts much younger, such as for facial sprays, while the brand’s core customer is largely Millennial.

Holiday Beauty Haul differs from Prime Deal Day in scope and purchase behavior, Del Rey said. “The shopping mission differs a little bit.…This is a lot more about the selection and curation,” she said, adding it’s more geared toward holiday essentials and gifting than just value. “Prime Day focuses large category-defining brands that our customers love, like Lancôme, It Cosmetics and Urban Decay. For Holiday Haul, it’s a more extensive coverage of brands, all the way down to indie brands.”

Prior to the event, Amazon was bullish, projecting $11 million in savings for shoppers.

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