The "Anti-Amazon" Approach to Prestige Beauty E-tail

Apr 27th, 2016
Jeb Gleason-Allured
425-feelunique

FeelUnique has done what Amazon couldn't: create a successful luxury beauty portal. Three years ago, Amazon launched its luxury beauth store, featuring "high-end brands including Nars, Dr. Brandt, Jack Black, Deborah Lippmann, L'Occitaine, Burberry and more."

According to a new analysis by L2, Nars and Deborah Lippmann are no longer sold via the site. Why did the retail giant fail?

"Amazon opens its gates for gray market e-tailers to fill its site with discounted (or perceived as discounted) beauty products, and cleans them up for select brands that officially distribute (e.g. Burberry) on its platform," L2 has said.

FeelUnique, on the other hand, has offered prestige beauty brands with a more customized experience, including brand shops. According to L2, "As of now, 52% of Index brands participate in FeelUnique’s Try Me program."

 

 

More in Digital/E-commerce
The Lawn Mower 4.0 is now available at Walmart.
Manscaped Available at Walmart
Seven products will be available in more than 3,000 Walmart locations across the United States, as well as online at Walmart.com.
Jan 18th, 2024
How Oxybiome Supercharges the Skin
Sponsored
How Oxybiome Supercharges the Skin
A new solution for youthful, stressed skin.
Jan 22nd, 2024
Each product features a proprietary hydration complex, Hylauroset, a plant-based alternative to hyaluronic acid.
The Outset Launches on QVC
Founders Scarlett Johansson and Kate Foster will be unveiling two sets created especially for QVC.
Jan 10th, 2024
Taken together, brands of every size will leave this year's event with the knowledge and insights needed to innovate nimbly and mindfully and to elevate their brands to the next level.
Let's Connect the Dots Between Beauty Marketing and R&D: Beauty Accelerate Los Angeles 2024
Join Beauty Accelerate in Los Angeles to set the 2024-2025 innovation agenda!
Jan 5th, 2024
Rie Maiden, VP of marketing and e-commerce, Credo Beauty, and Jennifer Famiano, an executive director and beauty industry analyst at Circana, will discuss the state of beauty retail and provide insights for brands seeking retail success.
Circana and Credo: Beauty Retail 2024-2025 @ Beauty Accelerate
Notably, beauty was one of the few discretionary consumer product categories to grow in 2023, pointing to resilient shopper demand, even amid inflation concerns.
Jan 5th, 2024
Ulta Beauty continues to add new brands as it revamps its rewards program.
Ulta Beauty Revamps Rewards Program & Adds AF94 Makeup Range
The revamped rewards system comes amid a slew of new brand introductions, including OleHenriksen, Charlotte Tilbury and, now, AF94, from musician Halsey, who also founded About-Face.
Jan 5th, 2024
Charlotte Tilbury is coming to Ulta Beauty, per an Instagram post from the retailer. The brand will land in stores February 18, 2024.
Charlotte Tilbury Coming to Ulta Beauty in February
The new year has brought a number of new brands and SKUs at Ulta, including a high-profile collaboration with OleHenriksen, and a pair of serums from Bubble.
Jan 4th, 2024
Hum Nutrition has expanded into the Natural Beauty aisle of Target with its Flatter Me, Daily Cleanse, Private Party and Hormone Balance ($25.99/each 30-day supply). The expansion comes amid a beauty category boom for the retailer.
Hum Nutrition CEO Discusses Target Beauty Aisle Expansion
"Hum is a digitally native brand and our extensive data gives us very strong visibility into our consumer profile," says Walter Faulstroh, CEO and co-founder of Hum Nutrition.
Dec 27th, 2023
'Launching at Sephora is a pivotal moment for our brand. It gives us an opportunity to tell our story on a bigger level and for a whole new group of customers to try our products and fall in love,' said Michele Gough-Baril, the brand's founder. 'For me, personally, it's a dream come true moment because I've worked with Sephora for many years on other brands, and to do it now with the brand I founded is beyond exciting.'
Iris&Romeo Brings Skin-friendly Cosmetics to Sephora, Secures Series A Funding
The retail expansion follows Iris&Romeo's February 2023 nationwide launch at Credo.
Dec 19th, 2023
'Hair color is not a one-size-fits-all approach, and consumers are looking for a personalized regimen based on their goals,' said John Goss, president of Sally Beauty. 'We are proud to provide a service that meets them where they are, at no cost, to help them achieve the hair color of their dreams.'
Professional Hair Color Advice Has Entered the Chat: Sally Beauty Launches Colorist OnDemand Program
Users of the free service receive "trusted recommendations from licensed professionals," per Sally Beauty, to give them confidence and to ensure the desired results.
Dec 18th, 2023
“Bubble’s community is the heart and soul of the brand,' said Shai Eisenman, founder and CEO of Bubble Skincare. 'It is so important for us to listen to our consumers and deliver not only the products they are looking for but to excel in bringing these products to accessible locations, at affordable price points.'
Bubble Skincare Makes UK Retail Debut at Boots
Boots retail locations are reportedly accessible to more than 85% of the U.K. population, a similar coverage to a key Bubble Skincare U.S. retail partner, Walmart.
Dec 6th, 2023