Amazon might not be the first retailer that comes to mind for health, personal care and beauty products, but it's the third-fastest-growing category by our estimates. We forecast that Amazon's US sales of those products will reach $16 billion this year, a 37.9% increase over 2017.
In a physical retail environment, packaging continues to influence consumers' purchasing decisions. This is not just from a design or visual standpoint, but also from a desire for more information.
With the June acquisition of PillPack and quieter forays into beauty, Amazon has demonstrated its intent to move into the online pharmacy business as well as the space dominated by Sephora and Ulta Beauty. Should traditional pharmacies and beauty retailers be concerned by Amazon’s exploration of new product categories?
A May 2018 survey by Automat found that 70% of US female beauty buyers said they were overwhelmed by product choices. One solution to the overwhelmed-with-choice conundrum could be virtual beauty advisors.
Beauty retailers like Sephora and L'Oréal have adopted augmented reality in some form to let consumers try on products without having to leave their home. And according to recent data, more companies are planning to embrace the technology within the next two to five years.
Consumers aren't just rushing to Sephora or Ulta Beauty to replenish their beauty essentials—they're also heading to a less obvious choice: Amazon.
What do women want when they're buying beauty products online? It's pretty straightforward: They want low prices, and they want free shipping.
Yvahn Martin, director of ecommerce and digital marketing for L’Oréal, Decléor and Carita brands, spoke with eMarketer about how using digital channels for relationship building—rather than making quick sales—has helped the company weather the tough economic climate.