Estée Lauder, Elemis, Charlotte Tilbury and Dr. Barbara Sturm are among the premium beauty brands officially selling and scaling up on Amazon today, with some in the UK, the US or both.
But it wasn’t long ago that many were hesitant to be there at all.
Covid removed the last perception barriers for customers and brands, accelerating the shift to Amazon, and momentum for premium beauty companies has grown rapidly ever since.
So who is winning on Amazon today?
The brands that have fully integrated the channel into their 360 distribution, marketing and acquisition strategy, says Renee Parker, co-founder and Director of Strategy at Invinci, a consultancy offering advisory and execution services for premium beauty, health and wellness brands on Amazon globally.
Here, she explains what it takes to succeed on Amazon, and how to protect brand equity.
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