Targeting luxury, not the
lowest price
The Luxury Beauty Store offers products
from Burberry, L’Occitane,
Japonesque, Ahava and others. The specific items are meant to take care of skin,
lips, nails, eyes and eyelashes. “We have heard very clearly from our customers
that they are looking for luxury brands”, Chance Wales, director of beauty and
health & personal care at Amazon, states. That is why, for this specific
sector, Amazon is not necessarily targeting the lowest price.
It is not the first time Amazon dips its toes into the luxury sector: the platform started selling luxury clothes by the
end of 2012, selling brands like Vivienne Westwood, 7 For All Mankind and
McQ by Alexander McQueen. It
chose to focus on women’s fashion for now, but expanding into men’s fashion is a
possibility.
Not everyone is happy with this Luxury Beauty Store though, as several luxury brands
fear that Amazon will become a
competitor for their own online distribution. They also fear that the
online retailer will become the one who decides the price of their products. That is why several brands prefer
selling their products through Sephora and Net-a-Porter.
