After a successful launch in Austria, Germany and Poland, Zalando now launches its beauty range in Belgium, Denmark, France, Italy and Sweden. A new campaign accompanies the expansion.
Total look
The German web shop considers the expansion as a logical next step in its desire to become the focal point of fashion and lifestyle shopping in Europe, and aims to help customers buy a ‘total look’ (i.e. clothing, accessories, shoes and beauty products) in one go. Head of Beauty, Pamela Wade-Lehman, claims that three in every five shopping carts that start with Zalando Beauty, also get filled with clothing, shoes or accessories.
Zalando Beauty offers over 6500 products – from skin care products and make-up to items aimed specifically for men – of over 200 brands (both big international names and interesting niche brands). A new campaign is set out to support the expansion into the five new countries, called ‘Unleash your Beauty’, with which Zalando aims to give a new look into the concept of ‘beauty’.
