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Amazon is making a bigger bet on luxury beauty. Today, Dr Barbara Sturm Molecular Cosmetics will be available in luxury stores on Amazon in Europe, marking the first skincare addition to the retailer’s showcase dedicated to high-end brands.
The German-owned line offers a range of more than 50 products on the platform, with more brands scheduled to follow soon. Dr Sturm’s line is also sold at high-end retailers such as Harrods, Saks Fifth Avenue and Space NK, as well as direct-to-consumer on the brand’s website.
Dr. Barbara Sturm launches in Luxury Stores on Amazon.
Photo: Courtesy of Dr. Barbara Sturm
Luxury Stores on Amazon launched in the US in September 2020, targeting a wealthier customer with a focus on fashion. It launched in Europe in June 2022, with brands including Elie Saab and Christopher Kane. Now, the Luxury Stores space will bring beauty and skincare alongside fashion in both markets.
According to a company spokesperson, the new beauty section of Amazon’s luxury stores will feature a range of “both established and emerging luxury brands,” and will serve as a complement to the existing premium beauty selection, which features more Mass products available. brands
Amazon’s spokesman said the move to add beauty came from consumer demand in Europe, and that they would offer “tools and a synergistic environment” to help luxury brands grow on the platform. In the past, many premium and luxury brands have refused to join online marketplaces due to a lack of customization available on landing pages; Generally speaking, all brands will have a page with the same font and color scheme, and won’t be able to add much in the way of bespoke brand assets. Amazon claims this has changed with Luxury Stores, which it says is an “elevated experience” that includes enhanced auto-play images and motion graphics. Brands remain independently responsible for inventory, selection, and pricing.
Source: www.voguebusiness.com