Dive Brief:
- Joining other brands in Amazon’s beauty hub, skin care brand Kiehl’s has launched its products in the Amazon Premium Beauty store, according to a press release.
- Kiehl’s will have a dedicated digital storefront within the Amazon Premium Beauty section, where shoppers can buy products such as sunscreen, facial creams and masks. The brand also touted its men’s assortment as a potential source of Father’s Day gifts.
- Amazon granted some of the brand’s products its Climate Pledge badge, a distinction it launched in 2020 to identify environmentally sustainable products on its platform.
Dive Insight:
Amazon appears to be courting other skin care brands to join its hub amid a broader beauty push.
"Launching in the Amazon Premium Beauty store marks a new chapter in the Kiehl's journey of over 170 years of skincare and innovation," John Reed, general manager at Kiehl's, said in a statement. "Inspired by our heritage as a neighborhood apothecary brand, this collaboration allows us to continue our legacy while providing high-performance skincare solutions at even greater scale. ... With Amazon, we are excited to offer our community another seamless shopping experience to further our mission in providing best-in-class service to Amazon's diverse consumer base."
In March, Clinique announced its debut in Amazon’s Premium Beauty store, offering shoppers fragrance, cosmetics, skin care and men’s products. As part of Clinique’s launch, the brand introduced the Clinique Skin Analysis Tool, which uses customers’ survey responses to provide skin care product recommendations.
Besides integrating more skin care brands into its beauty store, Amazon also promoted its beauty offerings during its Summer Beauty Haul event. The sales event, which ran between May 13 and May 19, offered deals on select skin care, cosmetics, men’s grooming and other products from various brands.
Kiehl’s digital expansion comes as its parent company L'Oréal builds out its portfolio. A year ago, L'Oréal entered into an agreement with Natura & Co to buy Aesop for $2.5 billion. The brand, which sells a variety of skin care, body and hair care products, reported $537 million in gross sales in 2022.
L'Oréal is also experimenting with artificial intelligence. During a Q4 earnings call, CEO Nicolas Hieronimus said the company will harness AI to drive growth in the coming year. To start, the company said it wants to use AI to look for ways to meet its sustainability goals.
