Bobbi Brown Cosmetics is aiming to expand its digital retail footprint in the US by launching on Amazon’s US Premium Beauty Store.
The Estée Lauder Companies (ELC)-owned cosmetics brand is now available to purchase through the online retailer’s curated beauty destination, with Amazon Prime members gaining access to free shipping of products as part of their membership.
This is the twelfth brand in ELC’s portfolio of prestige beauty brands that are now available on Amazon Premium Beauty.
Other ELC brands available to shop through Amazon’s Premium Beauty platform include Clinique, MAC Cosmetics, Aveda and Estée Lauder, to name a few.
Amazon has become one of the hottest new destinations to stock beauty products, with many brands flocking to the platform this year.
This is why beauty players are carving out a space on the consumer giant’s platform.
US male skin care and grooming shoppers are also spending four times’ more at Amazon than beauty retailer Sephora.
By launching with the retailer, Bobbi Brown Cosmetics hopes to reach more customers across the US, furthering its mission to “meet beauty enthusiasts where they are – digitally, conveniently and authentically”.
Lahnie Strange, Senior VP, Global General Manager, Bobbi Brown Cosmetics, said: “At Bobbi Brown, we have always understood that customers want products that work with their lives – not against them.
“That is why we continue to innovate formulas that respect and enhance your natural beauty while making routines easier.
“Launching in the US Amazon Premium Beauty store allows us to bring that promise to even more customers, offering trusted essentials designed with their needs in mind.”