How Beauty Retailers Can Maintain Their Edge As Amazon Encroaches
With Amazon rapidly growing its presence in beauty — attracting prestige brands and poised to become the largest U.S. beauty retailer — established specialty retailers are facing intensified competition from the e-commerce giant. According to industry data, Amazon is already a dominant destination for beauty product searches and sales, pressuring traditional players to defend market share and rethink customer experience.
“Beauty brands and retailers need to understand that omnichannel selling is the new reality, whether that is Amazon or the beauty brands’ own direct-to-consumer platform,” says Susannah Dellinger, founder and CEO of Bright Beauty Connect. “But what retailers can provide that dot-com just can’t is an engaging and memorable moment of true connection. Retailers who can create experiences for consumers inside and outside of their shops are the ones who earn customer loyalty and will be able to compete with the growth of digital beauty shopping.”
— Susannah Dellinger, Bright Beauty Connect
