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Behind the Scenes of an Amazon Beauty Launch

As of Aug. 3, prestige hair-care brand Verb launched on Amazon.
For a brand that’s also sold through the salon channel, Urban Outfitters, Revolve and Sephora, an Amazon launch is a big deal, as the online giant is sometimes viewed as a threat. But for Verb, the Amazon question was more “when and how” rather than “if,” according to founding member Claire Moses.
Plus, when Verb tracked down the amount of its products that were selling through 38 unauthorized sellers on the Amazon platform, the brand decided that “when” needed to be now.
“We’re doing this now, before it gets too unmanageable,” Moses said. Year-to-date, Verb estimates that $1.8 million in product has been sold through third-party sellers on Amazon — and it’s not always showing up in mint condition, something that could wind up damaging brand equity. “The customer thinks they’re buying from Verb,” Moses added.
“The whole campaign behind what we’re doing here is, ‘Buy real, buy safe, buy from Verb,’” Moses said. “In order to do that, we have to take 10 steps back and actually talk about Amazon, which we’re finding no one is really doing.”
Over a period of 18 months, Verb carefully orchestrated its Amazon launch, starting with research and

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Via:: https://wwd.com/beauty-industry-news/beauty-features/behind-the-scenes-of-amazon-beauty-launch-1202763777/