The beauty and personal care universe is experiencing a significant boom, with a valuation of 496.63 billion dollars in 2023 (about €450 million), and a projection of reaching a valuation of 622.45 billion dollars by 2028 ( about €564 million), that is, 4.62% more. This growth has been driven by several post-COVID-19 factors, such as dermatological problems caused by the frequent use of disinfectants and personal protective equipment, generating greater attention towards skin care.
In that sense, Amazon has been gaining ground in the sale of this type of products since the launch of Prestige Beauty Site in 2013, the platform specialized in beauty and health that has a wide variety of brands and prices.
The preference for natural
Consumers’ growing awareness of their personal image, especially among millennials, has led to the increase in the use of beauty products as an essential part of their daily self-care routine. The preference for cosmetics with natural, non-toxic and organic ingredients has played a fundamental role in the expansion of the market.
This is because consumers globally are increasingly looking for healthier and more environmentally friendly alternatives, a trend driven by growing concerns about the adverse effects of chemical and synthetic ingredients in beauty products. .
Amazon, leader in online sales of personal care
Amazon has positioned itself as the leading platform for the sale of personal care products, proving to be an effective channel for the marketing of personal care products by offering a wide range of items, from everyday products to luxury options. Since launching its beauty-specific platform in 2013, Prestige Beauty Site, the American giant has been rapidly gaining ground, with an 11% market share in cosmetics in the United States and 12% in the United Kingdom. In Germany, that figure is 6%, while in France it is 4%, according to data collected by L2.
In fact, cosmetics consolidated itself as one of the best-selling categories during Amazon Prime Day 2021, even surpassing technology and becoming the second category with the highest volume of sold-out references due to high demand.
This diversity of offering, along with the ease and convenience of online shopping, has attracted a diverse and demanding consumer base. However, despite this potential, many brands still don’t know how to maximize their presence on Amazon to boost their sales.
How to position your products on Amazon
The Optopus agency, specialized in the optimization of Digital Shelves, has presented a document that highlights key strategies to improve the visibility and performance of brands on Amazon. From the use of advertising within the platform to the importance of attractive content that can capture the attention of the A9 algorithm, these strategies combine artificial intelligence, 3D design and constant testing of new creatives to maximize sales opportunities.
The beauty, cosmetics and personal hygiene sector faces the challenge of standing out in the broad Amazon ecosystem, competing not only with other brands but also with those created by the platform itself. Understanding new technologies and trends is crucial for brands looking to stand out in this digital environment; This document is intended to be a valuable guide for marketing professionals seeking to optimize their presence and performance in the marketplace.
