Benefit Cosmetics to be sold through Amazon

By Simon Pitman

- Last updated on GMT

Related tags: Benefit cosmetics, Lvmh

Benefit Cosmetics, a subsidiary of luxury group LVMH Moet Hennessy
Louis Vuitton, has signed a deal with Amazon to sell its cosmetics
products online in the US and UK markets.

The two companies say that the venture will see them develop and support online and phone ordering services in these two markets. It also aims to provide an opportunity for the fast-growing Benefit Cosmetics to tap into one of the most rapidly expanding retail sectors in two of the world's largest and most developed markets.

The companies said that the multiyear agreement means that Amazon Services and Amazon Services Europe will provide phone order processing and an end-to-end e-commerce solution for Benefit Cosmetics US and UK.

It will also see support in the development of web sites, including design and usability, technology platform, order fulfillment, as well as customer service for orders placed online.

Both the web sites and phone order services for the two markets are scheduled to launch later this year, although a specific date was not given.

"Enhancing the presence of Benefit Cosmetics on the Web is an important part of our aggressive growth strategy both nationally and internationally,"​ said Benefit Cosmetics General Manager of E-Commerce Neil Kjeldsen, who went on to explain that his company had chosen Amazon for its breadth of experience and service.

Amazon's services will incorporate its shopping technology such as one-step checkout, Search and Navigation, Personalization, Ordering and Payments, Wish Lists, and Recommendations, ultimately contributing aims of a fully comprehensive online retail service.

Amazon Services Enterprise Solutions vice president Wes Herman said he believed that the partnership would help Benefit Cosmetics reach even more customers, helping to spread the reach of the brand and its products.

The company is already reported to be the fastest-growing cosmetics company in the US, albeit from a relatively small base, and is now present in ten countries across the globe.

The decision to tap into the internet should prove a strong move for Benefit Cosmetics. Aimed at the premium beauty market, its range of fragrances and cosmetic products should prove to be well positioned on the Amazon sites.

Although Amazon has built up a reputation primarily as a retailer of books, CD and DVDs, a continued move to expand its retail offerings has seen it achieve a great deal of success, particularly in the prestige beauty arena.

Indeed, recently the company has consistently reported that products such as the Britney Spears fragrance Curious, have proved to be top-selling items.

Related topics: Market Trends, Color Cosmetics

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