US news agency WWD has explained that Estée Lauder is taking the plunge on Amazon, relying on the online retailer for its skincare, make-up and fragrance lines. In the US only, the brand has decided to join Amazon's catalogue of premiumbrands .
This launch of Estée Lauder is also accompanied by a virtual fitting room that will be offered by the marketplace and Estée Lauder's aim is to democratise distribution in the US as demand for ultra-luxury products is once again driving demand globally.
Justin Boxford, president of Estée Lauder, explained that this is ‘a major milestone for the brand’ as they look to offer a more elevated experience to Amazon beauty consumers.
Estée Lauder has followed the example of brands such as Too Faced, Clinique, Bumble and bumble or Lab Series that have seen how Amazon has served as a lever for their growth.