In our last article on how sell products of beauty in Amazon, we mentioned how the sector had grown by 6% by 2023, despite economic uncertainties. This steady growth is expected to continue, with projections putting the global beauty market at around $580 billion by 2027. As we move into 2024, we see these trends not only continuing, but also continuing to adapt to new consumer expectations and technological innovations at Amazon UK.

This year, sales on Amazon Spain show significant increases in several key categories, with significant expansion in specific products that are gaining popularity among consumers.

The preference for sustainable and personalised products continues to be an important factor. Consumers are looking for products that meet their aesthetic needs and also respect their personal values and the environment. Amazon has responded by increasing the supply of these products and improving the shopping experience through personalisation and the use of advanced technology.

Following our previous discussion, this article provides an update on the key strategies and the novelties in the sector of beauty in Amazon Spain for 2024. We will analyse how the marks can use these tendencies and what new opportunities of market are surfacing in the giant of the ecommerce. We will offer you practical and direct information, based in the last data and forecasts, to help you to adapt and optimise your available strategies in Amazon.

Tendencies and Novelties in the Sector of Beauty in Amazon

The beauty sector on Amazon is marked by a clear inclination towards sustainability and personalisation. Consumers are increasingly demanding products that not only meet their aesthetic needs, but also respect their personal values and the environment. One example of sustainable products are face creams with organic ingredients and recyclable packaging, such as those from Lush Cosmetics, which uses minimal packaging and encourages recycling of its containers.

In addition, personalisation is becoming the norm in the beauty market. Thanks to AI, brands can analyse vast amounts of customer data, such as browsing history and individual preferences, to provide highly personalised product recommendations. Platforms such as Tint use AI algorithms to analyse individual characteristics and provide cosmetics suggestions tailored to each user. This approach improves the shopping experience and increases customer satisfaction.

This combination of sustainability and personalisation is redefining how consumers interact with beauty products on Amazon, driving both innovation and customer loyalty.

Ranking of the most desired categories and products

This year, some products are showing taxes of growth stood out in Amazon Spain, reflecting the emergent tendencies and the preferences of the consumers. We see the ranking of products more sued:[1]

1. Hair Care:
   • Growth of sales: +44%
     1. Product highlights: Scalp treatments and products that promote hair growth are seeing a significant boom. According to Statista 2024, brands such as Nioxin and Olaplex have experienced an increase in demand due to their formulas focused on scalp health and hair restoration.
2. Skin Care:
   • Growth of sales: +36%
     1. Product highlights: Serums and moisturisers are the main growth drivers in this category. A Mintel 2024 report says that serums with active ingredients such as vitamin C and hyaluronic acid, from brands such as The Ordinary and La Roche-Posay, are particularly well rated by consumers.
3. Cosmetics:
   • Growth of sales: +28%
     1. Highlights products: Vegan make-up and long-wear foundations are gaining popularity. According to a report from Endear, brands such as e.l.f. Cosmetics and Fenty Beauty are leading the way with products that not only offer high quality, but are also sustainable and ethical.

This data reflects a clear trend towards the search for beauty solutions that combine efficacy with social and environmental responsibility. Brands that manage to align with these consumer expectations are seeing a marked increase in sales and customer loyalty.

Key strategies to consider

To stand out in 2024, beauty brands on Amazon are implementing comprehensive strategies that are dramatically improving their visibility and optimising sales conversion:

1. SEO listing optimization: product titles, descriptions and bulletpoints need to be optimized with relevant keywords, such as "vitamin C facial serum" or "sulfate-free shampoo", to capture specific consumer searches. This can be achieved by using tools such as Helium 10 or Jungle Scout to identify the most popular terms to increase product visibility in Amazon search results.
2. Advertising within Amazon: use Amazon PPC (Pay-Per-Click) to promote products directly on the platform. Sponsored Products, Sponsored Brands and Sponsored Display campaigns are essential to maintain visibility in such a competitive market.
3. Advertising outside of Amazon: implement social media campaigns and Google Ads to drive traffic to product pages on Amazon. Also collaborate with influencers on Instagram and TikTok to reach a wider and more targeted audience.
4. Adapting to high-demand seasons: It is important to plan promotional strategies for high-demand events such as Black Friday, Cyber Monday and Prime Day. Offering discounts, promotions and special packages can attract more shoppers during these periods. For example, you can prepare a special skin care package with an exclusive Prime Day discount, promoted through a Sponsored Products campaign and a series of social media posts..
5. Review management and customer service: Maintaining a high review rating is crucial. Responding quickly to negative reviews and offering solutions can improve product and brand perception. In addition, encouraging satisfied customers to leave positive reviews can increase the confidence of future buyers. For example, send a post-purchase email requesting a review and offering a discount on the next purchase as a thank you.

Succeed on Amazon with new trends

Adapting to sustainability and personalization is critical for brands looking to succeed on Amazon. To align with these trends and attract a greater number of consumers, as well as retain existing customers, we recommend:

1. Incorporating sustainable ingredients: using natural and organic ingredients appeals to environmentally conscious consumers. Ingredients such as argan oil, organic aloe vera and sustainable shea butter are highly valued. According to Mintel, brands such as Weleda and Burt's Bees have stood out for their eco-friendly formulations and recyclable packaging, which has increased their popularity among conscious consumers.
2. Customization options: offering products that can be tailored according to individual customer needs, such as options to customize ingredients, fragrances or specific formulas for different skin and hair types. Adding to this customization is Function of Beauty, a beauty provider that allows customers to create customized shampoos and conditioners based on a detailed questionnaire about their hair preferences and needs.
3. Transparency and ethics in production: Brands should be transparent about their production processes and labor practices. Consumers value brands that demonstrate a commitment to ethics and sustainability. The Body Shop is known for its fair trade policy and transparency about the provenance of its ingredients, which has strengthened its loyal customer base.
4. Personalized shopping experiences: Using technologies such as artificial intelligence to provide personalized recommendations can significantly improve the shopping experience. This includes analysis of shopping behavior and personal preferences. L'Oréal for example, uses AI algorithms to recommend skin care products based on the user's skin conditions, preferences and past shopping behavior.
5. Educational and relational marketing: implementing marketing campaigns using videos on platforms such as Instagram and TikTok where dermatologists and influencers explain the benefits of using organic and customizable products can be a good way to educate consumers about the benefits of sustainable ingredients and ethical practices.

New opportunities for further growth at Amazon

Beauty sellers on Amazon have the opportunity to capitalize on new categories that are gaining popularity. Brands must keep an eye on these emerging opportunities to stay competitive and continue to grow.

Men's grooming: The market for men's personal care products is expanding. Demand for products such as facial creams, beard oils and men's hair care products is increasing significantly. Brands such as Bulldog Skincare and Bevel have seen an increase in sales by targeting specific male grooming needs. According to Euromonitor, the market for men's personal care and beauty products will grow at a compound annual growth rate of 6% until the end of 2024.

Holistic wellness: Products that combine personal care with mental health and general wellness benefits are gaining traction. This includes essential oils, aromatherapy products and skin care supplements. Brands such as Neom Organics and This Works are leading in this category, offering products that promote holistic wellness. According to Mintel, the holistic wellness market is projected to grow exponentially, driven by demand for more complete self-care experiences.

Technology and beauty devices: The integration of technology into beauty products, such as facial cleansing devices and skin diagnostic tools, is revolutionizing the market. Foreo and NuFACE are examples of brands that have successfully introduced technology devices into their product lines, enhancing the user experience and delivering professional results at home. Allied Market Research reveals that the market for beauty devices is projected to be grow at a rate of 19.3% per year through 2025.

Clean and green beauty products: The demand for "clean" beauty products that avoid harmful chemicals and use natural ingredients continues to grow. Brands such as Ilia Beauty and RMS Beauty are excelling in this area by offering toxic-free products and sustainable packaging. According to Grand View Research, the global market for clean beauty products is expected to reach $22 billion this year.

The beauty marketplace on Amazon offers significant opportunities for brands that adapt to the emerging trends of sustainability and personalization. The hair care, skin care and cosmetics categories show significant growth, driven by demand for products that align with consumers' personal and environmental values. Optimizing listings for SEO, investing in advertising, and leveraging high-demand events are key strategies to stand out. In addition, exploring new categories such as men's care and holistic wellness can diversify offerings and sustain growth.