The Net takes on the online deluxe cosmetics market with Amazon’s Beauté Prestige

Amazon expanded its online cosmetics range in September with the launch of its top-end Beauté Prestige store in France, in response to demand from customers looking for luxury brands. Perfumes, skin care, hair products, make-up and accessories – five product families representing more than 40 brands including 16 French names.

To make purchasing easier, users can search for products according to multiple criteria, consult detailed fact sheets about each product and receive advice or be kept up-to-date about latest trends thanks to beauty editorials.

Following the launch of a first site of luxury cosmetics in 2013 in the United States, this store has been designed with an interface very different to that of the other Amazon stores. It marks the Internet giant’s entry into the online luxury market, until now dominated by luxury industry players.

In the French market, this entry into the field of luxury cosmetics is in line with Amazon’s objective to “become the first beauty destination in France” announced by Sebastien Szczepaniak, Director of Consumables in charge of beauty for Amazon France, in an interview with the magazine Cosmétique Mag.

That’s quite an objective, particularly given the fact that according to annual figures released by the French federation of e-commerce and remote sales FEVAD, Amazon is the most visited site in France, and that retail e-commerce generated sales of €51 billion in 2013 among some 138,000 French retail websites.