British luxury brand, Molton Brown, has entered into a new partnership with online retail giant, Amazon with a goal to interact with a younger, modern luxury beauty audience.
This strategic move is driven by analysis of the online research and purchase behaviours of the modern luxury beauty consumer, reflecting the brand’s ambition to interact with a younger audience.
“The beauty retail scene is fast-moving and the younger, mobile-savvy generation of customers we want to tap into is, unsurprisingly, shopping heavily on Amazon for luxury good,” says Beatrice Descorps, Global Vice-President, Marketing, Molton Brown. “With services such as Fresh, Prime, Prime Now, Fire TV, Echo etc., Amazon has become a reference for innovation online; and as a business that shares this pioneering mind-set, , Molton Brown naturally wants to be part of this exciting journey,“ she adds.
This partnership will offer access to Amazon’s unique positioning as a ‘network’ platform, where existing customer reviews are the main catalyst for new user purchases, as well as their unparalleled fast and reliable nationwide delivery service – perfect for those last-minute Christmas gifting opportunities.
Molton Brown is launching on Amazon with an assortment focusing on best-sellers across all categories, such as Fragrances, Bath & Body, Hand, Men’s, Home fragrances and Hair, alongside key Christmas items.