The beauty market is expanding at an exponential pace and it is touted to reach USD 46 billion in the future. Global brands are keen to be associated with India, and Amazon India is all set to be a part of this change and cater to the ever increasing demand for global beauty brands. According to Zeba Khan, Director, Fashion and Beauty, Amazon India, the e-commerce leader is all set to make the most of this exciting time. She added that e-commerce in India stands at 20% of the market and the Indian consumer spends less than 25% of what a Chinese would. Thus, Amazon India wants to leverage this situation and has launched Global Beauty Store, which has about 60 trending global brands with more than 5000 products. This initiative has seen a 2.5x increase in traffic on the day of the launch itself.
The main differentiator for Amazon has been accessibility, making the products available at all pincodes within the country. This kind of reachability has ensured that even people in the remotest location can enjoy global beauty trends. There have been interesting trends within the beauty segment in India. Today, consumers are very particular about ingredients and their skin type due to increased awareness about brands and interest in ingredients. Thus, a lot of consumers are also consulting dermatologists and use derma products. For this, Amazon has launched the Derma Store with derma products and also expert consultations. Zeba adds, this section is very informative and has a select range of products offering specialised skincare products.
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Amazon India is also promoting Indian brands and has more than 1,300 direct-to-consumer brands with them. This wide range of a portfolio means that the consumer has access to all kinds of products. Another Amazon India favourite is the Beauty Sale. This year it held the fourth edition with over 8,000 deals across global and Indian brands. It not only offers huge discounts but also contests, media giveaways, and lives sessions with experts.
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In the future, Amazon India aims to offer its customers a seamless shopping experience with a wide range of products and with initiatives like the Derma Store and Global Beauty Store it is sure to capture the pulse of the Indian audience and be a huge part of the transformation in the beauty world.
