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Amazon Beauty GM Reveals Secret To's Growth As Online Beauty Retailer

May 17, 2016: 12:00 AM EST
Online retail preserves the brand equity, it applies to beauty products, and the beauty customer is online and buying beauty products online, according to Amazon Beauty general manager Muge Erdirik Dogan. Dogan said customer behavior is significantly changing, with 75 percent of consumers starting their shopping process online. Amazon’s beauty business is growing strongly, due to independent beauty brands, rich content, and an automatic replenishment option. Also, helping grow niche brands, which have little to no distribution outside of the online retailer, has been part of Amazon Beauty’s expansion strategy, Dogan said.
Rachel Strugatz, "Muge Erdirik Dogan Charts Amazon’s Customer Journey", Women’s Wear Daily, May 17, 2016, © Fairchild Fashion Media
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