Understanding Premium Skincare Shoppers Brittany Auer, senior beauty sales manager at Amazon Ads and Jennifer Trovel, CMO of Perricone MD,

discuss what’s driving growth in online beauty sales and the way premium skincare brands can reach shoppers along their purchase journey.

From high-end facial serum, to luxury moisturizer, premium skincare is on the rise. The
beauty industry grew to $15.5 billion in U.S. online retail sales in 2021, in response to eMarketer, and is predicted to double in the following five years .

And with more beauty products for shoppers to pick from than ever before, brands are challenged to interrupt through the noise and connect with latest audiences along an increasingly fragmented purchase journey.

“Premium skincare brands that may construct brand trust, and help shoppers discover latest products that meet their beauty needs have a chance to change into more discoverable and expand their reach within the category,” explained Brittany Auer senior beauty sales manager at Amazon Ads.

Jennifer Trovel, Chief Marketing Officer at Perricone MD, who joined Auer in conversation, explained that in 2022 the brand focused on tailoring their messaging with latest and existing shoppers at different points of their skincare journey.

Earlier this 12 months, Perricone MD launched their campaign alongside shoppers’ favorite TV shows and flicks with Amazon Streaming TV ads to construct brand awareness. Then, to achieve shoppers within the consideration phase, and help drive conversion, the brand leveraged Sponsored ads, including Sponsored Display.

“For us, Amazon Streaming TV ads are the perfect format to inform immersive brand stories. We may also proceed to leverage Amazon Sponsored ads as we discover this to be probably the most effective solution to achieve skincare customers who is likely to be searching for a latest item as a part of their routine,” Trovel explained.

Perricone MD’s second key goal for the 12 months was to drive excitement for his or her newest innovation: the Hyaluronic Intensive Hydrating Serum. For this product launch, Perricone MD again leveraged Amazon Streaming TV ads and reported observing a right away lift in brand shopping queries.

Auer added that in response to a 2021 study conducted by Amazon Ads U.S. and Kantar, hydration was cited because the primary skincare need for many purchasers.

“Advertisers who use branding tactics to speak how their products might help address shoppers’ skincare needs, as Perricone MD did with their Hyaluronic Intensive Hydrating Serum campaigns, may increase brand consideration,” she explained.

Looking forward to 2023, Auer said she is happy to see what latest innovations the skincare industry will release. “Brands are continuously raising the bar for patrons from multi-tasking ingredient technology to sustainable product packaging.

And, at Amazon Ads we wish to proceed innovating across latest devices and ad experiences that help brands tell those stories and earn their customers’ trust.”

Watch the newest Thought Leadership Lab with Brittany Auer and Jennifer Trovel to learn more about how Amazon Ads might help your beauty brand reach latest audiences HERE.