Dive Brief:
- Beauty brand Origins announced its launch on the U.S. Amazon Premium Beauty store earlier this month, according to a press release.
- Over 70 Origins skin and body care products are available on the e-commerce giant’s site including GinZing Brightening Eye Cream, Checks and Balances Frothy Face Wash and the Mega-Mushroom Relief and Resilience Soothing Treatment Lotion.
- A division of the Estée Lauder Companies, Origins seeks to broaden its customer base in the U.S. through Amazon.
Dive Insight:
Origins is not the first Estée Lauder Companies’ brand to launch on Amazon Premium Beauty. It follows a strategic corporate plan in which Estée Lauder, Clinique, The Ordinary and Too Faced all took their individual brands to Amazon as a way to reach more customers where they shopped.
“Today’s consumers seek brands that reflect their values and deliver exceptional quality,” Francesca Damato, vice president of global marketing at Origins, said in a statement. “For us, that means high-performance skincare powered by nature and science and indulgent, sensorial body care – always with the well-being of people and the planet in mind. Launching in the U.S. Amazon Premium Beauty store allows us to connect with an even broader audience on a platform they know and trust, while also offering a more seamless and convenient gifting experience through Amazon’s ready-to-give options.”
The Amazon Premium Beauty store continues to grow in scope as the e-commerce giant devotes more resources to its promotion. By 2030, Amazon’s market share in beauty is expected to reach 15%, up from 10% in 2024, second only to Walmart, according to a report by TD Cowen.
In February, Estée Lauder’s president and CEO, Stéphane de La Faverie, introduced Beauty Reimagined, a strategic reorganization plan. In a video announcing the plan, de La Faverie mentioned the company’s accelerated move into the Amazon Premium Beauty store as a key part of the brand’s strategy to expand its selling proposition.
“The reality is we didn’t move to new channels fast enough in some geographies where the consumers were shopping,” he said. “Moving forward, I want us to be the first to capture where consumers are. We cannot afford to focus on too few critical markets, channels, products and consumers.”
Estée Lauder is in the midst of a major reorganization that began in 2024 as sales and earnings leveled off.
Last August, CEO Fabrizio Freda announced he would step down from the company and become an adviser through 2026. Other executive changes during the past year included a new group president of North America and the April appointment of Brian Franz as chief technology, data and analytics officer.
In February, the cosmetics giant announced it would reduce its staff by as much as 11%, or up to 7,000 workers. Estée Lauder in May reported a 10% net sales decline in Q3, while net earnings declined 53% to $159 million.