Inside Prestige Beauty Brand Laura Mercier’s Amazon Launch
Prestige beauty brand Laura Mercier has launched an Amazon Premium Beauty Store, as well as the Buy with Prime feature on its own direct-to-consumer website.
As of Feb. 18, consumers can shop at Laura Mercier’s dedicated Amazon storefront (Amazon.com/LauraMercier) and leverage Prime-eligible benefits at LauraMercier.com on select products.
About the Amazon Storefront
The storefront will feature exclusive bundles, limited-edition products and tutorials to inspire customers to create their signature looks, according to a media release.
Some products are included in product grids or grouped together by a theme/subcategory, while certain products are presented more prominently, such as the brand’s new Natural Dewy tinted moisturizer spotlighted in a hero image.
Also on the brand’s store page, a large image of a Laura Mercier physical storefront is clickable and plays a 10-second promotional video highlighting the brand’s artistry and French influence.
The brand also leverages two shoppable image tiles side-by-side to spotlight particular products more visually.
According to the brand, the storefront will also include interactive questionnaires to help customers discover products.
Amazon Launch Activity
To celebrate the launch, Laura Mercier hosted two shoppable, interactive events on Amazon Live, featuring senior manager of artistry for Laura Mercier, Jerry Johnson.
The livestreams both aired on Feb. 18, with Johnson providing tips and tutorials in one and insights into the brand's best-selling products in the second. One recording is still currently available at the top of the brand’s storefront alongside products mentioned.
The brand also occupied space on Amazon’s home page via a hero image in the top carousel.
Laura Mercier, owned by Orveon, joins other prestige cosmetics and personal care brands, including Clinique and Estee Lauder, that have launched dedicated brand shops as part of Amazon’s Premium Beauty Store program, the retail giant’s curated category hub for luxury brands.
"Our collaboration with Amazon represents a significant step toward making our products available to a wider audience in the U.S.," Erin Cast, Orveon global brand president, said in the release.
"The launch of Laura Mercier in Amazon Premium Beauty marks an important milestone in the brand's trajectory as we expand our digital footprint, retail presence and introduce our high performing beauty products to the avid Amazon community," Cast added.
Buy with Prime Feature
Prime members can also shop select items on Lauramercier.com using Buy with Prime. The DTC offering allows U.S.-based Prime members to shop directly from brands' online stores (beyond Amazon.com) using their Prime benefits.
Shoppers will be able to discover and add Prime-eligible items on the Laura Mercier site to their cart as usual. During checkout, shoppers will see an option to log into their Amazon account and verify their Prime membership to complete the purchase.
"After the success of Buy with Prime on BareMinerals and Buxom, we're thrilled Orveon is bringing our offering to the iconic Laura Mercier brand," Peter Larsen, vice president of Buy with Prime and Amazon multi-channel fulfillment, added.
