Peace Out Partners with Amazon to Tackle Third-Party Sellers

Peace Out Skincare has partnered with Amazon to expand its online presence and deter resellers peddling counterfeit or expired products on the e-commerce giant's site. The manufacturer began selling most of its Peace Out dots, patches, balms and serums on Amazon in February with most products eligible for one- to two-day shipping via the retailer's Prime membership. Ranging from $19 to $34 in price, Peace Out SKUs continue to get the spotlight on Amazon.com through sponsored product ads, a display ad that plays a video plugging the brand's retinol eye stick, and a dedicated brand shop. Beyond building its retail presence, Peace Out's partnership with Amazon lets the brand better manage resellers on the retailer's site, which often peddle counterfeit or expired products and offer poor customer service, according to a media release from the brand. "This partnership allows us to reach some of the savviest and most digitally engaged skincare consumers out there, while also ensuring that their experience is free from the challenges, disappointments and brand-damage inflicted by third-party sellers," Junior Scott Pence, Peace Out's creative director and chief marketing officer, said in the release. "Amazon consumers deserve to have a direct connection with Peace Out to ensure the quality of our products, customer service and content."Amazon has increasingly morphed into a destination for beauty shoppers and prestige brands like Peace Out and has become more sophisticated in marketing and selling these premium products. Amazon, for example, created a "Premium Beauty" hub within its site, providing shoppers a one-stop shop for their high-end beauty needs. The hub also spotlights skin care, hair care and cosmetics brands, such as Coty's Philosophy and Revlon's Elizabeth Arden, and currently hosts an Amazon Live shoppable video starring an influencer plugging a variety of beauty SKUs. However, the most attractive benefit for brands enrolled in the retailer's Premium Beauty program is the ability to gate products from third-party resellers.Peace Out SkincareKnown for its fun, bold packaging and logo of a hand covered in spots signaling the peace symbol, Peace Out markets itself as a beauty-technology leader, providing first-to-market, innovative solutions for everyday skin problems to consumers. Its packaging and messaging aims to celebrate its "skin champ" community by promoting acne positivity and skin inclusivity. Before its partnership with Amazon, the brand could only be purchased through the brand's direct-to-consumer site (PeaceOutSkinCare.com) and Sephora, which carries an exclusive Peace Out acne dot jumbo pack and retinol face stick. (Though some of the brand's products are available on Walmart.com via third-party sellers.)Since launching in 2017, the company has seen triple-digit growth annually. The company relies heavily on opt-in channels such as email and text messaging, which showed the highest conversion rates during the 2021 holiday season. In terms of short message service (SMS) marketing specifically, it was an experimental tactic in the company’s early days but has become part of its core marketing strategy in an effort to keep up with changing shopper habits. SMS marketing efforts make up an estimated 30% of Peace Out’s direct sales, a brand spokesperson told Digiday.The company’s Peace Out Perks loyalty program gives shoppers 50 points and 10% off their next purchase on the brand's site when they sign up. Members earn points on their birthday, for leaving a review, and one point for every $1 spent, which can be redeemed for up to $25 off future purchases. Peace Out also has several ongoing promotions and deals available on its brand website:15% off a shopper's first purchase when they sign up for SMS updates, 25% off all SKUs, and save 10% off select products when a shopper signs up for 30-day, auto-replenishment. Promoting inclusivity, eco-consciousness and sustainability, the brand uses its social media channels to foster a supportive community of those who have struggled with skin issues. The company has a special focus on acne treatments, but it has also developed products that target wrinkles, dark spots and eye circles, puffy eyes and other common skin afflictions. The brand also targets shoppers who put a premium on clean, cruelty-free, ethically sourced and sustainably manufactured products. The company projects another year of significant growth, in part thanks to the key partnership with Amazon. "There are 150 million Amazon Prime users in the U.S. alone," said Enrico Frezza, Peace Out’s founder and CEO, in the release. "We're bringing our innovative skincare solutions to the leading online global marketplace – one that has become increasingly sophisticated in marketing and selling prestige beauty products. We're thrilled to be part of Amazon's premium skincare offering and give new Peace Out customers the ease, familiarity and speed of the Amazon enterprise."According to Frezza, the company also will continue to strengthen its retail partnerships with Sephora and Sephora at Kohl's, where it has seen marked success through expanded product offerings, retail activations, marketing and social media.

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